Seven out of ten Valencian consumers claim to make it to the end of the month “fairly”, they have had to go into debt or make major changes to their way of life due to the impact of inflation, despite the fact that in general they are quite satisfied with the economic situation of the country. country. And this impact is also noticeable in consumer habits at home, so much so that the importance of the designation of origin at the time of purchase has decreased by up to five points.
From the 23.8% that in 2020 used to buy Spanish products and brands before products and brands from other countries, this has risen to 18% in 2023, according to the X-ray of consumption in the Valencian Community, prepared by the PATECO Office of the Valencia Chamber. .
The purchase of products and brands from 'my land' has also decreased in the last three years, and by up to seven points, before that of products and brands from other places: it has gone from 19.5% to 12.5%. . And even the "made in Spain" that can be read on clothing labels has reduced its importance for the buyer, since 15.6% of them have gone from being concerned about the origin of the garment in 2020 to 12% currently. .
The figures are part of the report presented yesterday and denote “prudence in purchasing decisions,” explains Begoña Marín, technician at the PATECO Office and the Council of Chambers of the Valencian Community. Marín explains that the consumer tends to “buy by price” and that little by little they have been “abandoning” the awareness of the local product that gave so much joy during the pandemic. “There is a clear return to the price, although the consumer is not or does not feel especially affected by inflation,” says the technician in statements to La Vanguardia.
The ruling is seen in the increase experienced by private labels, due to their price, in all purchasing categories. And it affects all households: those who can save look at the price in 39% of cases; But above all, they look at how much those who arrive fair or who are forced to go into debt pay, since they are more than half. Even consumers prioritize the price over the taste of food, the study indicates.
The attachment to proximity is still perceived, however, in the reasons that guide purchases in neighborhood stores: the quality of the fresh products, as well as the experience, “feeling good while you are there”; while in online purchases, aspects related to price are valued much more.
The report includes many other aspects of how the habits of the Valencian consumer have changed compared to 2020: now the majority prefers to make a large purchase that allows them not to have to buy daily and the number of people who say they look for offers and promotions increases; Local purchases decrease and the percentage of Valencians who usually make purchases online doubles.
The study also asks about the most frequented establishments. Although to a lesser extent (it has gone from 50.6% to 41.9%), the study establishes that Mercadona continues to be the first supermarket in the Valencian Community.
It is followed by Consum, which has increased buyer interest by two points. 22.1% regularly buy from the Valencian cooperative, two points more than in 2020. Carrefour also grows (12.9%), the third most common establishment for the Valencian consumer, followed by Lidl (7.3%) and Dia ( 2.8%).
