This is how SPAR responds to current consumer trends

Márk Maczelka, head of communication at SPAR, Katalin Varga, head of digital marketing communication at SPAR Hungary and Zé Fördős, host of Street Kitchen at the presentation of SPAR Hungary’s latest convenience foods in Budapest, September 13, 2022

On behalf of SPAR, Impetus Research recently conducted comprehensive research on domestic shopping habits. The primary goal of the survey was to map food shopping preferences and needs. The advantage of the segmentation based on the main trends is precisely that it gives an idea of ​​the expectations and behavior of each “new” customer group, which contributes to SPAR’s development directions. The research focused on the group of so-called “convenience buyers”: convenience consumers are young people for whom free time is of primary importance. They can’t and don’t want to cook, they are perfectly satisfied with ready-made meals, and in fact, they often prefer store-bought flavors to homemade food. But all this does not mean that they will eat “anything”, in fact! Among other things, the completed analysis reveals that the members of this customer segment pay attention to ingredients that support a healthy lifestyle and also to environmental aspects.

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