Influence of the crisis on the shopping behaviour

The current economic climate in Belgium again pointed out that ‘the’ shopper does not exist. For example, not all shoppers are sensitive to the crisis, or at least not for all products. Not all Belgian households always shop in Belgium. The increased interest in segmented shopper marketing is clearly justified, but it can be dangerous too.

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Shopping abroad for diapers and drinks

For a Belgian household, the longest distance possible to a neighboring country is about 100 kilometers. Thanks to the density of our motorways, everyone can reach a retailer abroad in less than an hour. A threat for Belgian retailers and manufacturers, so it seems, as shopping abroad is becoming a growing trend in the market.

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GfK Poll: “Do you choose the retailer that’s located nearby your home?”

A large majority of the Belgian consumers likes to shop close to their homes.
In the first week of March we asked 770 consumers about whether proximity is an important criterion when choosing a retailer to do groceries. 68% of the respondents agree that this is an important criterion. 18% declare that proximity does not influence their choice of a retailer at all. A major part of the Belgian consumers does not want to shop far from home, quite an interesting fact for retailers.

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GfK Barometer

Compared to January 2010 the FMCG+Fresh market decreased by -6,3% in February 2010. Comparing to February 2009, we see an increase by +4,4%. In real terms (corrected for inflation) this means an increase of the FMCG+Fresh market by +3,70%.

The long term evolution shows a growth of the total consumption by private households on FMCG+fresh (+2,1%) when comparing the 2 latest MAT's.

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