# Low cost era · Consumer Trends 2023 · Zorraquino
> “More for less” goes mainstream.
URL: https://www.zorraquino.com/en/trends/consumer-trends-2023/low-cost-era

![Low cost era: “More for less” goes mainstream.](https://cdn.sanity.io/images/0w1142l8/production/f81d4a52539ab4d3aa6526be3130e31be7ae3873-1920x1439.webp/low-cost-era-more-for-less-goes-mainstream.webp?w=1600&fit=max&auto=format&q=85)

Trend 10

# Low cost era

1. [Consumer Trends 2023Home](https://www.zorraquino.com/en/trends/consumer-trends-2023)
2. [Trend 01Emotional escape](https://www.zorraquino.com/en/trends/consumer-trends-2023/emotional-escape)
3. [Trend 02Still no future](https://www.zorraquino.com/en/trends/consumer-trends-2023/still-no-future)
4. [Trend 03Light drugs](https://www.zorraquino.com/en/trends/consumer-trends-2023/light-drugs)
5. [Trend 04Beyond gender](https://www.zorraquino.com/en/trends/consumer-trends-2023/beyond-gender)
6. [Trend 05War for talent](https://www.zorraquino.com/en/trends/consumer-trends-2023/war-for-talent)
7. [Trend 06Energy conversion](https://www.zorraquino.com/en/trends/consumer-trends-2023/energy-conversion)
8. [Trend 07Too much party](https://www.zorraquino.com/en/trends/consumer-trends-2023/too-much-party)
9. [Trend 08Worried foodies](https://www.zorraquino.com/en/trends/consumer-trends-2023/worried-foodies)
10. [Trend 09Digital excess](https://www.zorraquino.com/en/trends/consumer-trends-2023/digital-excess)
11. [Trend 10Low cost era](https://www.zorraquino.com/en/trends/consumer-trends-2023/low-cost-era)

Low cost era

“More for less” goes mainstream.

Trend axes

- Lower costs
- Home brand
- Skimpflation
- Shrinkflation

Some figures

11%

Share of low-cost petrol stations in Spain, including brands such as Ballenoil, Petroprix and BonÀrea, among others. A number that grew by 40%–45% in 2021.

75%

Share of consumers who expect prices to keep rising through the second half of 2022, according to a survey by Gartner.

46.2%

Market share reached by own-brand products in Spain, according to EAE Business School, an increase of 7 points in 3 years.

79%

Share of Spaniards for whom price is the most important criterion when buying clothes, according to the European Fashion Report.

## Buying cheap and responsibly

The increasingly alarming inflationary economic context and the growing offer focused on low prices in practically every sector are leading to the resurgence of the low-cost era. People have to tighten their belts and try to make their shopping basket as cheap as possible.

This forced change in consumption habits has prompted an immediate response from brands, which are launching campaigns aligned with people's needs in the face of an imminent loss of purchasing power.

The market is filling up with low-cost brands and lines that satisfy consumers without them having to give up the moment of purchase. In sectors such as food, beauty, fashion and transport, low-cost options were already a first choice for many people, who find in these lines a satisfying alternative.

And although there needs to be a market for everyone, the rise of this trend can lead back to bad habits and invite uncontrolled consumption. We see it every day on social media. Hauls of fast fashion, home decoration and beauty routines for every budget flood the profiles of accounts whose content is based solely on consuming these products.

In response, well-positioned brands appeal to people's individual responsibility, since looking for and buying a product should be a consistent, long-term decision.

But is it possible to buy cheap and act responsibly at the same time? For experts, success will lie in knowing how to avoid the risk of consuming for the sake of it.

## Cases

01 / 05

Zorraquino spotlights

1. 01  
Although low cost is becoming established as a differentiated value proposition, it must safeguard fair human and environmental practices and not encourage hyperconsumption.
2. 02  
The rise of low-cost products in sectors such as fashion and beauty must not justify consuming for the sake of it. Brands appeal to individual responsibility.
3. 03  
Brands whose bad practices people detect, yet keep turning to them to meet their needs, lose credibility.

Zorraquino playlist

- VintageGinebras · 2021
- Luces SensacionalLos Látigos · 2005
- Busco algo baratoMecano · 1984

[See the whole playlist](https://www.zorraquino.com/en/trends/consumer-trends-2023/playlist)[Listen on Spotify](https://open.spotify.com/playlist/0EG1cRFJ1qmXLw29jkHtjm)

## More on the trend

### References

- [Las marcas blancas aumentan su cuota de mercado pero se encarecen casi el doble que las de fabricante](https://www.puromarketing.com/146/36869/marcas-blancas-aumentan-cuota-mercado-pero-encarecen-casi-doble-fabricante)
- [El plan de Netflix "low cost" ya tiene fecha de lanzamiento](https://www.ambito.com/economia/netflix/el-plan-low-cost-ya-tiene-fecha-lanzamiento-n5528049)
- [Combustibles de las gasolineras ‘low cost’: ¿son fiables o resultan malos para el coche?](https://www.lavanguardia.com/motor/actualidad/20220825/8352722/combustibles-gasolineras-low-cost-son-mala-calidad.html)
- [10 'influencers' del 'low cost' aptas para todos los gustos y bolsillos](https://www.elespanol.com/mujer/moda-belleza/20220705/influencers-low-cost-aptas-gustos-bolsillos/683431765%5F0.html)
- [Así es Zeeman, el Primark holandés en España: qué vende y dónde hay tiendas](https://as.com/actualidad/asi-es-zeeman-el-primark-holandes-en-espana-que-vende-y-donde-hay-tiendas-n/)
- [El 'Primark polaco' quiere invadir los centros comerciales españoles: 'low cost' en ropa y productos para el hogar](https://www.lavozdelsur.es/vida/compras/primark-polaco-quiere-invadir-centros-comerciales-espanoles-low-cost-en-ropa-productos-hogar%5F276415%5F102.html)
- [Hacia una nueva era 'low cost'](https://www.expansion.com/empresas/2022/04/09/6250a113e5fdea0f1d8b46b5.html)
- [La ropa ‘ultralow cost’ china irrumpe en España](https://www.lavanguardia.com/economia/20220603/8301081/ropa-ultralow-cost-china-irrumpe-moda-online.html)
- [Las gasolineras “low cost” aumentan un 30% su cuota de mercado a costa de Repsol, Cepsa, BP…](https://www.elconfidencialdigital.com/articulo/dinero/gasolineras-low-cost-aumentan-30-cuota-mercado-costa-repsol-cepsa-bp/20220708122644423963.html)
- [El CEO de Carrefour avisa: "Los clientes ahora están eligiendo los precios más baratos"](https://cincodias.elpais.com/cincodias/2022/08/30/companias/1661869532%5F005069.html)
- [Locura por la ropa de Shein en Madrid: “Es todo bueno, bonito y barato”](https://elpais.com/economia/2022-06-02/locura-por-la-ropa-de-shein-en-madrid-es-todo-bueno-bonito-y-barato.html)
- [Abre la primera tienda Pop Up de Shein en Madrid con varias horas de cola](https://www.20minutos.es/videos/madrid/5009701-abre-la-primera-tienda-pop-up-de-shein-en-madrid-con-varias-horas-de-cola/)
- [Netflix incorporará publicidad a las series y películas: Disney+ lo acompaña](https://www.baenegocios.com/negocios/Netflix-incorporara-publicidad-a-las-series-y-peliculas-Disney-lo-acompana-20220826-0017.html)
- [Llega la seguridad 'low cost' a España: pronto hasta los okupas acabarán teniendo alarma](https://www.elconfidencial.com/empresas/2022-05-09/seguridad-sector-alarmas-futuro%5F3416087/)
- [El gran negocio de las gasolineras baratas: ¿quiénes son los cabecillas que mueven los hilos de las estaciones ‘low cost’?](https://www.businessinsider.es/quienes-son-duenos-gasolineras-baratas-espana-1039021)
- [El 'shrinkflation' y el impacto en la intención de compra, según Gartner](https://www.reasonwhy.es/actualidad/marcas-shrinkflation-impacto-intencion-compra-gartner)
- [El consumo de la marca blanca (MDD) sube 7 puntos en estos últimos tres años y Mercadona sigue liderando con diferencia](https://www.eae.es/actualidad/noticias/el-consumo-de-la-marca-blanca-mdd-sube-7-puntos-en-estos-ultimos-tres-anos-y-mercadona-sigue-liderando-con-diferencia)
- [Estos trucos están usando las empresas para camuflar sus subidas de precios](https://www.elblogsalmon.com/economia/estos-trucos-estan-usando-empresas-para-camuflar-sus-subidas-precios)
- [Cancelled flight? Shoddy clothing? Disappointing meal? Blame skimpflation, the hidden curse of 2022](https://www.theguardian.com/money/2022/jun/28/cancelled-flight-shoddy-clothing-disappointing-meal-blame-skimpflation-the-hidden-curse-of-2022)
- [El gigante alemán del 'low cost' KiK desafía a Primark con su aterrizaje en España](https://www.expansion.com/empresas/distribucion/2022/09/26/63318b5a468aeb2e418b45c6.html)
- [Así es Zeeman, el Primark holandés que está causando sensación en España](https://www.eleconomista.es/retail-consumo/noticias/11881558/07/22/Asi-es-Zeeman-el-Primark-holandes-que-esta-causando-sensacion-en-Espana.html)
- [PEPCO DESEMBARCA EN ESPAÑA CON LA APERTURA DE SU TIENDA DE ALICANTE](https://hiretail.es/sin-categoria/pepco-desembarca-en-espana-con-la-apertura-de-su-tienda-de-alicante/)
- [Cómo las nuevas generaciones están volviendo a los peores hábitos del ‘low-cost’ más feroz](https://smoda.elpais.com/moda/actualidad/como-las-nuevas-generaciones-estan-volviendo-a-los-peores-habitos-del-low-cost-mas-feroz/)
- [European Fashion Report 2021](https://business.yougov.com/content/39089-european-fashion-report-2021)
- [¿Es el humor de Ryanair una broma gamberra o una burla a sus clientes?](https://www.reasonwhy.es/actualidad/ryanair-humor-broma-burla-redes-sociales-atencion-cliente)
- [Ryanair y el problema de los CM «graciosos»](https://www.muycomputer.com/2022/05/27/ryanair-problema-cm-graciosos/)
- [La alta velocidad española tiene un nuevo actor: Iryo. Buenas noticias para el precio del billete](https://www.xataka.com/movilidad/alta-velocidad-espanola-tiene-nuevo-actor-iryo-buenas-noticias-para-precio-billete)
- [¿Cuándo empieza a operar el AVLO de Renfe? Precios y destinos](https://www.antena3.com/noticias/economia/cuando-empieza-operar-avlo-renfe-precios-que-destinos-cubre%5F2021061660cc1b40187dac0001ee9699.html)
- [Ouigo llega a España poniendo fin al monopolio de Renfe en el tren de alta velocidad](https://www.reasonwhy.es/actualidad/presentacion-ouigo-espana-sncf-operador-ferroviario-tren-alta-velocidad)
- [Colas y empujones por los chollos de la 'pop up store' de Shein en Madrid](https://www.lavanguardia.com/local/madrid/20220603/8314293/colas-empujones-chollos-pop-up-tienda-shein-madrid.html)

Pages 196–216 of the report

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