Kantar Worldpanel México’s survey of shopping habits for 8,500 homes across the country reveals that 70% of household expenditures are spent in one of three main “purchasing channels”.
1. The first, traditional convenience or “corner” stores receive 35% of household spending, and are the channel most frequently visited, 217 times/year/household on average. Poorer households rely more on these stores than middle-class households. Most visits (71%) are on weekdays and 44% of visits are to purchase items for immediate consumption.
2. Supermarkets are the second main channel, used by 98% of households, with a frequency of 49 trips/year. Supermarkets are favored by middle class families for their weekly or biweekly shop, usually on weekends.
3. The third main channel is door-to-door and catalog sales, used by 92% of households, with a frequency of 42 times/year.
According to the study, 74% of households choose the nearest store and 78% attach importance to the location of the store.
It is no coincidence, then, that Oxxo, the nation’s largest convenience store chain, recently opened its 11,000th store in Mexico. Oxxo now serves residents of 350 towns and cities, and plans to add a further 1,037 outlets before the end of this year. Its extensive network is served via a chain of 15 strategically-located distribution centers in the 13 cities shown on the map above.
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