Source: Kantar. Kantar, leading consultancy in consumer panels, brought together the main players in the sector to analyze the environment of the large consumption and its main trends within the framework of its series of Perspectives 2022 presentations.
Economic forecasts predict a good 2022 for Spain, thanks to its successful vaccination campaign and despite the increases in the prices of goods and services, which will also mark the year. This positive impact has led to the reactivation of employment and the economy and, therefore, of the best before date, which is gradually returning to pre-pandemic levels and returning to the long-awaited normality, although with new habits and customs, such as telecommuting or online commerce.
The large consumption sector, adding consumption inside and outside the home, ended 2021 in a stable manner, with an evolution of -0,1% compared to the previous year. By categories, in 2021 spending on textiles increased by 15,7%, spending outside the home by 23,4% and gasoline by 28,6% compared to 2020. However, domestic consumption of products FMCG, in its acronym in English, has not maintained the level reached in 2020, in which it benefited from confinement, restrictions and closures of the Horeca channel.
The pandemic has brought with it a series of new daily consumption habits. A) Yes, ecommerce is consolidated and continues to grow in 2021 in all sectors, reaching shares of 2,9% in FMCG, 12,3% in beauty and 20,8% in fashion. Outside the home, delivery and take away represent 1 out of every 4 euros spent. For its part, the number of physical purchases per household continues to decline, reaching 233 in 2021, 40 purchases less than in 2013.
Likewise, teleworking has been established in 7% of the population, which represents 8 million weekly occasions of consumption caused by this modality.
Without a doubt, 2022 will be marked by the volatility of inflation and energy prices. According to Kantar data, during 2022, the rise in prices will affect manufacturers and distributors and this increase will be transferred to the final consumer.
Kantar forecasts that 2022 will be the year of a return to normality in the consumer goods sector, with a first half marked by a decrease in FMCG and a more stable second half of the year. Kantar's forecasts for the internal consumption of households for the end of the year are 76,6 million euros, a figure that is already beginning to approach 2019 levels.
