Confinement leads to historical records in average ticket and online fee in the third week of application of the measure.
Regional and proximity supermarkets, together with Grupo Day and Eroski, they gave ground for the first time since the beginning of the confinement in the third week of application of the measure decreed by the Government, against the upturn in Mercadona, according to data from the consulting firm Kantar.
Likewise, mass consumption online purchases reached their all-time high in the third week of confinement, March 30 to April 5, compared to before the declaration of the state of alarm by the coronavirus.
Despite the difficulties of the online channel to respond to growing consumer demand, e-commerce continued to gain market share and is already close to three points on total purchases.
The products that are mostly being purchased through this channel are: dry food, drink and drugstore, although the latter has lost weight in the ‘online’ baskets in the last week analyzed.
In this context, the expenditure of Spanish households on consumer goods grew 25% in the third week of confinement compared to before the declaration of the state of alarm by the coronavirus.
The peak in weekly spending is due to the increase in the average ticket for the fifth consecutive week, which reached all-time highs close to 24 euros, and the increase in the number of weekly purchases made by the Spanish for the first time since the state of alarm.
Although the number of visits to the supermarket had decreased gradually since confinement began, in the week of March 30 to April 5 there was an increase of 4.6%.
“Although we are still far from the average pre-crisis, this increase to 70 million weekly purchases may be due to Easter,” says Carlos Cotos, expert in consumer panels at Kantar. “In the face of the closure of the establishments, even for a couple of days, the Spaniards go more to buy by forecast, supplying their food, drink and fresh food pantries,” he explained.
Despite the “reunion” of many Spaniards with the kitchen, according to Kantar, during the second fortnight of confinement (March 30 to April 12), food prepared at home grew in Spanish households, with 10% more orders than at period before the coronavirus crisis.
The digital channel, through ‘apps’ from aggregators like Deliveroo, JustEat or UberEats, which increased its orders by 38% compared to before confinement, is being the main way of accelerating business, ahead of the telephone, the consultant points out.