ΙΕΛΚΑ
- 30 Apr 2023
- economy
One of the most important topics in the news is still the initiative of the Ministry of Development and Investments and the Supermarket Chains for the "household basket" according to IELKA.
In the first 3 months of the operation of this initiative, 64% of the public says that they buy products from the cart, while this percentage is almost double compared to the previous measurement after the first week of the initiative, when the percentage of the public who bought from the basket amounted to 39%.
On average, the public who buys products from the cart declares that 16.3% of their purchases come from products in the cart (around 1 euro per 7 euros of purchases). The majority of the public 39% spend up to 10% of the basket, 11% from 11 to 20% and the remaining 24% more than 20%.
In terms of shopping trends, 17% of the public visited a supermarket store different from their usual one in order to find products from the household basket. "This element is healthy for competition in the industry, it shows that there are additional incentives for competition in the market and that the mobility of the consumer public is expected to intensify in the next period," he emphasizes.
The opinions in relation to the household basket in the 3 months of its implementation are recorded mixed in terms of its usefulness, while at the same time:
23%, declare that it is a positive initiative (this percentage increases to 35% of those who buy from the cart),
53% recognize the usefulness of initiatives such as the household basket and state that businesses should do more such actions.
54% say it takes a long time to shop, which is a reality already recorded in the past for consumers who follow offers in their food retail shopping.
85% say it is not enough to address accuracy, which is to be expected since the problem of accuracy is multifactorial and international.
In a more in-depth analysis of what consumers would like as possible aids to address the accuracy problem, it is highlighted that:
84% say they would prefer VAT on food to be reduced over the household basket.
70% say they would prefer more offers and discounts in supermarkets than the household basket. This suggests that the state could see incentives for businesses to increase promotions and avoid disincentives.
47% would like other branches to be included in the basket, such as butchers and bakeries.
60% are not satisfied with the number of products and therefore would prefer more products in the cart.
35% would prefer to switch the basket to branded products only, showing the penetration that private label products have gained recently
