“2018/2019 Supermarket Consumer Trends” Study, also shows the importance of the proximity model
The Brazilian consumer wants to have different experiences in the supermarkets. This is the result of the “2018/2019 Supermarket Consumer Trends” Study conducted by the São Paulo Supermarket Association (Associação Paulista de Supermercado – APAS) in partnership with Ibope Inteligência. In accordance with the study, comfort and convenience make the neighborhood stores the first option for 22% of the consumers in daily shopping and 87% of them choose due to location.
Neighborhood stores are also the best solution for 50% of the consumers in case of emergency shopping, with supermarkets and hypermarkets as second option for 36% of the interviewees. On the other hand, supermarkets are chosen by 69% of the participants due to price, quality, and assortment of products.
Besides this, 58% of Brazilian consumers do their monthly shopping in these stores and 56% of the visitors consult and search for prices through the more classicial method (pullouts) in comparison with 32% who prefer digital media. By the way, the study points out that 15% of Brazilian acquire supermarket items through the Internet, both men and women, 15% and 14% for each gender, respectively.
Online shopping in Brazilian supermarkets
Personal hygiene and beauty products are the most shopped items through the Internet in supermarkets, reaching 57% of sales on average, mainly among the class B1 consumers (69%). It is worth highlighting that these products are among those preferred by people of 55 years of age or more, since 70% of them shop through the digital channel.
Among the reasons that lead the consumer to opt for e-commerce, the largest variety of products appears first with 68%, followed by cheaper prices (67%) and lack of time to go all the way to the stores with 23%.
On the other hand, 57% of the participants prefer to do their shopping in a more traditional way, that is, seeing and choosing the products personally. Another issue that impedes some consumers from shopping through the Internet is the freight, cited by 51%, and the lack of trust regarding the promise of delivery of fresh products (45%).
Consumption in Brazil
By region, the most sold items through the Internet in the South are those of personal hygiene and beauty, with 64%. Now the Northern and Northeastern regions of Brazil, beefs are the most sold items through the Internet, with 24%. At the Central Western region, the basic food products are the most acquired through e-commerce with 50% share.
The shopping behavior is also changing together with the market and, according to the APAS study, 46% of the consumers consider very important the offering of organic and natural products in supermarkets, as well as stores specialized in healthier foods.
Nest, self-checkout appears with 39% of people who consider the item important for experience in physical stores. Another service evaluated as very important for 18% of the consumers is the option of picking up online purchases at the physical store.
The industry’s vision
The APAS study also presents the other side of the coin, that is, the vision of the supermarket industry on what they consider important for the industry. For 62%, the improvement of store operation and of the consumer’s shopping experience (58%) are the main points. Customer information analysis (52%) loyalty programs (40%) and increase of product assortment (36%) appear next.
According to the study, of the companies that implemented recently new technologies, 35% of them are related to new cashier and inventory systems. The other 25% bet on social networks, 9% on the CRM system, 8% implemented the online sales and self-checkout systems. The study relied on the participation of over two thousand Brazilians above 16 years of age, from different social classes, throughout the country.