The study found that the main difference between high and low levels lies in the way they are purchased, although liquid milk, oils, soft drinks, cookies and pasta are present in all homes. what Mexican families buy. One way of looking at it is that not all homes buy the same thing, based on a basket of 75 categories, it was found that the average home annually buys products from 52 of them, the high end has 54, while the low end The most modest items to buy from 50 categories.
Just as there are differences, there are also similarities, there are categories (apart from tortillas) that cannot be missing in any home: liquid milk, toilet paper, laundry detergent, oils and non-stick coatings, refreshmentscookies and pasta for soup.
The fact that they buy them does not mean that all families buy them in the same quantity, but there are categories in which the households that buy them carry practically the same quantities, such as: toilet paper, bread products, vitamins, table chocolate. , soups and toothbrushes.
In the categories where there is a difference in the quantities carried by each level, it was found that households at the high level carry a greater amount of these products: cereal bars, mineral water, ice cream and ice cream, coffee creamer, packaged bread, margarines and/or butters, isotonic drinks, paper towels, conditioners and cleaning products.
On the other hand, the lower levels buy a larger amount of products such as: diapers, soaps, soup pasta, chlorine, snack sauces, oil, bottled water, models, powdered desserts, snacks and powdered drinks.
There are products that are only found in less than 30% of Mexican homes: medicated acne soaps, peanut or hazelnut creams, energy drinks, groceries children’s products, mouthwashes, vitamins and batteries.
There are some items whose higher presence is detected at high levels, and although they reach low levels, it is in fewer homes, such as: paper towels, liquid spices, honey, evaporated milk, air fresheners, iced tea, jam, butter peanuts and hazelnuts, mouthwashes and pet food.
The main difference between the different socioeconomic levels in Mexico lies in the method of purchase; Low levels buy 265 times a year, with tickets of $70, practically half of their purchases are made in the traditional channel, that is, 48% of their spending remains in small stores, then 16% in self-service, but in a warehouse format, and 8% of them buy at your doorstep, either through catalogs or a variety of door-to-door products ranging from water jugs to bulk cleaning products.
On the other hand, high levels buy 237 times, that is, 28 times less than high levels, but with larger tickets of $97 and fuller carts. This is related to their main channels of purchase, they tend to carry more products; 52% of their consumption is in the modern channel, with hypermarkets and supermarkets being the main ones. Their purchases in club stores as well as grocery stores stand out. They also shop in the store, 30% of their spending is done in this channel.
This difference in the channels they shop on also affects their spending, while low-ends have lower spending, buying smaller formats, which are more expensive in the long run than high-ends who buy larger sizes on modern channels if they want to. We look at the price per liter or kilogram, they definitely know about these differences in what it costs them, but their payment capacity does not allow them to carry more to pay less, and it is the local formats that have the appropriate products for their consumption. “So if we see the difference between high and low level spend on this basic basket, the high level spends 20% more,” commented Fabián Ghirardelly, Regional Director of Kantar Worldpanel Mexico.
Source: Kantar Worldpanel México / www.kantarworldpanel.com/mx