Majority of Latvian residents’ shopping habits impacted by food price rise

The food price rise observed in recent months has affected 85% of Latvian residents’ food-purchasing habits. Only 13% of residents say their food-purchasing habits have not changed, according to a survey by Tribus Research.
Respondents interviewed during the study said they have started looking at discounted goods more often than before (53%). Respondents also said they have stopped purchasing non-essential goods (50%).
40% of residents said they have switched to cheaper brands of goods to save money.
90% of women and 79% of men have adopted new strategies for purchasing food to save money. Women are generally the ones in a household who are responsible for buying food, so they pay more attention to prices, discounts and brands.

They are the ones to decide what a households needs and which products are non-essential. Lately women in Latvia have started planning their shopping to save money.

Looking at groups of consumers – the ones that pay attention to novelties and may decide to try out new products, tastes and packages generally pick cheaper products when compared to conservative consumers, i.e. those who stay loyal to their preferred brands. «Consumers who may decide to try new products, as well as those who follow novelties, compose the majority of respondents (72%). Their loyalty to a specific brand is not high – this means that in an economic crisis and a situation when prices go up, it is important for brands to focus on optimisation of their products and offers to promote loyalty to their brands,» explains Tribus Research manager, Dr.Soc. Santa Usāne.
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Most often residents purchase food products in chain stores not located in shopping malls, such as Rimi, Maxima, Elvi and others (68%). 18% prefer to shop for food in food stores located in shopping malls.
Usāne adds: «Food product purchasing habits have not changed much in recent months and they remain at a level similar to prior to the covid pandemic. Residents have also started purchasing food online more often – 6% of respondents said they order food online with delivery. Online shopping for food with a drive-in option for collection is not popular in Latvia – less than 1% of respondents mentioned it as their main food shopping method.»
The survey was held online in May 2022. 501 respondents from all of Latvia participated in it. Tribus Research is an independent agency that regularly organises research on different topics in Latvia and Baltic States in accordance with local and Esomar quality standards.