There is huge potential for attracting the attention of men when visiting supermarkets, as this year there has been an increase in the number of men visiting these establishments, where, in addition to food, they take the opportunity to purchase products such as alcoholic beverages.
The alcoholic beverage category, estimated to sell $1 billion annually, of which supermarkets make 24%, is one of men’s favorites. They buy beer – light, regular, craft and non-alcoholic – at 72%, wine at 35% and spirits at 29%. Sales of sparkling wines, tequila and whiskey also grew in this beverage category.
Alcoholic beverages and bottled water were the only beverages showing growth, while soft drink sales declined.
This information is part of the Puerto Rico Chamber of Marketing, Industry and Food Distribution (MIDA) consumer radiography final data.
“A man aged 35 to 54 who spends more in the supermarket is an inattentive consumer and makes impulsive purchases of non-food items. It is also someone who buys alcoholic beverages, a segment that is not a member of the Nutrition Assistance Program (PAN),” said Consumer Radiography Committee President Richard Valdez.
For this reason, it is recommended that merchants in the food industry run promotions aimed at this segment of the population, who spend an average of $108 per month at the supermarket on non-food items such as personal items, cars, or family activities. like barbecue.
In the ready-to-eat category, men also spend more, averaging $117 per month.
The study also found that while consumers spend more when they go to the supermarket, they shop at fewer stores and 52% look for “department store” type establishments where they get most of the items they need.
The survey shows that average supermarket spending increased by 14% to $463 per month.
The segment that spends the most budget is people aged 18 to 34, followed by people aged 35 to 54 with incomes over $25,000.
South-central Puerto Rico spends less money in supermarkets, and five out of 10 people surveyed receive help from PAN.
Meanwhile, membership club sales increased in the eastern region of the island.
The results also show that there was an increase in sales of products such as organic products, shortbread and frozen foods, while sales of cheese, chicken, seafood, fish, oils and red meat, which are the most vulnerable proteins, decreased as 51% of these products, the respondents said they had stopped buying red meat.
To buy household goods, such as detergents, they first visit discount stores, and then large supermarket chains, membership clubs, pharmacies, small supermarkets, and convenience stores.
Another revealing factor in the study is that 44% of people use digital “shoppers” and 75% use traditional, printed ones that offer products such as wine, cheese, beer, cookies and shellfish.
72% check product and brands in specials before buying, and 66% buy more private alternatives to replace brands they can’t find or that have gone up in price.
“The digital shopper is more used by women aged 18 to 34 who earn over $25,000, while the print version is mostly used by women aged 55 to 64 who use PAN and earn up to $10,000. “, Valdez said.
He added that when choosing a product, consumers take into account quality, shelf life, taste and nutritional information.