The three types of consumers lost to Europe’s supermarkets in the post-pandemic era
The existence of a rate of 20% of active consumers before the coronavirus pandemic at the European level who disappeared in the post-pandemic market was confirmed by Mastercard’s Business Development Director.
Thursday, June 13, 2024
The existence of a rate of 20% of active consumers before the coronavirus pandemic at the European level who disappeared in the post-pandemic market was confirmed by Mastercard’s Business Development Director, Christina Kubisa, at the Space 4Commerce conference organized by Mastercard. This percentage is relevant for large countries, but not for Greece. A case study conducted by Mastercard at an unnamed store chain in Poland confirmed consumer characteristics that are currently missing in organized retail trade in Europe. The findings were met with skepticism by Greek business visitors attending the event, who questioned whether they were compatible with the Greek shopping environment. First and foremost is the "weekend mass consumer," who buys a wide variety of products based on his household’s shopping schedule. Mastercard’s first case concerned the turn of this consumer to e-commerce. Their cards in Poland show that, due to a corresponding decrease in purchasing power, he now frequents cheaper supermarket chains, where he still habitually buys large baskets and a wide range of goods.
The different profile of the "secondary buyer" between European countries.
The second consumer profile is the "secondary buyer". Ms. Kubisa stressed that after the inflationary wave in food prices, in several European countries there has been an alternation inside a household with the responsible member with a main activity being supermarket shopping, and the one who holds her as a secondary. As a "secondary buyer", Mastercard defines the shopping consumer when the main member is unable to go to the store for any reason. Alternatively, the "Secondary Buyer" is shopping for the products that the other member has forgotten from the main list of scheduled shopping of the week. Contacting executives of the Greek organized retail, FoodReporter confirms that "there are very different definitions in Europe for this consumer profile. Especially in the Balkans, "Secondary Buyer" is considered the one who goes most often to the supermarket, but with smaller lists in his hands - and therefore, less receipt - or buys products for very specific use on every visit: For example, only drinks or only materials for making cakes. " According to Ms. Kubisa, this consumer resists food inflation and usually maintains the same number of visits, but spends less money at a time. The third press is about the "plenty of widespread consumer consumption", which shows that it has greatly reduced its total sales value markets.
Source: FoodReporter May 17 2024 #1182, Page 8.