The data revealed by Kantar division Worldpanel They are in their ‘Consumer Insights’ study that reports the movements of the mass consumption business in the first three months of the year. This is reflected in the buying habits that the Colombian home has had, both in channels, as well as its evolution.
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According to the report, the Discounters – Ara, D1 and Ísimo– went from having a 21% stake in the market value to 23%; while the Traditional ones decreased from 16% to 14%, and the Minimercados from 17% to 16%.
The document highlights that great – from the same owners of the Olímpica stores – is beginning to have a presence in Colombian homes and at the end of March it was in 1.6% of families, which represents around 157,000 homes.
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The analysis adds that “it had a penetration growth that went from 0.10% in January of this year to 1.20% in March. If it maintains the rhythm, the projection is to close the semester with more than 5% penetration”.
According to the report, the Discounters – Ara, D1 and Ísimo – went from having a 21% share in the market value to 23%.
Rodrigo Sepúlveda / EL TIEMPO
Regarding shopping habits, it is revealed that in the first three months of the year an increase in value (14.9%) of the basket with Fresh Products is affected, of which 13.6% will be due to the increase in basket prices and 1.1% is the natural growth of the number of households. This is above inflation, which is 12.8% as of April 2023.
On the other hand, Colombian households continue to decrease their purchase volume due to the aggressive increase in basket prices. While the average unit price had an increase of 23%, the purchase volume had a decrease, said Jaime García, Country Manager of the Worldpanel division of Kantar Colombia.
The baskets most affected were the basic household ones: Fresh, Dairy, Food and Beverageswhile Personal Care, Pets, and OTC (over-the-counter drugs) are on positive ground.
Ara continues to grow and offer work.
“The shopper’s spending restriction makes prioritizing volume, that is, choosing very well which categories to buy and giving priority to the most relevant ones, and even increasing consumption of certain categories. Not all categories of mass goods will end the year in the same situation and there may be new changes in consumption because in the face of such significant price increases the consumer may begin to change their consumption habits. In addition, the increase in inflation and the difficulty to further reduce the volume can encourage migration towards substitute products”, said García.
Another finding in the report is that private brands are becoming increasingly relevant. Especially in the first quarter of the year where they gain frequency and maintain their average price, they registered a growth of 26% to 29% of participation in the volume between 2022 and 2023. While the commercial brand decreased from 74% to 71%.
The study was carried out with a sample of 6,000 households and collected real purchases every week in 60 cities in the country, in a universe of 9.8 million households, with coverage of 80% of the urban population, at households with levels socioeconomic levels from 1 to 6, with family size from 1 to more than 5 members, from the generation Millennials, X, and Baby Boomers, with and without minors up to 12 years of age.
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