How often he shops, what he chooses to buy and how much he spends per month – How influenced by promotions
NielsenIQ’s Shopper Trends survey outlines the profile of the average Greek consumer in supermarket stores.
In particular, the average shopper is a 39-year-old woman, slightly younger than the national average age of 42, and is the person primarily responsible for the majority of purchases in the household. The household’s main purchases are made on a weekly basis, while supplementary/emergency purchases are made on average twice a week, in stores of not one, but more than two different retail chains.
According to the findings of the research, the amount of the household’s monthly shopping expenditure at the supermarket was calculated by the respondents at 329 euros, increased by 5% compared to the previous year, and in fact being the highest price of the last four years, as this is reflected through research. Greece is still lower than the European average, which is 352 euros, but higher than markets with a larger GDP, such as Germany, with the latter’s ranking being explained by the strong presence of large discount stores and the wide range of options in private label products.
In relation to the issue of prices and offers, buyers state that they feel the prices are increasing and as a mechanism to restrain their budgets is mainly their concentration on the supply of basic items and the limitation of possible luxuries. In fact, almost 2 out of 3 buyers state that they have a satisfactory knowledge of the prices of the products in their basket and buy on a regular basis and with the vast majority of them being able to perceive any price changes.
As far as promotions are concerned, these seem to affect loyalty to brands, but also to stores, with 1 in 4 shoppers stating that they change either brand or store, depending on which one has the best offers for their particular shopping trip.
The product categories that are found with the greatest frequency in the buyer’s basket concern basic food items, mainly fresh fruits and vegetables, starchy categories and other dairy products. The consumer mainly chooses fresh meat, poultry, fresh fruits and vegetables, but also fresh milk. He also chooses snacks, chocolates / cookies and soft drinks.
