The emergence of the coronavirus in 2020 changed the shopping habits of the majority of Spaniards, who saw how their routines were altered. This led, for example, to the food sector registering a record global growth of 10% compared to 2.9% in 2019. That is one of the conclusions that emerge from the fifth edition of the ‘Winning Omnichannel’ report , carried out annually by Kantar . This collects the real shopping experiences of more than a million shoppers around the world, giving a view of the behavior of 5,000 million people.
The study also indicates that the purchase of food increased by 11.4% , while sales of home care products increased by 9.8%. On the contrary, as a consequence of the lack of social interactions, the health and beauty sector registered a year-on-year drop of 0.1%. In the case of soaps and shower gels, these skyrocketed, with growth going from 6% to 16%. In addition, sales of beverages, dairy products and food registered an increase of 8.6%, 10.3% and 11.4%, respectively. These uae top numbers was driven by the fall in consumption outside the home and greater consumption at home. With the closure of bars and restaurants, sales of alcoholic beverages increased by 11% , compared to a 2% growth in 2019.
The 10 Fastest Growing Categories Based
On the impact of the coronavirus on shopping habits In the case of Europe, one of the products that grew the most in 2020 was beers . In North Asia sugar and sweeteners were the big winners, while in Asia Pacific it was adult diapers. This category stands out above all in Latin America, where it grew from 41% in 2019 to an acceleration of 244% in 2020. Below, we share a chart from Kantar with the categories and their percentages. E-commerce doubled its growth rate The pandemic has accelerated the rate of growth of e-commerce in almost all markets. 5% more households around the world shopped for groceries online at least once in 2020, representing 67 million more households.
In 2019, this channel represented 4.9% of food purchases and in 2020, with growth of 45.5%, this percentage increased to 6.5% of global food sales. For comparison, in 2019 e-commerce grew by 18.9%. The greatest growth occurred in the Asian markets. In China and South Korea, 25% of food purchases were made online, an increase of 6.4% and 3.3%, respectively. The United Kingdom is the western market where the highest market share (11.4%) was registered in the FMCG sector. In all other Western markets, the market share is in the single figures. Including the United States, where it is just 4.1%. When defining the target audience, companies must answer some important questions that will help them. When developing their marketing strategies for B2B clients . First you must answer: who are the customers?
At This Point, Information Is Collected About
Your demographic location and interests , as well as your general profile. The following is what services or products the company provides and how these can help B2B clients. Either to meet and overcome objectives or essential challenges for their operation. It is also essential to make feedback from the interviews carried out or the comments received. To know the main complaints and objections of the target audience. And finally, the messages that will be used to reach B2B customers must be defined. Through a full understanding of their needs. Considering these aspects, it will be easier and more precise to define the perfect B2B clients. And thus achieve good results with marketing strategies.
