IELKA: Four out of ten chose products from the household basket in the first week

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Those who bought products from the household basket reduced their spending at the supermarket by 12% weekly

The positive treatment of consumers in the “household basket” is demonstrated, among other things, by a survey by the Consumer Goods Retail Research Institute (IELKA), according to which 4 out of 10 consumers have bought products from the household basket in its first week of operation.

The survey was carried out in the week of November 8 to 11, 2022 with a sample of 1,000 consumers and concerned, among other things, the “household basket” for its first week of operation.

More specifically, in the first ten days of the operation of this initiative, 39% of the public declares that they bought a product from the basket at least once. 15% have made 1 visit, 2 visits 11%, 3 visits 7% and 4 visits or more the remaining 6%. The survey data shows that although the majority of the public has not purchased a product from the cart, a fairly large percentage has at least tentatively approached the initiative in the first 7-10 days that it is implemented.

So it is expected that these percentages will increase in the future.

The public who chose in the first 7-10 days of the initiative to buy one or some of the products from the household basket has a 12% lower weekly spend at the supermarket, 81.65 euros against 93.35 euros in total. According to the research, this is attributed to the tendency of the basket to be chosen mainly by consumers with higher income needs, who have lower expenses in the supermarket.

However, it is noted that there is still insufficient evidence to support a cause-and-effect relationship between the use of the basket and the reduced weekly expenditure, something that may arise in subsequent study findings.

Despite the small differences, basket penetration currently seems to be greater in Attica 42% compared to Thessaloniki 38% and the rest of Greece 37%.

In terms of shopping trends, 18% of the public visited a supermarket store different from their usual one in order to find products from the household basket. This element is healthy for competition in the industry, it shows that there are additional incentives for competition in the market and that the mobility of the consumer public is expected to intensify in the coming period.

Ain line with consumers’ views on the usefulness of the shopping cart, only 22% say it is a positive initiative (this percentage increases to 30% of those who have bought from the basket), but at the same time 56% state that other sectors should be included in the basket.

51% say it takes a long time to shop, a reality already recorded in the past for bargain hunters.

RES-EMP

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