- El 66% de los consumidores españoles busca oportunidades para ahorrar en sus compras, priorizando ofertas, promociones y descuentos.
- La “cuesta de septiembre” impulsa a un 80% de los consumidores españoles a revisar sus hábitos de compra.
- Ocho de cada diez consumidores han visto incrementada su inversión en compras durante el mes de septiembre.
Septiembre marca el regreso a la rutina y, con ello, un aumento en los gastos de los hogares españoles. Lo cierto es que, la vuelta al cole, la reposición de la despensa y el fin de las vacaciones intensifican la presión económica, dando lugar a la conocida “cuesta de septiembre”.
Este período no solo representa un desafío financiero, sino que puede generar estrés y ansiedad en muchas familias, especialmente en aquellas con recursos limitados.
Pero la situación se agrava aún más con el incremento de los precios. Aunque moderados, pueden significar un mayor esfuerzo para llegar a fin de mes, reduciendo el poder adquisitivo de los consumidores.
En consecuencia, el reciente estudio sobre tendencias de consumo y ahorro, de la cadena de supermercados Dia, demuestra que: El 66% de los consumidores españoles busca activamente oportunidades para ahorrar en sus compras. De esta forma, priorizando productos en oferta, descuentos, cupones y promociones especiales.
Los consumidores españoles cambian sus hábitos de compra
La reciente escalada en los precios de los alimentos, coincidiendo con el tradicional incremento de gastos asociado al inicio del curso escolar, ha impulsado al 80% de los consumidores españoles a reajustar sus hábitos de compra.
De hecho, según el mismo estudio de la cadena de supermercados Dia, el 60% ha optado por buscar alternativas más económicas, como marcas blancas o productos de temporada. Mientras que, un 59% ha priorizado la compra de productos esenciales, reduciendo el consumo de bienes no imprescindibles.
También ha sido evidente como las promociones ejercen una influencia significativa en el comportamiento de compra de los consumidores. El 90% de los clientes afirma que las ofertas y descuentos disponibles en los supermercados influyen significativamente en su elección de productos.
Ante la escalada de precios, ocho de cada diez consumidores, lo que representa el 80%, han visto la necesidad de destinar más recursos a sus compras. A esta estrategia se le suman otras, como la comparación exhaustiva de precios entre distintos supermercados y la creciente preferencia por productos de marca blanda. Esta última tendencia representa el 43,7% de la cesta de la compra.
En septiembre parece ser evidente el potencial de ahorro de las marcas blandas. Hasta el 63% de los consumidores reportan una reducción de entre un 10% y un 25% en su gasto mensual, cuando escogen productos de marca blanda.
Menos compras virtuales
Ante la necesidad de controlar el presupuesto, muchos consumidores han optado por realizar sus compras de manera presencial. Obviando los gastos adicionales asociados al envío a domicilio, y las posibles compras impulsivas que suelen ocurrir en el comercio electrónico.
De esta forma, un significativo 53% de los consumidores encuestados manifiesta una mayor percepción de ahorro al adquirir productos en tiendas físicas. La experiencia de compra tradicional, permite evaluar los productos de primera mano y adaptar las compras a las necesidades inmediatas.
También es posible planificar las comidas con mayor precisión y aprovechar las ofertas del momento, si se realizan las compras desde las tiendas físicas.
Además, la cercanía al hogar sigue siendo un factor determinante en la elección del supermercado. Sin embargo, los programas de fidelización han ganado considerable relevancia en los últimos años, posicionándose como un elemento clave en la decisión de compra para el 65% de consumidores.
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