Recent statistics: the sluggish economy has made Estonians cook at home again
Cooling down for several years now, the economy has left its mark on the consumption habits of Estonians, and price sensitivity is increasingly evident in purchasing behaviour, according to Prisma's 2024 statistics. Over the past year, the sales of unpackaged vegetables and dairy products used for cooking have skyrocketed. In the dairy product category, people tend to prefer more affordable alternatives, including bagged milk and Prisma's private label products.
This year, the sales volume of almost all ingredients used in everyday cooking has increased significantly. For example, compared to last year, Estonians have purchased pumpkin by a third more than before, and 71% more of unpackaged potatoes, and over a tenth more onions. On the other hand, the sales volumes of unpackaged pastries and pies, ready-made smoothies and ready-made meals have decreased.
"For customers, price is becoming an increasingly important argument – two-thirds of consumers base the contents of their shopping cart on price, and 67 percent of people are willing to go to another store to get the product they need cheaper there," said Kaimo Niitaru, Director of Assortment and Procurement at Prisma. "Therefore, it is not surprising that the sales of reasonably priced products have increased the most, allowing us to prepare delicious meals at home more affordably."
In addition to the sales success of vegetables, statistics show that Estonians are increasingly buying many other ingredients needed in the home kitchen. Over the past year, sales of cream cheese, healthy spreads, and unflavoured yogurts have clearly increased. Other essential kitchen products are also purchased more frequently – for example, sales of the ever-popular groats and flours have increased by 4%. In the past year, the price of olive oil on the world market has increased significantly, which is why sunflower oil sales have increased by as much as 70% this year.
People are looking for something affordable but healthy
Kaimo Niitaru noted that although consumers are looking for ways to save on everyday expenses – as indicated by the once again rising sales of bagged milk – they are still willing to find ways to enrich their diet with high-quality food that meets their personal preferences, if possible. "Customers are buying more fish products and choosing vegan products that suit their preferences, and increasingly finding gluten-free options as well. It is also clear that Estonians' taste preferences are becoming more international every year: this year, for example, sales of Tex-Mex products have increased by 15%," he said.
Cooking at home and looking for cheaper options, which is becoming more and more common, does not mean that we don't treat ourselves to something good every now and then or that we don't remember our loved ones on their special occasions. Compared to last year, 194,000 more ice creams have been purchased this year, with sales of popsicles increasing the most. Also, sales of braided breads have gone up by 76% and sales of candy boxes by a tenth.