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TOilette paper has become a symbol of hamster shopping since the Corona crisis. Almost no product was in such high demand among consumers: in the second week of March, toilet paper sales were up 135 percent compared to 2019, and in the last week of March sales were 24 percent higher than the last week. That comes from figures from market researcher Iri. Now there is concern that consumer goods and food will become scarce again. Are you eligible? The most important questions and answers:
Have hamster purchases been made in Germany again?
The demand for toilet paper, disinfectants and soap is still not as high as in March. The Federal Statistical Office announced Thursday that sales of toilet paper between October 12 and 17 increased almost 90 percent compared to the average of the months before the crisis from August 2019 to January 2020. In As a result, disinfectant sales increased by a good three-quarters and Steife’s by almost two-thirds. However, these data should be used with caution, as they are not representative of the purchasing behavior of German consumers. Only a small number of branches are included in the data. “Evaluations of this type are experimental in nature,” says the Federal Statistical Office. There have also been fluctuations in sales of consumer goods since the Corona crisis.
What does the German food trade say?
German shopkeepers are still not talking about buying hamsters. At some branches, however, there is again slightly higher demand, according to discount stores Lidl and Aldi Süd. According to Lidl, this has mainly affected hygiene products such as toilet paper. According to the Aldi Nord discount chain and the Edeka and Kaufland supermarkets, there is currently no national change in shopping behavior. “From our point of view, there is no reason to add additional supplies,” a Kaufland spokeswoman said.
There was also a huge demand for certain products like toilet paper and disinfectants at the Dm drugstore in February and March. “The situation has now calmed down and demand has consolidated, so we are currently not seeing any signs of storage purchases,” said Sebastian Bayer, CEO of Dm, when asked. In the course of the corona pandemic, the pharmacy added certain products, such as disinfectants, to its range in larger quantities. Short-term bottlenecks can occur at individual branches, but depending on the grocer, this is rarely the case.
What if demand continues to increase?
At least distributors and manufacturers give the go-ahead: “Based on the experience of the last few months, we are watching fluctuations in demand very closely,” says an Aldi Süd spokeswoman. Businesses are poised for stronger demand. The other shopkeepers are also planning without traffic jams.
The Swedish company Essity is also ready. In seven factories in Germany, the company produces products such as Zewa toilet paper and “Tempo” tissues. Around 283,000 tonnes of products such as toilet paper and tissues leave the Mannheim plant each year. “As the largest toilet paper manufacturer in Germany, we have always been producing all day, even on weekends,” said a spokeswoman. Demand has returned to normal in recent weeks. And the company can also react if there is a greater need for toilet paper. Therefore, “it is not necessary to buy more than necessary.”
Why are there purchases of hamsters?
Business psychologist Michaela Wänke from the University of Mannheim explained the behavior in an FAZ article (March 3, 2020 issue): “If goods are scarce, the need for them increases,” she said. So if there is a threat of food shortage in the supermarket, the consumer wants to stock up on it as a precaution, regardless of whether there is a real shortage or not. “First of all, it is rational to take precautions and stock up on things if you fear a future shortage.” A possible shortage would make the products more attractive. Experts also emphasize that images of empty shelves, but also media reports about hamster purchases, can make more people feel the need to hoard food and consumer goods.
What should consumers do now?
The Federal Office for Civil Protection and Disaster Assistance has recommended keeping food ready for emergencies for several years. In a guide from the Federal Office, for example, the Federal Office suggests keeping 4 kilograms of vegetables and legumes, 1.5 kilograms of meat or eggs, and 2.5 kilograms of fruits and nuts in stock. The list of supposedly important foods is available to print and bookmark on the website. Therefore, it is an advantage to have a small supply ready. However, no one has to have hamsters for this.
