Consumer Study Reveals the Popularity of Volume Promotions in Supermarkets

The study shows that almost half of consumers (48.2%) have made a ‘volume’ promotion purchase at the supermarket in the past month, for example as part of the 1+1 free and 2+1 free promotions . This practice is more popular than trying a new product (27.8%) or buying a brand different from the usual brand (27.6%).

The study also reveals that buying in volume is not the promotion preferred by consumers. When choosing between 1+1 free and 50% price reduction, 62.6% of them opt for 50% price reduction. In a general survey with several options, the 50% discount also emerged as a winner, with 36.4% of consumers preferring this promotion to other options, such as 1+1 free (27.6%).

“Here we see a very clear preference for promotions that reduce the receipt, which goes hand in hand with the drop in the purchasing power of Belgian consumers. Consumers are primarily concerned with keeping their purchases within their purchasing power and want to control their budget rather than getting a bargain on top of their budget”says Gondola.

Finally, even if the distributors limit or eliminate the distribution of their paper folder, the folder and the brand’s smartphone application are the most popular in the hunt for promotions, with respectively 40.4% and 39.2% of consumers who prefer these channels.