Differences in the Easter consumption habits of Greekswith “scissors” in travel and vacations in relation to previous 10 yearspurchases of smaller quantities of lamb and goat, smaller family tables, but also handmade sweets at home, research by Consumer Goods Retail Research Institute which is published today (23/4).
Four to the 10 consumers answer that they will reduce their expenditure on food this year compared to last year and in fact 31% answer that this year’s expenditure will be greatly reduced by at least 10%. Of course, there is also a 34% who answer that they will increase their spending this year, either by more than 10% (24%) or less. The research estimates that on average this year’s Easter spending per household will amount to 190 euros, 120 euros for groceries and 70 euros for other items, such as e.g. gifts.
Fewer trips – smaller tables
His research IELKA was carried out in March 2024 with a sample of 800 consumers from all over the Hellas. The results are interesting both in relation to eating and purchasing habits, he observes Institute:
- 1 in 4 households (26%) declare that they will travel on Easter outside the urban centers to a village or island. This percentage in the previous decade reached even 53%
- Family tables these days will be smaller than in the past. 43% declare that they will participate in large family tables of more than 10 people. This percentage is up from 40% in 2023, but clearly down from 67% in 2019.
- The Do-It-Yourself (DIY) trend in cooking and baking is on the rise. In other words, consumers choose to make their own sweets and other Easter items in higher percentages than in the past. The percentage who will make sweets at home rises from 43% to 50% and dyeing eggs rises from 62% to 79%.
Smaller amounts of lamb
- As for lamb and goat, lamb spitting – although an increase is recorded in relation to 2023 – compared to the past gathers low percentages. Specifically, 33% say they will skewer lamb compared to 32% in 2023, when the percentage in 2019 was at 67%.
- Baking in the oven is recorded increased from 40% to 46%. This development combined with the reduced number of people at the family table translates into considerations for purchasing smaller quantities, but also the choice of different “cuts” for the types of meat by consumers. 42% state that they will buy lamb or goat from the butcher, while 31% from the supermarket.
- Finally, a reduced percentage of 9% (against 12% in 2023) declares that they will have an Easter meal in the catering industry.
The market will heat up at the last moment
The majority of purchases will be made on Great Weekas consumers will also expect its payment Gift Easter to make their purchases. In particular, only 35% will make the purchases earlier. 4% will do their shopping next weekend, 53% on Great Week and 9% last minute.
Source: DAILY
