How much did residents of the capital spend on food during quarantine
During the quarantine in Kazakhstan, the demand for food increased sharply. This was caused by the excitement before the introduction of quarantine. First of all, Kazakhstanis began to buy essential goods: pasta, buckwheat, sugar, toilet paper. In the few months that have passed since that moment, the excitement either subsided or reappeared. Dosmart service specialists analyzed more than 160 thousand receipts of food stores in the capital over the past four months and learned how the food preferences of Kazakhstanis changed during the quarantine.
Grocery Shopper Profile
The average Kazakhstani buyer, according to the research, is a woman. It was women who in 88% of cases bought food in stores in the capital during quarantine.
40% of buyers were people aged 26-35 years, 37% - people aged 36-50 years. 75% of buyers in the study are married or married. At the same time, the buyer has at least four people and one minor child in the family.
Most of the buyers work in education as well as finance / accounting. These specialties accounted for 17.2% and 16.6% of buyers, respectively. 66% have higher education. In 77% of cases, the buyer's income does not exceed 200,000 tenge.
Consumer basket
In April-July, most of all Kazakhstanis spent money in grocery stores on Friday. The last working day of the week accounted for 18.8% of the value of all purchased goods. In second place is Saturday. This day accounted for 17% of all amounts spent. On the third and fourth places are Tuesday (14%) and Monday (13.8%).
Least of all Kazakhstanis spend on Sunday and Thursday. These days accounted for 10.8% and 11.6% of the amounts spent, respectively.
The average number of items in one check is 8. And the minimum shopping basket includes pasta, potatoes, chicken, milk, kefir and bread. By the way, it should be noted that the most popular products are vegetables, bread, milk, cooking, fruits and berries, carbonated drinks, pasta, cookies and poultry.
The cost of these goods increases much faster. For example, according to the Committee on Statistics of the Ministry of National Economy of the Republic of Kazakhstan, since the beginning of the year, fruits have risen in price by 21.3%, vegetables - by 10.8%, pasta - by 10.1%, carbonated drinks - by 8.5%, dairy products - by 4.5%, bread - by 3.8%. However, the demand for them remains consistently high.
How the food market has changed
The introduction of quarantine and a self-isolation regime had a strong impact not only on the food preferences of Kazakhstanis, but also on the format of purchases and criteria for choosing stores. So, last year, Kazakhstanis bought in stores near their homes up to 18 times a month, up to 6 times a month in supermarkets and 3-4 times in hypermarkets. The logic of most shoppers was to buy food for a few days and go to stores more often.
During the quarantine, user scenarios changed - Kazakhstanis began to go to stores less often, but buy more products at a time. Which is logical, given the self-isolation regime introduced. At the same time, the majority of buyers preferred to buy goods in large stores and at food markets. The motives are different - there is more assortment in large stores, and prices are lower in markets.
According to the Statistics Committee of the Ministry of National Economy of the Republic of Kazakhstan, last year the retail trade per capita amounted to 611,843 tenge per year. Thus, the average Kazakhstani spent 50 987 tenge on purchases every month. Moreover, in the structure of retail trade, food products accounted for only 31%. If we assume that the average Kazakhstani spent the same amount on food and went to the store at least 3 times, then the average check will be 5,268 tenge.
According to the research results, the average check in April - July amounted to 9,036 tenge.
As can be seen from the graph, the increase in demand for goods in grocery stores in April and May is due to various news events: the extension or weakening of the emergency regime, the weakening of quarantine measures and weekends. The spikes in demand are essentially driven by the rush over the quarantine news. At the same time, sales figures on these days are abnormally high compared to normal days.
By the way, the positive influence of the hype for the FMCG market faded away by the summer. The reasons are the weakening of quarantine and self-isolation (Kazakhstanis stopped buying for future use), rising food prices and a decrease in the purchasing power of Kazakhstanis amid falling real incomes. Moreover, the latter will affect demand for a long time and will have negative consequences for the market as a whole.
How the food market will change in the future
Quarantine has greatly influenced shoppers' food preferences and purchase format. All of this will ultimately change the habits of Kazakhstanis, force them to rethink their food baskets and create many new consumption situations. One of the most significant changes is the growth of online orders for food delivery and the emergence of many new services on the market, as well as the entry of large grocery brands online.
According to various sources, during the quarantine period, the demand for this service increased 4-5 times compared to the pre-quarantine rates. Despite the fact that this was a one-stage growth, and in the summer the indicators decreased relative to April-May, the market as a whole received a large increase in regular customers. In autumn, when the second wave of diseases is expected, this trend will continue.
The second change is that Kazakhstanis are less likely to go to stores. This is due to the fact that customers have changed the format of their purchases: now they will buy more products in one trip to the store, so that they will stand in lines less often. It can also be assumed that this will potentially affect the convenience store business, changes in the range of grocery stores and an increase in food packaging.
The third change is that Kazakhstanis will pay more attention to disinfectants, foods with a high content of vitamins and natural products. This is due to the fact that many who are confronted with the virus and its health consequences will revise their grocery baskets in favor of healthier foods.
Methodology
The analysis of shopping profiles and preferences is based on data for April - July 2020. In total, 22,000+ buyers took part in the study, providing data on 163,293 receipts from grocery stores in Nur-Sultan.
The sources of information were the data provided by the participants in a specially developed questionnaire for the user profile, commodity items in receipts, such as the name of the product, category, quantity, sale price, name of the outlet, date and time of purchase. Also, background data from the internet link space.
All qualitative and quantitative analyzes and conclusions are based on actual statistical data.
Перевод статьи:301 группа.Нуркабекова А.
Source:https://forbes.kz/process/skolko_tratili_v_stolitse_na_produktyi_vo_vremya_karantina/?utm_source=forbes&utm_medium=mlt_news
Grocery Shopper Profile
The average Kazakhstani buyer, according to the research, is a woman. It was women who in 88% of cases bought food in stores in the capital during quarantine.
40% of buyers were people aged 26-35 years, 37% - people aged 36-50 years. 75% of buyers in the study are married or married. At the same time, the buyer has at least four people and one minor child in the family.
Most of the buyers work in education as well as finance / accounting. These specialties accounted for 17.2% and 16.6% of buyers, respectively. 66% have higher education. In 77% of cases, the buyer's income does not exceed 200,000 tenge.
Consumer basket
In April-July, most of all Kazakhstanis spent money in grocery stores on Friday. The last working day of the week accounted for 18.8% of the value of all purchased goods. In second place is Saturday. This day accounted for 17% of all amounts spent. On the third and fourth places are Tuesday (14%) and Monday (13.8%).
Least of all Kazakhstanis spend on Sunday and Thursday. These days accounted for 10.8% and 11.6% of the amounts spent, respectively.
The average number of items in one check is 8. And the minimum shopping basket includes pasta, potatoes, chicken, milk, kefir and bread. By the way, it should be noted that the most popular products are vegetables, bread, milk, cooking, fruits and berries, carbonated drinks, pasta, cookies and poultry.
The cost of these goods increases much faster. For example, according to the Committee on Statistics of the Ministry of National Economy of the Republic of Kazakhstan, since the beginning of the year, fruits have risen in price by 21.3%, vegetables - by 10.8%, pasta - by 10.1%, carbonated drinks - by 8.5%, dairy products - by 4.5%, bread - by 3.8%. However, the demand for them remains consistently high.
How the food market has changed
The introduction of quarantine and a self-isolation regime had a strong impact not only on the food preferences of Kazakhstanis, but also on the format of purchases and criteria for choosing stores. So, last year, Kazakhstanis bought in stores near their homes up to 18 times a month, up to 6 times a month in supermarkets and 3-4 times in hypermarkets. The logic of most shoppers was to buy food for a few days and go to stores more often.
During the quarantine, user scenarios changed - Kazakhstanis began to go to stores less often, but buy more products at a time. Which is logical, given the self-isolation regime introduced. At the same time, the majority of buyers preferred to buy goods in large stores and at food markets. The motives are different - there is more assortment in large stores, and prices are lower in markets.
According to the Statistics Committee of the Ministry of National Economy of the Republic of Kazakhstan, last year the retail trade per capita amounted to 611,843 tenge per year. Thus, the average Kazakhstani spent 50 987 tenge on purchases every month. Moreover, in the structure of retail trade, food products accounted for only 31%. If we assume that the average Kazakhstani spent the same amount on food and went to the store at least 3 times, then the average check will be 5,268 tenge.
According to the research results, the average check in April - July amounted to 9,036 tenge.
As can be seen from the graph, the increase in demand for goods in grocery stores in April and May is due to various news events: the extension or weakening of the emergency regime, the weakening of quarantine measures and weekends. The spikes in demand are essentially driven by the rush over the quarantine news. At the same time, sales figures on these days are abnormally high compared to normal days.
By the way, the positive influence of the hype for the FMCG market faded away by the summer. The reasons are the weakening of quarantine and self-isolation (Kazakhstanis stopped buying for future use), rising food prices and a decrease in the purchasing power of Kazakhstanis amid falling real incomes. Moreover, the latter will affect demand for a long time and will have negative consequences for the market as a whole.
How the food market will change in the future
Quarantine has greatly influenced shoppers' food preferences and purchase format. All of this will ultimately change the habits of Kazakhstanis, force them to rethink their food baskets and create many new consumption situations. One of the most significant changes is the growth of online orders for food delivery and the emergence of many new services on the market, as well as the entry of large grocery brands online.
According to various sources, during the quarantine period, the demand for this service increased 4-5 times compared to the pre-quarantine rates. Despite the fact that this was a one-stage growth, and in the summer the indicators decreased relative to April-May, the market as a whole received a large increase in regular customers. In autumn, when the second wave of diseases is expected, this trend will continue.
The second change is that Kazakhstanis are less likely to go to stores. This is due to the fact that customers have changed the format of their purchases: now they will buy more products in one trip to the store, so that they will stand in lines less often. It can also be assumed that this will potentially affect the convenience store business, changes in the range of grocery stores and an increase in food packaging.
The third change is that Kazakhstanis will pay more attention to disinfectants, foods with a high content of vitamins and natural products. This is due to the fact that many who are confronted with the virus and its health consequences will revise their grocery baskets in favor of healthier foods.
Methodology
The analysis of shopping profiles and preferences is based on data for April - July 2020. In total, 22,000+ buyers took part in the study, providing data on 163,293 receipts from grocery stores in Nur-Sultan.
The sources of information were the data provided by the participants in a specially developed questionnaire for the user profile, commodity items in receipts, such as the name of the product, category, quantity, sale price, name of the outlet, date and time of purchase. Also, background data from the internet link space.
All qualitative and quantitative analyzes and conclusions are based on actual statistical data.
Перевод статьи:301 группа.Нуркабекова А.
Source:https://forbes.kz/process/skolko_tratili_v_stolitse_na_produktyi_vo_vremya_karantina/?utm_source=forbes&utm_medium=mlt_news