Frankfurt / Main (dpa) – In the grocery trade, there are more specials again after a crown-related hiatus in the spring. This is the result of a current market analysis conducted by market research company Nielsen.
“Since the end of the first lockdown in spring, the number of promotions and special offers has increased significantly again. It is currently even slightly above the pre-pandemic level, “said Nielsen trade expert Axel Erhardt of the German press agency.
According to Nielsen consumer behavior expert Alexander Proske, the fact that there are so many special offers currently has to do with the fact that the Covid-19 pandemic has permanently changed shopping behavior in Germany. “Consumers are shopping less now than before the crisis and generally only go to one store, not two or three,” Proske reported. Therefore, promotions, special offers and the like are becoming more and more important to retail. “The retailer has to fight for the next purchase to be made with him and not with the competitor. Price promotions are a very important lever here. “
The Nielsen expert emphasized that special offers are increasingly being found at discount stores. Low-cost providers suffered from the fact that consumers went to supermarkets more frequently because they could do all their purchases there at once. Discount stores tried to counter this with price campaigns.
At the beginning of the pandemic in spring, the number of special offers in retail initially decreased markedly. “In the second quarter of 2020, we saw that there were significantly fewer discount campaigns for everyday products,” reported Nielsen expert Anne Haine. Because many products would have sold during this time even without discounts.
Distributors had their primary focus at the time on overcoming problems caused by the closure, Erhardt said. In some product categories, such as toilet paper or pasta, there were not enough products to meet the general demand. In addition, the trade first had to implement the new hygiene concepts. That put limits on promotions.
Erhardt doesn’t think the current partial lockdown will have similar effects. “There is no reliable data yet, but we do not expect the current blackout light to lead to a decrease in promotional activities.”
According to Nielsen, about a fifth of consumer goods in Germany, from coffee to detergents, are bought at a discount. In total, consumers spent 15.3 billion euros on discounted products in the last twelve months, 500 million euros more than the previous year. According to Nielsen, specials are particularly successful for products that are bought regularly and have a relatively high price, such as detergents, coffee or alcoholic beverages.