Research: more than half of consumers have to be very selective about their purchases

Text Mark Taylor
Photo Andrei Chertkov

A survey initiated by the supermarket chain Prisma has revealed that 64 per cent of shoppers surveyed are forced to consider what they put in the basket and look for discounts when shopping, with 15 per cent sometimes having to give up necessary purchases.

“At the end of the year, we asked nearly 3,000 regular Prisma customers what their shopping habits are and how they assess their ability to cope in the current economic situation. We received confirmation of some trends, the signs of which can also be seen in our sales statistics – for example, the average shopping basket contains more discounted and own-brand products than before,” said Kaimo Niitaru, assortment and procurement director at Prisma Peremarket.

Almost half of the respondents (49 per cent) are forced to choose what they buy and look for discounts, and as many as 15 per cent sometimes have to give up purchases. Only a third of respondents (36 per cent) can usually afford everything they need. In terms of age, senior citizens have to give up items the most. According to residential areas, purchasing power is currently the worst in Ida-Virumaa.

The results of the survey revealed that 56 per cent of the respondents buy products with a discount or, for example, same-day validity, if possible, and 46 per cent choose the cheapest product in the product category (e.g. own-brand products). Young people under the age of 40 and middle-income people buy the most discounted products (e.g. same-day products).

“Consumers make less and less emotional purchases, the shopping trip is planned, the price per kilo is researched, and the choice is made for the cheapest one. Prisma’s strategic choice is to be the provider of the cheapest shopping basket, hoping to best meet customer expectations. We keep the product selection so wide that every customer can find something for themself in different product categories that would be more suitable in price. To help customers make economical choices, we highlight products with the message “Ootamatult odav” (“Unexpectedly cheap” in English) and continue to highlight special offers and the most affordable products in each product group,” added Niitaru.

If prices continue to rise, people are most willing to give up eating out, hobbies and hobby products, alcohol and tobacco, household goods and electronics. 75 per cent of the respondents are ready to give up responsible consumption (e.g. eco products, fair trade products if they are more expensive) in favour of cheaper goods, and 64 per cent of the respondents would also give up Estonian goods due to the higher price. Respondents with high incomes are the least willing to give up domestic goods in favour of cheaper ones.

2,766 Prisma shoppers participated in the survey. The survey data was collected in the period 01-13.12.2022.

To learn more about this and similar topics
Alcohol Discounts Own Brand Products Prisma Shopping Shopping Behaviour Estonia Shopping Trends Survey