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A study from YES Group found how customer behavior changed during the pandemic COVID-19

A study from YES Group found how customer behavior changed during the pandemic COVID-19

The analytical agency YES Group at the request of "Ъ" held a study among 600 Russians between the ages from 18 to 65 living in cities with a population of more than 100,000 people. On the basis of the mentioned study interesting statistics were obtained about how the COVID-19 pandemic and the self-isolation regime affected on behavior of buyers and sellers in the Russian Federation.

Predictably, much of the trade has moved online. Although grocery stores were not closed, the regime of restrictions on movement and fear of falling ill in a public place had its effect. So from the infographic you can see that candies and the recognized leader of sales - buckwheat became particularly popular! At a time when seemingly useful products such as fruit juices are on the list of the most unpopular products.

Savings caused by the pandemic COVID-19 consumers led to the fact that retail turnover in the country in April fell by 23.4%, to 2.1 trillion rubles, said on May 26 Rosstat. However, volumes have changed unevenly. For example, according to the Ministry, the sale of food, beverages and tobacco decreased by only 9.3%, to 1.214 trillion rubles. As a result, the share of food in the retail turnover structure increased to 57.7% compared to 48.5% in April 2019.

At the same time, there is a very interesting trend in food selection. It would seem that essential products should come to the fore, but not. According to the Director of Work with Retailers "Nielsen Russia" Konstantin Loktev, the most popular in the food online retail, according to Nielsen, were fun candy. Their sales via the Internet increased by 510%, followed by chips (by 387%), dragees in chocolate (by 362%), salty snacks (by 319%), instant broth (by 307%), seeds (by 295%), chocolate tiles (by 251%). But the useful products are headed by anti-rating: drinks for baby food (growth rate was 83%), fruit juices (80%), drinking yoghurt (64%) and smoothie (56%).

Most probably, with the cancelation in many regions of the strict restrictions regime this statistics will change especially as the season of berries, fruits and vegetables comes.

дата публикации: 08 Июня 2020 г.

отредактировано: 02 Июля 2020 г.

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