Price cuts also reflected in the 1.5% increase in household consumption for fast-moving consumer goods (FMCG), compared with the previous year.
Market dynamics was also fueled by an increase in purchased volumes which rose 4% in 2015. The lowering of the value added tax triggered, for the first time in the last three years, the uptrading phenomenon, the switch to a superior product in the same category. This phenomenon was also fueled by growth for some categories of more expensive products.
Market growth is generated only by modern commerce where figures point to a different trend compared with traditional commerce.
The buying behaviour saw slight changes compared with the previous years: consumers shop less often but spend a bit more each time.