Due to unusually hot weather, there has been a sharp increase in demand for ice cream, water and other appropriate summer food products, according to results of a survey performed among traders.
SIA Rimi Latvia public relations manager Juris Sleiers said in the survey that residents had significantly changed their purchasing habits ever since the heat wave started. Residents have developed a preference to refreshments.
According to information from Rimi Latvia, in the two weeks when air temperature in Latvia stayed above +30 degrees C, residents often bought ice cream and various ingredients for preparing cold soup – demand grew by 50%. Swimming goods and toys for children are also in high demand.
Ice, according to Sleiers, disappears from shelves “at light speed”.
Sales of ice cream alone have grown by 30% in Rimi shops.
Rimi Latvia has also observed that in summer residents prefer fresh products, such as vegetables and fruits. During the two hot weeks in Latvia demand in Rimi Latvia stores was particularly high for cold soup and salads. Demand for cold soup ingredients grew by 50%. Sales of marinated beats and other ingredients increased considerably as well.
Compared to the same period last year, an increase of 13% was observed for kefir in June and July.
As for salads, demand is the highest for fresh salad leaves.
At the same time, demand for refreshing and non-alcoholic beverages has increased by 50% over the course of the last month. As for the segment of alcoholic beverages, demand is the highest for beer and wine.
SIA Maxima Latvija communications manager Liene Dupate-Ugule admits the hot weather has impacted the purchasing habits of Maxima customers. She says demand is up for food products typical for the hot weather.
A considerable increase was observed for ice. Compared to May, demand increased 3-fold in July. Demand for ice cream, watermelons and melons increased as well.
Additionally, demand increased 5-fold for insect repellents. Consumption of non-alcoholic beer and cider increased about 2.2-fold in July.
“We are happy people stick to a balanced diet during the heat wave. Sales of fruits, vegetables and berries have increased. Potatoes, field cucumbers, cherry tomatoes, cabbage, carrots and eggplants are in high demand. As for fruits and berries, demand is the highest for watermelons, cherries, apricots and melons,” says Dupate-Ugule.
SIA Elvi Latvija commercial director Laila Vartukapteine admits the heat wave impacts not just thermometers, but also the contents of customers’ baskets.
Compared to a month prior, sales have increased for water (+62%), non-alcoholic beverages (+43%), ice cream (+72%) and ice (2.8-fold). Demand has also increased considerably for sun screen (+93%), balls (2.3-fold), games and toys (+21%), as well as leisure goods (2.8-fold).
“Contents of shopping carts suggest people prepare meals at home, as there has been a drop observed for canned food products,” admits Vartukapteine.
At the same time, she admits that in spite of the heat wave the season of food preservation has commenced in Latvia – demand for sugar is up 16-fold and sales of vinegar have increased by 42% when compared to the end of May and beginning of June.
In the segment of alcoholic beverages the most considerable increase in demand was observed for light beverages – cider (+73%), wine and sparkling wine (+36%) and vermouth (+46%). Non-alcoholic beer and wine are also in high demand (+65%).
Marketing director and board member of Top! network of stores Ilze Priedite admitted both in June and July stores part of Top! network received increased supplies of beverages. Water and mineral water are in high demand – 40% of all sold non-alcoholic beverages.
Demand for ice cream is up by 5% when compared to the previous year. Compared to May, demand doubled in June. (BNN/Business World Magazine)
