Less ham and more mortadella, white brands… this is how the price crisis has changed shopping behavior in supermarkets

Less ham and more mortadella, white brands... this is how the price crisis has changed shopping behavior in supermarkets


Pay 620 euros more than a year ago for the shopping cart causes consumers to change their habits when they go to the supermarket. The runaway prices of products as simple as oil, milk or eggs Households have no choice but to look for new habits designed to reduce spending on groceries, which come June shot to 12.9% -No data available for July-.


The latest numbers National Statistics Institute (INE)which reflect the evolution of the prices of goods and services consumed by the population living in single-family homes in Spain indicate that dozens of products in the most used shopping baskets are even more expensive than the general CPI of 10.8% in July have become the highest in the last 38 years, as has been the case in Eggs (23.9%), milk (23.1%), fruit (19.3%)Beef (13.1%) or fish (11%), among others.

From the Spanish Association of Wholesalers, Supermarkets and Supermarkets (ASEDAS), the employers’ association of supermarkets that represents 75% of the commercial food sector in Spain and includes companies such as Mercadona, DIA and Lidl, its general director, Ignacio García Magarzo, has already indicated that that the sales companies already appreciate this “The consumer is starting to behave like a consumer crisis” before the price increase resulting from the cost increase.

This means that citizens are not buying like they were before the inflationary spiral started. They changed the way they stock the fridgechoose to reduce their consumption, buy cheaper products or switch to other brands, as confirmed by various sources in the food sector.

Less groceries are bought

In the first five months of the year, purchases of groceries by Spanish households increased has fallen by 11% compared to the same period last year, Minister of Agriculture, Fisheries and Food Luis Planas announced on Thursday.

Planas attributed the decline in purchases in 2022 to traditional January costs, price levels and the “progressive consciousness” from households, restaurants and the grocery chain to food loss and waste.

This was also indicated by the head of the Department of Agriculture, Fisheries and Food Purchasing has become more “selective”.with fewer supermarket purchases but with a higher preference for quality.

Greater preference for white label

Other measures consumers are taking to save are increasing private label consumption (MDD), better known as White marks and usually cheaper.

Private label already accounts for nearly half of grocery sales, according to data from consulting firm Nielsen IQ for the month of June. Specific, its level already reaches 49.4%, up 2.5 percentage points from May after spending rose 17.1% while manufacturer brands did so by 7.9%. These last they reduce their stake to 50.6%.

We go shopping more often

Consumers are also choosing to shop more frequently, routinely replacing large shopping carts with smaller baskets. The increase in frequency is done to control spending, the purchase receipts are therefore smaller.

This way you buy what is needed at the moment and Avoid buying unnecessary products or that they end up being thrown away. This behavior also helps to better perceive the offers that different establishments usually offer and that allow us to save.

Less ham and more mortadella

In these belt-tightening times, supermarket shoppers are replacing some products with cheaper ones. It is a Trend that consumer advisors have already recognized and this is common to all crisis situations: the consumer’s preference for simpler products, leaving aside others with more added value.

For example in the cured meats, items such as serrano ham or loin they are replaced by mortadella or chóped. According to forecasts, this trend will intensify after the summer holidays.

However, this is not the case for all products. Javier Bardesresponsible for fruit and vegetables in Alcampo, assured in a recent public act that these two foods will not notice this change so much because they are “First Needs Products”.

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