Eight out of ten Argentines reduced their consumption last year. Specialist firm Kantar Worldpanel reported yesterday that this variable fell in 2016 by 4%, a number slightly lower than the one published by the consultancy CCR days ago (4.7%). According to Kantar Worldpanel, the decline of the last quarter of last year was 6% compared to the same period in 2015.
"The year ended with a strong adjustment in the purchasing habits of the household: in the first half resigned brands from all sectors Of consumption and sought more economic channels sacrificing the shopping experience, and in the second half also reduced the purchase size for the first time in 12 years, "said Federico Filipponi, commercial director of Kantar Worldpanel.
In relation to this last figure, the company indicated that the purchase per act fell for the first time in 12 years in the third quarter (-2%) and returned to register a contraction of -3% in the fourth quarter. In this period, measured year-on-year, one in every two categories of the basic basket recorded purchases of lower volume. The reason is obvious: fewer units on each visit to the super.
According to the Kantar Worldpanel paper, households that reduced the size of their purchases over the past year are mostly middle levels and bottom of the pyramid. As for the different sectors, in 2016, Beverage was the largest decrease in the amount purchased in each act reflected (mainly soft drinks).
The report also estimated that in 2016 less was consumed. Seven out of ten categories lost volume. The sector that contracted most of the basket was that of dairy products. There the consumer minimized his spending on value-added products, such as milks grown, infant liquid milks and refrigerated desserts for boys and adults. Within Alimentos, the soups and pastas were able to grow "in a difficult context".
80% of households reduced their consumption in 2016. However, the only socioeconomic level that managed to sustain their consumption capacity was the high-middle. The rest of the pyramid made adjustments: the lower mid-low and lower strata made purchases smaller while lower levels visited less times the channels.