Românii au cumpărat mai mult şi au ales segmente inferioare de preţ în primul semestru

Piaţa de bunuri de larg consum a înregistrat o creştere în valoare cu 12% în prima jumătate a anului în curs faţă de primul semestru din 2019, iar pe fondul unor preţuri majorate cu 5% gospodăriile din România au cumpărat volume mai mari cu 9% şi au ales segmente inferioare de preţ, potrivit unui studiu GfK, dat luni publicităţii.

„Criza medicală şi, implicit, restricţiile din ultimele luni au determinat schimbări în comportamentul de cumpărare, astfel încât frecvenţa vizitelor la magazin a scăzut cu 6%, iar suma medie plătită la un act de cumpărare a crescut cu aproape 20%”, relevă datele studiului.

Conform sursei citate, magazinele de tip discount sunt marii câştigători ai comerţului modern. Astfel, cu o creştere de 37% în valoare faţă de ianuarie – iunie 2019, magazinele de tip discount surclasează supermarketurile şi devin al doilea jucător din comerţul modern din punct de vedere al cotei de piaţă valorice. În aceeaşi perioadă din 2019, ritmul de creştere era de două ori mai mic şi acestea acopereau doar 16% din total cheltuieli pe bunuri de larg consum.

Cel mai afectate din cauza reducerii frecvenţei de cumpărare sunt hypermarketurile şi comerţul tradiţional, care continuă să scadă în importanţă, în timp ce magazinele mici de proximitate sunt printre cele mai dinamice din punct de vedere al atragerii de noi cumpărători, dar şi al creşterii în valoare. 9,5% din gospodăriile din România au cumpărat cel puţin o dată un produs FMCG din online în prima jumătate din 2020, cu 50% mai multe faţă de anul precedent. Cu toate acestea, pentru bunurile de larg consum, acest canal acoperă mai puţin de 1% din total cheltuieli.

Mărcile din segmentul inferior de preţ au cea mai mare contribuţie la creşterea valorică. Astfel, segmentul economy reprezintă un sfert din valoarea pieţei de FMCG în prima jumătate din 2020, însă contribuie în proporţie de 43% la creşterea acesteia. Mărcile proprii îşi continuă trendul ascendent, în special la lactate, în timp ce segmentul premium creşte uşor în importanţă pentru băuturi alcoolice, non-alcoolice, cafea.

Printre categoriile al căror consum a crescut semnificativ în ianuarie – iunie 2020 se numără conservele (carne, peşte), alimentele instant, crema de ciocolată, făina şi mălaiul, produsele de curăţenie, săpunul, şerveţelele umede, aditivii pentru prăjituri, specialităţile de brânză sau napolitanele. Produsele de îngrijire a părului, cremele de faţă şi corp sau deodorantele au înregistrat scăderi în volum, pe fondul creşterii timpului petrecut acasă, se mai arată în studiul GfK, potrivit Agerpres.

Articolul precedentSuciu (BNR): Devalorizarea leului e un fenomen normal, se va echilibra repede dacă nu sunt derapaje ale cheltuielilor
Articolul următorSamsung Electronics va opri producţia la singura sa fabrică de televizoare din China

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