The share of the low price segment in the assortment of consumer goods, as well as food products, increased in May to 17.7% compared with an average annual value of 16.9%. Experts see this as a consequence of a reduction in consumer income in the Russian Federation due to the COVID-19.
At the same time, the share of goods in the premium price segment decreased to 34.4% in May, compared with 35.8% on average for the year. This trend has affected meat products, tea, water, pasta, fruit juices. On average, low-price pasta sales accounted for 18.7% of annual sales. In the period from April 27 to May 24, the indicator of such sales reached 22.8%. The share of the low price segment in mayonnaise sales increased to 9.5% from 7.3%; chocolates by weight - up to 15.7% from 14%. At the same time, the share of the premium class in the category of pasta decreased from 37.1% to 33.7%, in the category of chocolates - from 30.8% to 28.7%.
Konstantin Loktev, director of relations with retailers at Nielsen Russia, notes that almost a quarter of the respondents (24%) report the impact of the COVID-19 and related income restrictions. He also added that 66% of consumers noticed a price increase, and 30% began to look for discounted goods more often.