Consumption of private labels at the Greek supermarkets has skyrocketed at 94% in 2021 according to the latest study conducted by Focus Bari via the Focus Bari | YouGov private online panel. The market of private labels seems to have grown tremendously within the last twenty years, comparing results of three national studies : Το 2000, ο ένας στους δύο Έλληνες καταναλωτές (50%) αγόραζαν τακτικά/συστηματικά τουλάχιστον ένα είδος σε private label. 

• In 2000, one in two Greeks (50%) regularly purchased at least one product category of private labels.
• This proportion is found at 77% in the study of 2010, and has reached 94% in the July 2021 study.
• What also seems impressively increased is the variety of different product categories that consumers prefer to buy in private labels : with toilet paper and napkins at the top, followed by detergents and cleaners, around 40 different product categories are purchased in private labels at the Greek supermarkets.
• Interestingly, both in the 2010 and the 2021 studies, the majority of consumers perceive private labels as “value for money products”, yet…
• If a branded product is found at an offer or a price approaching that of the private label, the majority of consumers tend to prefer the branded one.

Key Learning : brands hold their power, provided they approach consumers with empathy in view of the squeezed economic & pandemic conditions

Download the full presentation of the study here

According to the latest results of Focus Bari | YouGov survey conducted in 21 countries in June 2021, and also according to all the “waves” of the study which has been conducted systematically by Focus Bari in Greece, it is found that:

• 68% of Greeks say they have had the covid vaccine or have a set appointment to have it or are definitely going to have it soon.
• The proportion of “refusers” is impressively higher among younger ages, while a steady proportion (slightly above one in ten) is observed among all age groups.
• In comparison to 20 other countries around the globe that were covered in the survey, Greece is found at the lower end in terms of proportion of vaccinated population/overall positive population towards the covid vaccine..

The presentation of results can be found here

According to a new global survey conducted by Focus Bari | YouGov in 17 countries, the pandemic year has brought about new shopping habits as well as consumption of specific food categories and food delivery habits among the Greeks.  Actually, the survey showed that:

• Four out of ten Greeks shopped supermarket goods online at least once during the pandemic, and one out of three intend to keep this habit in the future.
• 13% say they prefer the online channel as their main one for supermarket shopping, while 9% intend to adopt this habit in the future, as well.
• As far as specific sources are concerned, nine out of ten have shopped at least once directly from the e-shop of their supermarket of preference, while one out of three have also shopped supermarket goods via the app of a food delivery service.
• More than one in three Greeks have increased consumption of fresh fruit and vegetables during the pandemic, as well as that of house cleaning products.
• On the contrary, the survey notes a considerable drop in the purchase of pre-cooked meals, ready meals and alcohol.

You can see or download the full presentation of the study here

The virtual event on The Next Day for MRX organised by SEDEA and the Institute of Communication took place on March 24^th

Guest speaker was Anne-Sophie Damelincourt, Blue Lemon Insight & Strategy – Founder & Owner | former ESOMAR Council Member I Treasurer.

In the same panel there were also:

• Valeria Tsamis, President of SEDEA | Managing Director, FOCUS BARI,
• Angela Stathopoulou, ESOMAR Representative | Partner-Research Director, METRON ANALYSIS,
• Maria Chryssicopoulou, Head of Customer Research & Customer Insights, OPAP, 
• Kostas Houndas, Strategy and Business Analytics Officer, TEMPO-OMD
• Aimilia Tseimazidou, President of IoC | Chairman attp group

The event was attended by 57 companies and more than 75 participants in several sectors.

The video of the event and key take-outs can be found here