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The consumption outside the home has been recovered so quick and solid with the desescalada and reaches levels of almost 70% of the traffic prior to the start of the health crisis caused by the coronavirus, according to data from the consulting firm Kantar. In particular, the report shows that the acts of buying weekly outside of the home, who came to fall by as much as 83% during the weeks of confinement more strict, they have been recovering as the desconfinamiento has been opening step in Spain.
This growth is maintained over time and even continues to register a good performance in those areas of Spain that came in first place in the phases of desescalada.
“The data tell us that this recovery is very solid and will not have an effect champagne, that is to say, the people will not lose that urge to consume outside of their homes. In fact, if we isolate the effect mix of regions that come before and after and we are left with those who started first the desescalada we see as the pace of recovery in consumption outside the home is maintained at high rates, reaching in some provinces, to stand at levels of nearly 90% of the dimension prior”, explained the director of Consumer at Kantar, Division Worldpanel, Edurne Uranga.
this way, the pace of growth of consumption occasions in the house has softened during the desescalada , approaching levels prior to the confinement.
however, the reduction of the restrictions of mobility has not only supported the recovery of the channel of hotels, restaurants and cafes (Horeca), but also the covering also occasions of consumption outside the home such as hypermarkets, supermarkets, food shops, traditional petrol stations, kiosks or vending machines, returning to the levels prior to the health crisis coinciding with the end of the desescalada.
on the other hand, the report shows that the return to the new normal has led to new habits among consumers for the confinement as the late breakfast , now more and more full and salty.
The new style of life is marked by the telework together with the presence of children in households which means that, at the same time that they grow the chances of food preparation and more developed (over 30 minutes), also it increase times faster (under 10 minutes), generating opportunities both for the category of ready to eat foods as to aid cooking and ingredients.
With respect to the space of consumption after dinner at home, it is a trend that was already growing and that has been accelerated by the confinement, which has helped to generate new opportunities for categories of leniency.
Consolidation of delivery
The ‘delivery’ is another trend that has been consolidated during the confinement, which has grown following the acquisition of 2.2 million buyers and to achieve a dimension in occasions of purchase of around 30% above its dimension pre-crisis.
During the confinement, the restoration organized was the driving force behind this channel, and in the desescalada also adds the independent, which has led to an increase of the offer to the consumer and helps the ‘delivery’ to grow in all the moments of consumption throughout the day.
on the other hand, Kantar has provided three different scenarios in the evolution of consumption out of the household in terms of the short-term evolution of the healthcare crisis and economic, with different levels of acceleration of the recovery.
in Addition, it is expected that the domestic tourism contribution to five points of growth in each of the scenarios during the summer and the christmas holidays.