Every third Russian purchases goods exclusively discounted
Photo: TASS/Donat Sorokin
More than 80% of Russians began to save on everyday products. One third of all buyers in the country (33%) do not just watch for discounts in shops, they literally hunt for promotions and are willing to change their consumer habits for a more bright quotations, the report of the international research company Nielsen.
According to the October report of the company on the consumer goods market (FMCG), almost 40% of Russians changed favorite store because of the discounts, almost half of all consumers (45%) often buys goods on promotions, and most buyers (62%) as a whole began to pay attention to discounts.
According to the General Director of a network “Faithful” Oleg Vysotsky, in a crisis the Russians were “superpermeability”.
— People don’t just buy products, which is a discount. Buyers go from network to network and look for products stock, watching the advertisement, get exclusively discounted products, he said.
The sensitivity of buyers to price is maintained in all shops of “Dixy”, “Victoria” and “Megamart”, have informed “news” the representative of a trading network “Diksi”. According to him, in the “convenience stores” are still in demand product at the lowest price, and shop bromodialone remain a priority when choosing where to buy.
In the trade network “Pyaterochka” noted that in the III quarter of 2016 traffic growth of similar stores was +4.1% compared to the same period a year earlier, that is economical buyers continue to shift towards retailers the economy.
Marketing Director at “Pyaterochka” Polina Kiseleva explained that the traffic growth largely is due to management promotions, as well as the adaptation of value proposition.
In the last 12 months the proportion of promotions to the retail turnover of the trade network “Pyaterochka” remains at the level of about 30%, she said.
According to Nielsen, in the first half of 2016, the share of sales under promotions have become dominant in categories such as fabric softener (75% of total sales), washing powder (68%), dishwashing detergent (63%), shampoos (58%), toothpastes (53%), coffee (51%) and cleaning (51%). In other categories sales promotions are growing a little weaker, the Russians are buying discounted chocolate, mixes, juices, diapers, energy drinks, feminine products, cereals, beer, animal feed and dairy products.
Savings has become typical for almost all consumers, according to the presentation by Nielsen. 82% of shoppers to save on everyday products, while every second resident of the country noted the decline in income over the past three months.
According to the General Director of a network of “Faithful” people actively to save on expensive alcohol, expensive sausages and chilled meat. According to Oleg Vysotsky, consumers also tend to buy in store and the grocery store: “Shopping for the future are not as active as in the beginning of the crisis, but still remain at a certain level.”
From the presentation by Nielsen, by October 2016, about a third of the buyers of meat products (29%) switched to cheaper brands. In the segment of chilled meat, chicken and fish have tempered the appetite 34% of consumers, while a year earlier the budget buyers was slightly more — 39%.
Moreover, Nielsen drew attention to reducing the consumption of sausages and canned meat in General. So, according to the company, in June 2016, 48% of consumers in Russia ceased to buy these products at all or have to buy it for less than three months ago.
But, for example, in “Dixie” be active saving on meat products is not observed. The company said that the demand for meat remained stable in the network do not see the transition of customers to lower-cost segments. “Moreover, there is a growing demand for more expensive meat products, e.g. poultry, meat, Turkey”, — added in “Dixie.”
In a “roundabout” in recent years, also increasing the consumption of poultry as an affordable alternative to more expensive types of meat, said the representative of the network.
By the way, global changes in the consumption of meat products is not observed and its producers. The production of meat and meat products is growing in the country since 2010, production of sausages and canned food remains at the same level. This follows from the report of the all-Russian research Institute of meat industry named Gorbatov. According to the document, the import volume of chilled products does not change in 2014, and exports are gradually increasing.
The report of the research Institute of the meat industry also clarifies that in 2015 the consumption of meat and meat products per capita was 73 kg, which is 1kg more than in 2014.