During the month of June, in-Store Media analyzed consumer behavior in three key markets, providing data that reinforces the importance of adapting campaigns to each local context.
Physical stores continue to lead in the FMCG sector
In Spain, Chile, and Argentina, physical stores continue to lead as the main purchase channel: 97% of shoppers in Spain, 93% in Chile, and 93% in Argentina[1] prefer this format.
In Spain, the new shopping habit is more tactical and frequent: consumers make an average of 3.2 visits per month to hypermarkets and 4.7 to supermarkets. A similar trend is observed in Chile, although more intensified, with an average frequency of over 6 monthly visits.
Shopping habits: loyal to the list?
Chile and Spain tie in the use of shopping lists: 65% of surveyed Spanish and Chilean consumers use a list, but walk through the store to complete their purchases. In Argentina, where consumers are more trained by inflation, this figure drops to 53%.
A differentiating data point from Spain is that only 14% of respondents strictly follow their list, revealing a high degree of influenceability at the point of sale: 86% admit to being swayed by store layout and stimuli.
Price and promotions: the main drivers in uncertain times
In a globally uncertain environment, price and promotions are consolidated as the main decision-making drivers:
- In Chile, 64% stated they have recently purchased more products on promotion.
- In Spain, 71% choose a store based on promotions, a 21-point increase compared to 2021.
- In Argentina, 96% said they have been more attentive to discounts over the past year.
In addition, 68% of Spanish consumers would be willing to switch brands for an attractive promotion. Argentina shows similar behavior, with 71% of shoppers willing to change their purchase decision to take advantage of an offer. In contrast, in Chile this percentage drops to 53%.
Private labels: a rising trend in Spain and Chile
In Chile, 15% of consumers say they always buy private label products, while 35% do so frequently, meaning 50% regularly prioritize these types of products.
In Spain, private labels continue to gain ground, especially in essential categories like breakfast, household, and dairy. Over the past 15 years, their penetration has grown from 32.3% to 51.5%. However, more than half of consumers combine private label products with national brands, which they still value for quality, taste, and innovation.
What media influence the purchase decision most?
In the three countries analyzed in June, the most influential medium on purchase decisions is in-store communication, surpassing television, out-of-home (OOH) advertising, and social media. This reinforces the relevance of activations and strategic messaging within the retail environment, especially in a context where shopping behavior has become more tactical and savings-oriented.
[1] Data from OSE Argentina Study 2024.
