Varejo Alimentar (Food Retail in English) survey, conducted by CVA Solutions, shows chains with greater brand strength and perceived value by the consumer
Although they enjoy going to the store, Brazilians are increasingly using the applications for supermarket shopping. According to the Varejo Alimentar survey conducted by CVA Solutions, the evaluation of this sector by consumers places supermarkets in 10th position, with a score of 8.51, among the 50 categories surveyed.
The ninth edition of the study was conducted in October 2019, with 7,600 people from all over the country, and one of the highlights is the Brand Strength of points of sale such as Atacadão and Assaí, who lead on this item, in addition to Maxxi, Bourbon, Savegnago and Guanabara. The main goal of this survey is to understand the structure of Perceived Value for the shopper, measure the players’ competitive position and identify sustainable competitive advantages.
According to the survey, the regional supermarkets continue to lead in Perceived Value, highlighting Maxxi, Bourbon, Savegnago and Guanabara chains. As to Brand Strength, measured by the attraction and rejection of customers and non-customers, Atacadão, with 14.6% leads for the sixth time. Then comes Assaí with 8.8%, Extra (4.1%), plus Walmart and Carrefour.
As for the use of shopping applications and loyalty programs, survey shows that the number of people who used them to shop, between 2017 and 2019, went from 9.9% to 20.1%, respectively. Supermarket apps are used by 78.2% of respondents, with 54.4% of them accessing the platform of their preferred chain and another 23.8% of others. In addition, 27% have already bought over the Internet, with Extra in first place, followed by Carrefour and Pão de Açúcar.
Loyalty programs continue to grow, where 25% of the interviewed people participate and the highlight is Pão de Açúcar, with the Cliente Mais program, with 73.4% of membership. Among the supermarkets that may be recommended by the consumer to relatives and friends, Bourbon is the leader with 92.2%, followed by Maxxi with 76.8%, besides Guanabara, Savegnago, Atacadão and Assaí.
For 30% of the respondents there were no problems in the stores they attended during the last 12 months. However, the most common complaints are: queue at checkouts (29.8%), lack of product (21.7%), crowded parking (15.8%), product without price (12%), product with a different price to the one signaled (10.9%), lack of attendants (9.2%), among others. Among the chains with fewer reported problems are Bourbon, Carrefour Bairro, Zaffari and Angeloni.
RANKING 2019: Perceived Value and Brand Strength
Perceived Value (perceived cost-benefit):
8th Carrefour (Hipermercado)
12th Giassi e Cia
13th Carrefour (Supermercado)
16th Carrefour Express
19th Supermercados BH
Brand Strength (% Best Supermarket – % Worst Supermarket):
8th Supermercados BH
10th Super Muffato
11th Bom Preço
14th Pão de Açúcar