Since the corona crisis, the way we shop has changed. The Dutch go to the supermarket at different times, put other things in the trolley or basket than before and more at once. This is evident from data from market researcher GfK.
Traditionally, Saturdays and Sundays are days when consumers often go shopping, but that has changed from the second quarter of this year. In all age groups, the Dutch go shopping on average 6 percent less during the weekend.
"The busy moments are avoided", says supermarket expert Joop Holla of GfK. Shopping is also done less often in the evening, except among the elderly, who are more likely to go in the evening. Young people, families and the elderly do more shopping on Mondays, Tuesdays and Wednesdays. Thursday or Friday is also popular with young people.
We also go to the supermarket significantly less often and that is not only because more groceries are ordered online and delivered at home. "Consumers go less often, but when they go, they buy more at a time," Holla sees in the receipts that GfK analyzes. "We make bulk trips more often."
Amount per receipt increased considerably
A bulk trip means that a consumer buys items from more than ten different assortment groups. "Such as fruit and vegetables, bread and pastries or beer", explains Holla. The percentage of bulk trips of the total has increased from an average of 39 percent last year to 43 percent now.
The fact that we put more in the basket or trolley each time can also be seen from the average amount that we spend each time. That has increased from 22.51 euros to 26.89 euros per household, an increase of almost 20 percent. “The trend is clear that we shop less often and buy more when we are in the supermarket,” says Holla.
Scanning yourself leads to fewer impulse purchases
In addition, the consumer has become less sensitive to offers. "Shopping has become more rational." Consumers go with a list, buy what they need and go again. The fact that we use our own scanning more often also makes a difference, according to the supermarket expert. "Consumers are not waiting in line at the checkout, a place where impulse purchases are often made."
The products we buy in the supermarket are healthier and less focused on convenience. "There is more focus on dinner at home." This has to do with less eating out and more time at home. "Within fruit and vegetables, a lot was sold pre-cut. That is certainly still sold, but we also buy the whole pepper more often."
Consumers have become more interested in healthy products and are more often ignoring sweets, biscuits and chocolate. "And pizzas," says Holla.
In the second quarter, a household spent 1,049 euros on groceries, in the supermarket, both in-store and online. That is an increase of 9.5 percent compared to last year.