Tuesday, June 25, 2013

Consumer trends in the grocery business and the market may be shrinking

Marían Díaz, a reputable business reporter of El Nuevo Día, published on June 21st an interesting piece highlighting the results of a market study commissioned by Ferdysac Márquez, President of MIDA (la Cámara de Mercadeo, Industria, y Distribución de Alimentos) that was discussed during MIDA’s recent convention. The study relies on a survey conducted by Gaither International of the spending habits of consumers of groceries in Puerto Rico during April and May, 2013.

Market studies can become useful or probative to support or rebut allegations of just cause in distribution cases at least when evidence of market or economic conditions is an issue in the case. This evidence can also be relevant to corroborate the reasonableness of rules of conduct or sales quotas or goals or even to explore the “best efforts” that distributors can undertake to serve or promote the principal’s products or services. To paraphrase, just cause under Law 75 means a material breach of an essential contractual obligation on the dealer’s part or conduct that adversely and substantially affects the principal’s interests in the Puerto Rico market.

The study points out that consumers are spending less each month of this year in groceries when compared to the previous year and about the same dollar amount as four years ago. Díaz reports that the “study also measures factors that can affect the groceries industry in the future,” including the fact that the market could be shrinking from residents leaving or intending to leave Puerto Rico. The study highlights a number of factors that consumers take into account when buying groceries, such as:

New products. 31% of those surveyed are attracted to new products on the shelves but prefer to try the product first hand in the supermarket before making a purchase.

Out of stocks (OOS). This can be a recurrent issue in Law 75 cases and is a growing problem for retailers. 19% of those surveyed did not return to a particular supermarket with OOS in 2013 versus 12% in 2012. 60% blame the supermarket for the OOS.

Packaging. 32% of those surveyed prefer to purchase only products that have clearly identified expiration dates or are described as fresh.

Generic or Private Label Brands are becoming increasingly attractive for price and quality. 83% of those surveyed this year purchase private label products- an increase of 7% over the previous year.

The study also underscores trends of consumers in growing products in their homes and buying more frozen and locally manufactured products.