Consumption outside the home grew by 23.4% in 2021, which is why it approached levels prepandemic. The data of the Kantar consultancy They show the progressive normality of consumption habits and that the transfer of consumption from the supermarket to the restaurant is taking place, although at a somewhat slower rate than expected a year ago. All regions hovered around 80% recovery in the last quarter of 2021, ending the year with Madrid in the lead, followed by Catalonia, Aragon and Andalusia. The independent hotel industry accelerated its results in December. During the past year, home delivery of food (delivery) increased its penetration by 11 points compared to 2019, reaching a cumulative 45% of total consumption outside the home. The telecommuting Less than expected has been implemented and that is favoring the restoration.
Frequency of consumption
For Kantar experts, the frequency of consumption continues to be the great pending issue in the distribution sector. The expenditure per act, on the other hand, exceeds that of two years ago, reaching 9.2 euros. This increase in the ticket is transferred to spending per person, which has increased by 11% compared to 2019, in part due to the general rise in prices after the rise in costs. By region, all areas were around 80% of the recovery in the last quarter of 2021, ending the year with Madrid in the lead, with an improvement rate of 87%The speed of recovery has been closely linked to the different regulations and restrictions in the hospitality industry.
In terms of age, the oldest customers (50 to 75 years old) are the most active in consumption outside the home. Relaxation and pleasure emerge as the main motivations for going out, to the detriment of work. On the other hand, heto hostelry independent accelerated its results in the last month of the yearreaching a recovery percentage of 78% in the accumulated of 2021. Also noteworthy are the good figures obtained by quick service restaurants, which were more resilient to confinement and restrictions, in part thanks to the good development they already had in ‘delivery’ .
Aggregators (Uber Eats, Just Eat, Glovo…) have helped generate buying habits in the food delivery channel, which has added buyers around the world; the greatest growth in Europe comes from those over 50 years of age, thus allowing the perimeter of the customer target to be expanded. So much so that, according to Kantar, it has a greater reach than ecommerce and almost 4 times more purchase acts than food and beverage ecommerce. For their part, the “ready to eat” proposals have also grown; specifically 11% versus 2020. In this sector, Madrid has the greatest weight in Spain as a whole, followed by the Levante area and Andalusia.