Consumption in the provinces contributes with more than 70% growth in spending on the basket

For the third quarter of this year, the appearance of new household consumption habits is observed, such as concern for the environment and the reactivation of categories of related to social occasions.

The study also shows the reappearance of routines on pause due to the pandemic, connected with the recovery of omnichannel purchases and Door to Door (DTD) or door to door.

When it comes to the changes that are here to stay, the habits of going less to the points of purchase, but buying more volume for each trip, stand out. Also in self-services, the use of both credit and debit cards has been stimulated, boosting the ticket. While the categories related to moments of consumption at home remained very present in Peruvian homes.

At the level of Peruvian households, the consumption of the basic basket registered an increase in the moving year to September 2021 (covers from October 2020 to September of this year) of + 10.1% in value and + 5.7% by volume, according to the latest “Consumer Insight” from Kantar’s Worldpanel division.

Regarding the frequency of purchase, it maintained its downward trend to the mobile year of the last triennium, registering a mark of 278 visits in 2019, 243 in 2020, and 233 in 2021.

The consulting firm also highlights the impact of the increase in food prices in the third quarter, which has been evident since July. But, he adds that in the short term, while processed foods are affected by price increases, the gradual return to social life has a positive impact on beverage and personal care baskets.

At the purchase volume level, the baskets with the best returns in the third quarter of 2021 versus the same period of 2020 at the volume level were beverages (+ 13%), personal care (+ 9%), home care (+ 7%) and pets (+ 2%). Unlike food (-2%) and dairy (-1%) whose results were negative. In terms of value, all the baskets increased their consumption.

Socioeconomic levels, provinces and channels

The Kantar report also found that households from high socioeconomic levels (SES) are those that show a reduction in their consumption in the short term.

We thus have the households of the AB socioeconomic level that, in the third quarter, have reduced the volume of their purchases by -2.5% and those of the NSE E by -0.4%. On the other hand, households in segments C and D increased it by + 5.3% and + 5.7%. It is worth mentioning that in addition, households in the NSE D are the ones with the greatest variation in value (+ 12.2%).

Consumption in the provinces remains more dynamic than in Lima. For example, while Lima’s basic basket registered a decrease of -1% in volume and an increase of + 4% in value in the third quarter of 2021 versus the same period of the previous year; growth of 8% in volume and 15% in value was achieved in the other provinces. The North region stands out, which contributes 60% of the growth, while at a general level the impulse of the provinces represents 70%.

When it comes to consumption by channels, the markets are consolidated with 33.1% of the value of the total basket, while the wineries make up 31.4% and the modern channel 19%. Although at a total level there are no changes in terms of the modern one, yes to the interior, where the search for proximity and greater value for money stands out.