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consumption of Spanish food and beverages away from home already represents almost half of the levels before the pandemic . These conclusions emerge from an analysis of the consulting company Kantar, which claims to be detecting early signs of recovery of the expense on the outside during the desescalada which have already reached an average size of 44% with respect to the cumulated data of the five weeks prior to the health crisis.
Almost seven out of every 10 people confirmed for the weeks of confinement, which “would consume products outside of the home as soon as possible” so that already is predicted a rapid recovery from the habits of previous, pointing from Kantar. However, the recovery is evolving more slowly in the metropolitan areas of Madrid and Barcelona, where the phase 0 lasted more days in comparison with the rest of Spain.
however, we still spend a lot of time without leaving and they have created more spaces of demand in the home than before the crisis, maintaining a growth rate of 16% of consumption occasions at home. On the other hand, although there is a moderation in the increase in the first two weeks of the desescalada has been obtained an increase of 22% of total spending on fast moving consumer goods (food, beverages, hygiene, beauty)) with respect to the levels pre-crisis.
More online purchase
Although the purchase and consumption are adapting as we move along the stages from Kantar shows how some of the changes acquired during the confinement will remain and endure in time. This is the case of shopping channels 2.0, where the e-commerce and the home delivery of the restoration have accelerated sharply their growth and get to keep the levels after the confinement.
“This factor is related to the need experienced in the insulation, which has helped to break down fears and overcome certain barriers that had these forms of buy, managing to attract many new users. In particular, more than 700,000 homes have been purchased through the internet and almost 8% of the Spanish population has tested for the first time the ‘home delivery’ during the confinement, which translates into more than 2.6 million new buyers to the channel during these weeks,” says the director of Consumer of Kantar, a Division Worldpanel, Edurne Uranga.
