In the region, it is estimated that more than 4 million people show interest in the digital environment for supermarkets, being Walmart, Pricesmart, Paiz, La Torre, La Colonia and Super Selectos, some of the chains that have better positioned in the minds of consumers.
Wednesday, July 29, 2020
An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, gives interesting results on the preferences and tastes of people in various products, services, store chains, brands and activities.
Below is an extract of the analysis:
In all markets of Central America, most of the consumers who have expressed interest in the digital environment in supermarkets are women, who to a large extent are located in a demographic range between 19 and 35 years old.
(Image from the report, with details of the positioning of some chains at the regional level).
When analyzing the store chains associated with the interest in supermarkets, Panamanian consumers classified as having a high socioeconomic level, quite frequently relate Pricesmart and Walmart (store format without presence in the country, but the population associates it with the term) to this type of business. In the case of the Guatemalan market, Paiz and La Torre are among the brands most associated with the term.
In the digital environment of Costa Rica, Walmart and Pricesmart chains are some of the brands that consumers most associate with the word "supermarket", while in Honduras, Supermercados la Colonia and Pricesmart are two of the chains that people most relate to this type of business.
The analysis details that in El Salvador, some of the chains that have positioned themselves more in the minds of consumers are Pricesmart and Super Selectos, and in the Nicaraguan market the stores that operate under the concept of La Unión, are among those that most monopolize the digital interactions of consumers.
This summary is just a glimpse of the deeper analysis that can be developed at the level of each country, each brand, comparing with competitors and segmenting the results by areas, socio-demographic characteristics, purchasing power of individuals, store format, relationship with other terms associated with the product, among other details.
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Finding out how many people live in the surroundings of the establishment, their income levels, their ages and their tastes and interests, is fundamental information to measure the potential of a supermarket's location.
Using the Geomarketing solutions we have developed for our clients, CentralAmericaData's Business Intelligence team analyzed the environment of some of the main supermarket locations operating in Central American countries. Below is an excerpt of the study's findings.
In Central America about 5 million people show interest in snacks or chips on the Internet, being Lay, Doritos, Cheetos and Ruffles some of the brands with the highest positioning in the minds of consumers with high purchasing power.
An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, shows interesting results on the preferences and tastes of people in food and all types of products or services, as well as restaurant chains and activities.
In the retail business, the closeness and proximity of sales channels is becoming increasingly important for consumers, and may even be more decisive than product prices.
Consumer behavior has been changing in recent years, with increasing access to the Internet and the growth of tools and applications that allow not only searching for information, but also making online purchases.
In Costa Rica about 30% of supermarkets are in San Jose, Guatemala, the metropolitan area concentrates 45% of establishments, while in Panama, 32% are in West Panama.
An analysis of the Trade Intelligence area of CentralAmericaData provides interesting results on where they are located, who they are, if they operate independently or if they belong to a chain or business group.
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