Modern channel contributes 39% of spending growth in Peruvian households, according to a Kantar study

The Consumer Insights Q3 2022 study, prepared by Kantar Worldpanel Peru Division, reveals that the way in which Peruvian families buy in the different channels continues to evolve and adapt after the toughest stage of the pandemic.

During the third quarter of this year, the modern channel (supermarkets, discount stores and hypermarkets, convenience stores and cash & carry) consolidated itself as the one with the greatest contribution to spending growth with 39%.

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It is followed by the food market channel, with 15%; wineries, with 12%; pharmacies, with 10%; and wholesalers, with 7% of the growth in spending.

Within the modern channel, discount stores remain the engine of growth. Thus we have that in Q3 of this year, supermarkets (supermarkets) represent 71% in value, while discounters have 14.3%, cash & carry 8.3% and convenience 6.4%. Discount stores and hypermarkets managed to grow 8.6 percentage points in the provinces and 5.1 in Lima.

On the other hand, it is observed that eight out of 10 channels expand their base of buyer households, so loyalty will be put to the test. “For retailers, the challenge of loyalty is accentuated, and with it the unique opportunity to have dialogues where the consumer is at the center,” explains Mauricio Cheng Matsuno, Director of Business Development at Kantar Worldpanel Peru Division.

Additionally, households visit more channels, as a way of optimizing spending and maintaining their categories. In Q3 of this year, households visited an average of nine channels, compared to the seven channels they visited in the same period of 2019.

Finally, in warehouses and food markets the way of buying continues to transform. Thus we have that at the expense structure level, replacement purchases (34.5%) and proximity (39.5%) were slightly reduced in warehouses, while pantry purchases (10.8%) and immediate consumption (15.3%) grew.

Meanwhile, replacement (53.9%) and proximity (13.2%) purchases grew notably in the markets, while pantry purchases (31.1%) decreased considerably.