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Menos productos frescos y más ofertas: los consumidores cambian de hábitos por la inflación de los alimentos Consumidores en un supermercado
La demanda de productos frescos se reduce en favor de artículos envasados y con vida útil más prolongada El precio de la alimentación se ha convertido en la principal preocupación de los españoles, según la consultora NielsenIQ La Organización de Consumidores y Usuarios estima que el 90% de los consumidores ya está cambiando sus hábitos por la subida de los precios La fuerte subida de los precios de la alimentación, la más intensa registrada en la serie histórica, está provocando cambios en los hábitos de compra de los consumidores. Nueve de cada diez asegura haber modificado sus costumbres por el aumento de la inflación, según se desprende de una encuesta elaborada por la Organización de Consumidores y Usuarios (OCU).
Entre los cambios más significativos que se apuntan está la reducción del consumo de productos frescos , una opción por la que se inclina uno de cada tres consumidores. Los que habrían recortado la compra de frutas y verduras alcanzan el 18%. Una tendencia que ya han detectado también los productores en el campo.
“En frutas y hortalizas se nota claramente que hay menos consumo. Tras el aumento brutal que se produjo en la pandemia y la normalización de 2021, lo que estamos viendo ahora es que la gente consume menos. Creemos que no todo el mundo está consumiendo lo que querría y el factor determinante es el precio. Ya pasó durante el otoño, pero sobre todo se ha notado en la campaña de navidad, donde los pedidos no han alcanzado el ritmo de otros años”, explica el responsable del sector hortofrutícola en COAG, Andrés Góngora.
Consumidores sensibles a los precios La reducción en el consumo de alimentos frescos se confirma también en el informe de ‘Tendencias de Consumo 2022’ de NielsenIQ, que recoge como la demanda de estos estuvo todo el año por debajo de los niveles del ejercicio anterior y acabo cerrando con una caída del 2,5% Los mayores descensos se los llevó el pescado (-9,1%), seguido de la fruta (-5,5%) y la verdura (-3%) .
Pese a esta bajada del consumo de los frescos, la demanda se mantuvo prácticamente estable (con una pequeña reducción del 0,7), porque se vio compensada por el incremento de otros artículos de vida útil más amplia como los alimentos congelados y envasados.
Estos cambios en los hábitos de compra se deben, explican, al efecto de la inflación, que en el caso de los alimentos y bebidas no alcohólicas se sitúo el pasado diciembre en el 15.7% . Y es que, según datos de la consultora especializada en mercado de gran consumo, hasta un 70% de los consumidores reconoce ser sensible al precio de los productos a la hora de realizar las compras.
Además, estiman que los precios de la alimentación ya son este año la principal preocupación de los consumidores , por delante de otros aspectos como la crisis de suministros o la crisis económica.
Gasto récord y alternativas 'low cost' Este encarecimiento de los productos básicos que, de momento, no da signos de remitir, ha provocado que el importe total de la cesta de la compra batiera récords en 2022: según NielsenIQ, alcanzó los 105.000 millones de euros, lo que supone un crecimiento del 9,1% respecto al año anterior.
Ante esta situación los consumidores optan por reducir el número de artículos que adquieren, aumentan la frecuencia de las compras y se inclinan por alternativas más económicas. La encuesta de la OCU señala que siete de cada diez estarían priorizando ya los productos en oferta y los de marca blanca (cuyo peso ha aumentado significativamente en la cesta de la compra durante el pasado año) , mientras que el 58% de los consultados habría incrementado sus compras en supermercados ‘low cost'.
¿Medidas para contener los precios? La bajada temporal del IVA de los alimentos básicos que entró en vigor a comienzos de año podría no servir, señalan desde la consultora, para que los clientes empiecen a sentir un descenso de los precios, ya que los costes de producción siguen situándose en niveles elevados . Es la misma opinión que mantienen las organizaciones de agricultores y ganaderos, que no son optimistas respecto a una próxima bajada de los alimentos.
En esta situación, la Organización de Consumidores y Usuarios ha reclamado al Gobierno que extienda las rebajas fiscales a otros productos como la carne y el pescado . Por su parte, desde Podemos insisten en la idea de poner un tope máximo a los alimentos básicos , que se sitúe en el entorno de precios que marcaban antes del inicio de la guerra en Ucrania. El Ejecutivo ha rechazado poner en marcha nuevas medidas hasta comprobar el efecto de la bajada del IVA y se ha mostrado confiado en que el precio de los alimentos comience a bajar "lo antes posible".