Currently, 29.7% of consumers regularly purchase 20-40% of their food during promotions. This is mainly declared by 25-34-year-olds, earning PLN 7,000-8,999 net per month, and with higher education. Just over a year ago, the above indication applied to 28.8% of consumers, so there has been an increase. Now 23.2% of respondents buy in promotions 10-20% of food purchases, and 18.2% surveyed – 40-60%. Meanwhile, 1.8% of survey participants believe they make all their purchases at a discount. Only 0.3% of respondents do not reach for any food items on promotion. Altogether, 93.5% of our countrymen admit that in some form they take advantage of discounts and can determine their share in food purchases. Last year’s result was 90.5%.
According to a study by UCE RESEARCH and the BLIX Group, carried out for the needs of the “BLIX AWARDS – Consumers’ Choice” project, 29.7% of Poles regularly buy 20-40% of food purchases made in stores during promotions. The fact that three out of ten consumers state this is mainly due to inflationary pressure and rising living costs. Poles are increasingly using promotions to balance their budgets, especially those with lower incomes, who are more sensitive to price changes – comments Marcin Lenkiewicz from the BLIX Group.
The above statement applies more often to men than women. Primarily 25-34-year-olds, with a net monthly income of PLN 7,000-8,999, and higher education respond this way. Typically, this is claimed by residents of cities ranging from 200,000 to 499,000 inhabitants.
“Men and 25-34-year-olds are beginning to stand out with growing financial awareness and care for the household budget. Consumers with high incomes and higher education may be able to plan their purchases better and take advantage of available promotions strategically. Meanwhile, residents of larger cities have easier access to a wide range of promotional offers,” explains Marcin Lenkiewicz.
In a study conducted last August, consumers also most often indicated 20-40%. At the time, this applied to 28.8% of respondents. “The increase in percentages may be the effect of intense price warfare among discount stores in Poland, which has strengthened the importance of promotions in the purchase strategies of our countrymen. In the last year, retail sellers have significantly increased their investments in promotional communication, which has resulted in greater consumer awareness of available offers. The growing popularity of apps with promotional leaflets, which intensively promote the use of bargain-searching tools, is also significant here,” says Łukasz Moszyński from the BLIX Group.
This year, 23.2% of respondents indicated that they regularly buy 10-20% of food purchases made in stores during promotions. 18.2% of those surveyed declared 40-60%. In the case of 8.7% of respondents, it is less than 10%. Meanwhile, 8.1% of survey participants make as much as 60-80% food purchases during promotions.
“There is a diversity in Poles’ approach to promotional food shopping – from moderate to extreme. Consumers who buy 10-20% of their food this way are probably loyal to their favorite stores, and they treat promotions as an addition, rather than the main factor determining the choice of a given product. Meanwhile, for those indicating the 40-60% range, discounts are a key element of the purchasing strategy, which may be the result of the growing availability of tools, such as apps with promotional leaflets, and intensive promotional communication from retail networks,” analyzes Łukasz Moszyński.
The study also reveals that 6.2% of respondents cannot determine themselves in the above matter. Only 3.8% of respondents indicate that they buy more than 80% of food during promotions. Meanwhile, 1.8% of survey participants declare that they buy everything this way in stores. Only 0.3% of the respondents claim they do not buy anything during a promotion.
“The general trend indicates that promotions play a significant role in purchasing decisions. For a certain group of consumers, they are an absolute necessity. This is probably related to a more challenging economic situation and the search for maximum savings. Shopping only during promotions these days is difficult, but not impossible, especially with the help of promotional apps. Totally avoiding discounts is rare and concerns less price-sensitive people,” says Piotr Biela from the BLIX Group.
As the study showed, 93.5% of respondents take advantage of promotions in some form and can determine what percentage of their food purchases they make. In last year’s survey, the result was 90.5%. In Łukasz Moszyński’s opinion, an increase in the number of people who can precisely determine what percentage of purchases they make during promotions suggests that Poles are becoming more conscious players in the market. Consumers have learned not only to take advantage of simple promotions, such as “2 for 1”, but also to analyze more complex discount mechanisms, such as loyalty discounts, coupons, or time-limited offers.
“The result of growing price awareness among consumers and a more thoughtful approach to shopping is noticeable. More and more Poles are not only taking advantage of promotions but can also consciously manage their spending, which testifies to their deepening knowledge of various buying strategies. Consumers are becoming proficient in differentiating promotions and adapting them to their needs,” adds Piotr Biela.
According to Marcin Lenkiewicz’s forecast, the coming weeks will be favorable for people oriented to promotions due to the upcoming period of intense purchasing occasions in the fourth quarter of the year. The season starts with thematic purchases related to Halloween, and then proceeds to Black Friday. This gives retail networks an excellent opportunity to intensify promotional activities, not only on electronics but also on food items. During the December, pre-Christmas shopping frenzy consumers will be looking for more promotions to lower their shopping costs.
“During this period, competition between retail networks, especially discount stores, will intensify. Additionally, stores will have to respond to growing inflationary pressure and increasing consumer sensitivity to prices. In the coming weeks, shopping lists, both physical and digital, will also play a significant role. They will allow for precise planning of purchases and more efficient use of promotions. Grocery stores can expect an increase in interest in promotional products, as well as increased traffic in mobile apps and price comparison services,” summarizes Marcin Lenkiewicz from the BLIX Group.
Research Method Description
The survey was conducted on 27-30.09.2024 by CAWI (Computer Assisted Web Interview) method by UCE RESEARCH and BLIX Group for the needs of the industry project “BLIX AWARDS – Consumers’ Choice” on a sample of 1021 adult Poles aged 18-80.
Source: https://managerplus.pl/935-proc-konsumentow-twierdzi-ze-regularnie-nabywa-jakas-czesc-zywnosci-w-akcjach-rabatowych-87769
