Post by account_disabled on Jan 8, 2024 6:16:05 GMT
After a few very complicated months due to the coronavirus crisis , the figures accompanying certain sectors are recovering little by little. This is the case of promotion sales of mass consumption, which in Europe reached 18.2% in September , a figure that stands as the highest of the year and the second highest in the last 12 months. This is revealed by the data presented by Nielsen 's Intelligence Analytics division . However, there is still a way to go to reach 2019 levels. In the case of Spain, the percentage reaches 15.8% compared to 16.8% the previous year ; in France it stands at 18.9% (vs. 20.3%); in the United Kingdom 21.9% (vs. 25.4%); in Germany 22.3% (vs. 23%) and in Italy 28.2% (vs. 30.6%). Although promotional sales in the last 52 weeks are around 16% in Spain, below the average recorded in Europe, after the drop suffered during the pandemic (when it reached 11.4%), the market is recovering gradually.
Fresh products are the category that is recovering best and gaining share, reaching 15.7%. However, the top 5 of this type of sales are alcoholic beverages (22.4%), home cleaning (20.4%), health Phone Number List and beauty (18.9%), non-alcoholic beverages (16. 9%), and cellulose products (15%). "A small discount can seem like a big opportunity to a consumer with less confidence in their prospects" «The levels of promotion of mass consumption reached very low levels in the second quarter of 2020, when essential products were sold, no matter what. Eight months later, the situation has stabilized and even a small discount can seem like a great opportunity to a consumer with less confidence in their prospects,” explains Anne Haine, head of Nielsen's Intelligent Analytics division in Europe. In the last 52 weeks, promotional sales in Europe have exceeded 90 billion euros (1.5 billion more than a year ago).
It is likely that on upcoming dates such as Black Friday and Cyber Monday, consumers, as a result of economic limitations and confinement, will be willing to take advantage of them either in mass consumption or in non-food products. The reasons range from the impulse to save money, to take advantage of lower prices to buy gifts , to their desire to escape the reality of the pandemic and find an alternative to lost experiences away from home," he adds. Promotional sales in Spain are close to pre-covid data Price sensitivity is another lever of growth in promotional sales. In fact, on average a 10% discount can mean up to a 15% increase in sales volume in certain categories for retailers in Spain. According to Nielsen, consumers are now more inclined towards offers and discounts. Proof of this is that the share of promotional sales has been increasing since the months of April and May . The upcoming promotions within the framework of Black Friday and Cyber Monday will be key to the recovery of certain categories - such as beauty - that were affected during confinement.
Fresh products are the category that is recovering best and gaining share, reaching 15.7%. However, the top 5 of this type of sales are alcoholic beverages (22.4%), home cleaning (20.4%), health Phone Number List and beauty (18.9%), non-alcoholic beverages (16. 9%), and cellulose products (15%). "A small discount can seem like a big opportunity to a consumer with less confidence in their prospects" «The levels of promotion of mass consumption reached very low levels in the second quarter of 2020, when essential products were sold, no matter what. Eight months later, the situation has stabilized and even a small discount can seem like a great opportunity to a consumer with less confidence in their prospects,” explains Anne Haine, head of Nielsen's Intelligent Analytics division in Europe. In the last 52 weeks, promotional sales in Europe have exceeded 90 billion euros (1.5 billion more than a year ago).
It is likely that on upcoming dates such as Black Friday and Cyber Monday, consumers, as a result of economic limitations and confinement, will be willing to take advantage of them either in mass consumption or in non-food products. The reasons range from the impulse to save money, to take advantage of lower prices to buy gifts , to their desire to escape the reality of the pandemic and find an alternative to lost experiences away from home," he adds. Promotional sales in Spain are close to pre-covid data Price sensitivity is another lever of growth in promotional sales. In fact, on average a 10% discount can mean up to a 15% increase in sales volume in certain categories for retailers in Spain. According to Nielsen, consumers are now more inclined towards offers and discounts. Proof of this is that the share of promotional sales has been increasing since the months of April and May . The upcoming promotions within the framework of Black Friday and Cyber Monday will be key to the recovery of certain categories - such as beauty - that were affected during confinement.