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Without a doubt, the health crisis caused by COVID-19 has changed our lives and consumption habits. Many of the old patterns have been changed permanently, experts say.
A study by McKinsey and Company, conducted between April 10th and 17th, describes the behavior of Mexican consumers in the so-called “era COVID”. There it is pointed out that due to the restriction, consumers expect to reduce their frequency of travel, visits to shopping centers and social events according to COVID.
Buying patterns are expected to change after the emergency. An investigation by Atlantia search In March, he pointed out that given the coronavirus outbreak Self-service businesses are most affected. More than half of the people who have made inventory purchases there will normally stop and migrate to grocery stores, markets, street markets, low-price stores, supermarkets and digital channels.
The use of delivery service platforms has also increasedThese are the youngest people and those of the NSE-C who have mainly started preparing their own food while at a higher socio-economic level The use of delivery services increased.
Mckinsey and Company believes that post-crisis visits to supermarkets have a negative intention of 12%.
Expenditures for the goods we buy have changed dramatically: for example, for non-essential products such as household appliances, where we see a short-term negative purchase intention of up to 75%; The purchase of groceries and products for home care has increased by up to 61%.
“At a time when the world was facing this unfavorable situation prior to COVID-19, the people surveyed in Mexico mainly consider three characteristics when choosing products: price, quality of ingredients and expiry date of the product,” recommends Atlantia Search These aspects in corporate communication strategies to better align with consumers.
The high volatility of demand leads to a brand change. 46% of consumers have tried other options due to the unavailability of their usual products, although only 9% will change their preference at the end of the quota, McKinsey says.
Atlantia Search points out that canned products such as chillies, beans and tuna are among the most commonly consumed in these times of crisis. The latter is the one that increases your consumption the most.
Other products that are not currently consumed but have great potential include canned soup, canned fruit, canned seafood, frozen breaded or frozen chicken and fish, frozen vegetables, frozen pizza, frozen wings, ready-to-eat meat chips. including instant dishes
McKinsey adds that the demand for online streaming and gaming services has increased. The same applies to categories such as home delivery, supermarkets, household cleaners, medicines and pets that generate new buyers online.
Jaime Márquez Poo, Head of Business Development at STP, says they are also gaining new users due to the restriction, payment, or awarding of online services, particularly internet banking, entertainment and payment services (electricity, water, gas). ) and telephony.
In his analysis, for his part Impact COVID-19 for sale online Mexicothe Mexican Online Sales Association (AMVO)The three main reasons why consumers prefer to shop online are: 55% of people don’t want to leave home due to the contingency, 48% want to avoid crowds in physical stores and 35% of consumers say they find more and better deals online to have.
For Márquez, 72% of people who bought or paid for a service online for the first time because of the pandemic will continue to use this route to do the same after childbirth is complete. “One of the reasons for this. Those who continue to use these payment or purchase methods will, given the fact that they will be able to check whether the electronic commerce is very secure, face many of these types of purchases or transactions Physically prefer payment because they were suspicious of doing it online. Now that this is the only way many have to go, they realize that their data is very well protected. “
What are the brands as allies in this time of crisis? Atlantia Search points out that one in five mentioned that, given the crisis, they had no particular brand in mind as an ally of their economy.
Brands like La Costeña, Herdez and Dolores, who have canned products, positioned themselves as allies, with La Costeña coming first with 27% of preferences. Bimbo y The modern They were placed fifth and sixth in the Top of Mind while Coca Cola was added to the list of 10 and Bachoco removed.