First-hand information from market researchers

Nearly 100 participants registered for the online Trade Marketing Club meeting on 7 April. DigInStore TrafikTV sponsored the event, so participants had to pay no fee to discuss the changes in consumer behaviour, retail channel and retail chain preferences, brand acceptance, digital innovations and other topics.

Yet another restructuring

Tünde Turcsán, GfK’s FMCG director gave an overview of the pandemic’s influence on consumer behaviour. In the so-called Covid years FMCG sales increased, but shopping frequency dropped.

Online’s share from total FMCG sales is already 2%. Csilla Czikora, NielsenIQ’s client service director spoke about the main trends of 2021 and what the future might bring. The slowdown in volume sales growth indicates that consumers are aware of rising prices. Gergő Kovács, NielsenIQ’s client business partner revealed that 4 from the Top 7 store choice factors are price-related. In Hungary and in the region three quarters of shoppers are actively searching for promotions and buy in these periods.

Superb performance by Hungarian retail chains

Andreas Christou, managing director of RetailZoom analysed the last year and the 1st quarter of 2022, from the perspective of Hungarian retail chains. Sales augmented by double-digit numbers and while basket value increased, fewer items were purchased. Sales grew the most in tobacco shops, and in this channel 10% of shoppers don’t buy tobacco products at all.

Norbert Madar, senior consultant of gkid Research & Consulting talked about the most important factors shaping retail trade. E-commerce’s share is 20% at a global level and it is 10% in Hungary. Online buying frequency keeps growing and this year is likely to bring 19-20 occasions/person in this respect. //