Citizens have begun to buy products in either very small or huge packages
Over the past year, Russians have dramatically changed their grocery shopping habits. According to NielsenIQ, people began to buy more products in small or, conversely, in large packages. The average size is not popular. MK found out what the new preferences of buyers are connected with.
At first glance, the conclusions of analysts look sensational: in Russia, from June 2022 to June 2023, sales of sausages weighing up to one hundred grams increased by 53%, to 149 grams by 42%, that is, almost one and a half times. Reminiscent of the realities of the middle of the last century, when many Soviet people bought sausage in grocery stores in extremely small portions due to the lack of refrigerators (as well as preservatives in the sausage itself). But now everyone has household appliances. Are the people so impoverished?
At the same time, according to the study, sales of sausages in kilogram packages increased significantly — by 29%, and sausages weighing 700-800 grams by as much as 49%. At the same time, the sale of both products in packages weighing 500 grams decreased by 17%.
A similar trend is observed with men's shower gels. From January to June, the share of purchased bottles of medium size (250 ml) was 39% (53.4% a year earlier). Sales of gels from 750 ml to one liter increased from 13.3% to 21%. But “soap” products in small containers (up to 249 ml) have become much more in demand — Russians now buy them one and a half to two times more often than at the beginning of the year.
— Changes in the behavior of buyers are caused by various reasons, and not only by a decrease in their income, which, unfortunately, takes place. True, according to Rosstat, the real incomes of Russians have even grown. But this is if we consider them in relation to inflation in the market as a whole. However, food inflation is always higher, so the purchasing power of the population has fallen at least a little, by a few percent over the year, — says the director of the Institute for Socio-Economic Research of the Financial University under the Government of the Russian Federation, Doctor of Economics Alexei Zubets.
It is necessary to pay attention to at least two things, says the MK expert. First, on the actions of retailers who provide discounts. Secondly, on the activity of buyers, which is 10-15% lower than the year before last. Last year can not be considered indicative, because prices rose and then fell.
People are now more inclined to save than a year or two ago. Hence the natural reaction of Russians to buy goods that are, let's say, effective. Retailers, understanding the situation, provide discounts and promotions for their assortment to maintain and revive demand.
Russians buy goods, the same sausage, in kilograms (practically in bulk) simply because they are discounted, and not at all because people are greedy or they have run out of money. Therefore, it is wrong to consider the consumer habits of Russians without taking into account the discount policy of retailers.
— I will add one more important aspect, — continues Alexey Zubets. — Are citizens ready to spend money, even if they have it, in sufficient quantities? We see that the Russians have no such desire. Until recently, it could have been assumed that the situation would change in the fall, but now it is clear that this will not happen. The dollar rose sharply, prices will follow it, and the propensity of the population to buy goods and services will only fall. In some stores, the number of products with discounts reaches 48-50%. And this number will only grow.
Based on these data, I draw a completely opposite conclusion. When the authors of the study say that people began to buy small packages of sausage, you need to understand what they are talking about. The buyer, as a rule, takes not 50-100 grams of «Doctor's», but delicacy cuts. And just not because of poverty, but on the contrary: if a person can afford an expensive product, albeit in a small amount, then he has money. Pensioners especially like to please themselves.
Now with regard to the tendency of Russians to buy goods in large packages. It is on them that it is profitable for sellers to make discounts, and they do them, sometimes by 20-30%. If, relatively speaking, a kilogram of sausages costs the same as two packages of the same brand of 400 grams, so why not take advantage of this? In general, I would not say that the NielsenIQ study indicates fundamental changes in consumer behavior.
— I do not see any fundamental differences. The only thing is that young people mostly buy online. People of middle and older age most often want to feel the goods, especially when it comes to products, fresh vegetables. And one more thing: if you need to make a serious purchase, in 15-20 positions, it will cost less in the store. And orders via the Internet do not always provide an opportunity to save money.
—Yes, of course, we are seeing this. My personal experience shows that if household goods can still be ordered online — it is powder, it is better to buy products in the store.
For information: in stores, promotions most often apply to loose chocolates (67%), pickled mushrooms and vegetables, pasta (65%). Online discount leaders are toilet paper (84%), paper towels (80%) and sweet pastries (75%).