The French wanted to celebrate the deconfinement. This is what the latest study by the firm specializing in the analysis of Nielsen purchasing behavior points to. In fact, the French consumed on average 9% more consumer goods than the same week last year. Certain products, such as alcohols or frozen foods, experienced much stronger growth.
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For the first week post-containment, the French therefore went massively to stores to buy consumer goods. If the sale of hygiene products (-3%) or soft drinks (-3%) decreased slightly compared to last year, that of fresh products (+ 9%), cleaning products ( + 12%), alcohol (+ 9%) or sugary frozen foods has increased significantly. On average, therefore, the French bought 9% more consumer products.
Champagne rush ...
" As in recent weeks, frozen savory products , savory groceries, the fresh food section ... are increasing sharply," wrote Nielsen in his press release . They still benefit from a massive shift from out-of-home circuits (restaurants, canteens, etc.) to consumption at home. Trends in confinement life therefore remain largely visible, notably with cooking ingredients (thickeners for sauces + 137%) or pastry (pastry products + 75%, flour + 35% ...). As long as telework remains widespread, as many children are still at home, as restaurants are closed ... these trends will remain marked. "
Comparing the purchases of the week of May 11 to the products that the French bought during confinement, Nielsen points to a very strong recovery in alcohol sales, which experienced a drop of -4% during these two months of confinement, and which jumped therefore + 23%. The French have thrown themselves on champagne, surely to celebrate the reunion with their loved ones. They bought 74% more than during confinement. The beers also experienced a 30% rebound from the containment period. Gin (+ 68%), rum (+ 31%) and vodka (+ 31%) were also particularly popular.
... and frozen
" Very clearly, this first week was an opportunity for the French to celebrate," explains Nielsen. The wine regains colors, in particular the reds and whites which have been in decline in recent weeks. Spirits have seen a marked improvement, even the gins and rums that had progressed during confinement have accelerated in the past week. ”
Among other consumer products, savory frozen foods were already very sold during confinement (+ 28% compared to an identical week last year), and they have risen sharply since May 11 (+ 18%). The same goes for fresh and dairy products, which were up 16% during containment, and which are now up 9%.
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Finally, the drive and home delivery are very strong compared to last year, with + 68% and + 55% respectively in sales compared to last year. Large hypermarkets stagnate (+ 1%) when supermarkets are more popular (+ 13%).
Basic trends?
“ We see heavy trends visible during containment and which continue , explains to Le Figaro Sébastien Monard, marketing director at Nielsen. E-commerce and home deliveries have no doubt become new habits during confinement, this could continue. In terms of products, we had noticed a new dynamism during the confinement on salted frozen foods, which are practical to store, and this continues strongly during this first week. "
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" We are on very strong food growths because there is a lot of teleworking, therefore people at home, and the restaurants are still closed," concludes Sébastien Monard. When these reopen, this growth in consumption will inevitably settle down a little. ”