Magazine: Light at the end of the tunnel?

More optimistic expectations

Guest author:
Zsuzsa Kontor
account manager
NMS Hungary

In a Hungarian National Panel representative survey with 800 respondents, we examined what consumers think about the year ahead of us. It turned out that 54 percent of the population is partly or fully satisfied with the financial situation of their families. 38 percent of respondents said their financial situation won’t change in 2021. In comparison with the previous year twice as many respondents, 30 percent said their situation will improve, although to a smaller extent. 8 percent are absolutely optimistic about their finances in 2021. As regards savings, 54 percent hopes to put aside as much money as last year or even more. However, the rest thinks they won’t be able to save money or their savings will reduce.

What are we spending on this year?

80 percent of respondents plan to do some major spending: 44 percent will refurbish their flats or buy furniture. Fewer people intend to travel abroad (37 percent) or spend a few days somewhere in Hungary (20 percent). As for FMCG products, one third of Hungarians think they will spend more on food this year, because they believe prices are elevating. One quarter wants to buy more groceries and another quarter would shop more often. Every 6th respondent (17 percent) is going to buy higher quality food products. One from 10 respondents is going to spend more on cleaning products, but 30 percent will cut back on their beauty product budgets. 39 percent pay more attention to promotions and every 6th shopper will purchase cheaper products and private labels.

What do we expect from the post-pandemic period in shops?

Two thirds of respondents would keep some of the hygiene measures introduced by retail chains during the pandemic: nearly half of them want shopping trolleys and baskets to be disinfected frequently, and they would also be glad to use the hand sanitisers installed at the entrance. In-store promotional activities have remained popular, as 60 percent would welcome hostess promotions. 52 percent are happy to answer shopping-related questions. These numbers show that product manufacturers and retailers can continue relying on in-store activities and surveys in their work. //