Consumers prioritize savings in their shopping cart

July 3, 2024, Las Rozas de Madrid. Nine out of ten shoppers say that the offers, promotions and discounts available at their supermarket play a decisive role in their purchasing decisions. This is one of the findings the first report “Tu Bolsillo al Día: a study of consumption and savings trends”, an annual study prepared by Dia that analyzes the evolution of consumer behavior in the context of the sector’s transformation and current economic challenges. A context characterized by greater concern among families about saving money in the shopping basket has led to practices such as price comparison, buying promotional items or planning the weekly menu in advance becoming some of the frequent habits that allow them to reduce the expenses they allocate to this activity.

The rise of private labels is another trend that has taken centre stage in recent years, and already accounts for 43.7% of Spanish households’ shopping baskets. Thus, a study by Dia shows that almost half of those surveyed have changed their shopping habits towards more affordable products, preferring to consume private labels. In fact, six in ten say their own brand allows them to save money on their shopping cart, and 50% claim that this savings amounts to 10 to 25% of their monthly purchase.

On the other hand, customers express great concern about maintaining a healthy lifestyle. In this sense, when the opportunity arises to purchase higher quality products at higher prices, A third of respondents said they were willing to pay more for better quality.

However, more than half (almost 60%) would do so only depending on the type of product, thus sacrificing the quality factor for the sake of their pocket. The survey concluded that 45% of respondents spend 50 to 100 euros per week on shopping, while 42% spend only 25 to 50 euros.

Diverse selection, proximity and loyalty clubs are key to choosing where to shop

In the current environment of product and brand diversity, most respondents say they do not choose a specific store, preferring to shop at several supermarkets to have flexibility in their decision-making. Specifically, nine out of ten customers do this, focusing on the type of product they need, the location or the offers available at each store.

Given this panorama, Dia’s study concludes that Price has become the aspect that is most valued by customers when it comes to loyalty to a supermarket. concrete, ranking first among seven out of ten respondents. This is followed by proximity and closeness to home, fundamental aspect for 60% of clients. In third place are There are offers, discounts and promotions (48%), followed by customer service and attention (35.7%) and loyalty clubs (27.2%).

In-store shopping, daily and with offers

The physical store remains the dominant shopping channel for more than half of shoppers (53%), offering greater savings than online. The ability to see products or offers available in stores in person is crucial for respondents when deciding to leave the house.

If we look at the frequency with which shoppers visit the supermarket, in line with the latest trends in the sector, which show that they prefer to go more often and make purchases of smaller volume and value, Dia’s research shows that 40.7% of people prefer to make a daily purchase.

In turn, offers have become fundamental in building customer loyalty, influencing the purchasing decisions of nine out of ten respondents (87%). When asked what promotions they prefer, 66% of respondents admit that they choose products at special prices and with direct offers. followed by strategies such as coupons, wallet cards and free samples.

Dia supports households with €150 million in advertising campaigns

For Inés Vilches, Director of Operations and Supply Chain at Dia España: “The findings of this first report once again highlight the changes that our customers’ preferences have undergone in recent years and the importance of identifying them in order to respond quickly and promptly to their needs. Committed to being at the side of Spanish families, regardless of the economic situation they face, Dia is committed to adapting to the specific needs of its customers and in the past year has strengthened its commitment to its own branded products, launching more than 2,400 updated references, as well as investing €150 million in promotions for the whole of 2024.”

In a clear desire for closeness and with the aim of being closer to its customers every day and being an ally so that families reduce their spending in the shopping basket, Dia undertook a comprehensive transformation process three years ago, based on a new store concept and a renewal of its own brand in search of maximum quality. The company has thus focused its efforts on renewing “Day of New Quality” consists of more than 2400 links that are successful in the shopping cart, where their weight already amounts to 57%.

It is very important for Dia that the customer can freely and flexibly choose the products to be included in their shopping basket. For this reason, the company offers a wide and varied range, consisting of high-quality models of its own brands at affordable prices, as well as brands of major manufacturers. In parallel, Dia continues to focus on innovation in its Dia products, the consumption of which can be Save 25% on annual shopping cart costs

Spanish family, that is, a purchase of 1000 euros can reduce expenses to 750-800 euros.

Additionally, Dia continues to work to support the nearly 6 million customers who are part of Club Day, a unique loyalty club that has been helping its members save on their shopping carts for 25 years with perks, discounts and exclusive promotions. Members can take advantage of offers, personalized coupons, weekly promotions on over 200 products, especially fresh ones, and 40% off their favorite products. Likewise, through alliance program with leading companies, Dia is becoming an undisputed ally of its customers’ savings beyond the shelves. By using partners such as Endesa, MAPFRE, Galp, Booking, Securitas Direct, Avis, Legálitas or Parques Reunidos, Club Dia customers can save up to 500 euros on their annual purchases.

*The study was carried out through a qualitative research procedure and a quantitative online survey conducted among 320,000 Club Dia customers aged 18 to 70 in March 2024, with a response rate of over 800.