According to the annual report Worldpanel Distribution 2013, conducted by consulting firm Kantar Worldpanel, 21% of what is spent in Spain on food, drugs, pet food and baby products goes to Mercadona, a 1.3% market share increase compared to 2011. DIA Group improved its position and placed second with about 8% of the market share while Carrefour Hypermarkets remains at 7.6%. Eroski supermarkets yields slightly and stays with a share of 3.4%, Auchan gained two-tenths and stands in fifth position with 3% of the market and Lidl maintains its 2.9%.
The report states that Mercadona, DIA, Alcampo and Ahorramás are the most dynamic chains of 2012 since they have not only expanded their market share, but also have more customers and more loyal customers. These four retail chains have a clear focus on price, and have grown mainly by having expanded their commercial parks in the last year.
In addition, these chains are benefiting from the shift of fresh produce purchases to large-scale distribution (hyper + super + discount), where the average consumer finds products 5% cheaper. The result of acquiring products this way is a reduction in the frequency of purchases; that is to say people visit stores fewer times during the year, however their shopping baskets are fuller.
In order to save on their purchases, consumers are not only including fresh produce in their purchases, but are also willing to travel. The number of households that buy in stores near their homes has fallen 12% in a year, while those that compare chains in search of low prices has increased.
Source: abc.es
The report states that Mercadona, DIA, Alcampo and Ahorramás are the most dynamic chains of 2012 since they have not only expanded their market share, but also have more customers and more loyal customers. These four retail chains have a clear focus on price, and have grown mainly by having expanded their commercial parks in the last year.
In addition, these chains are benefiting from the shift of fresh produce purchases to large-scale distribution (hyper + super + discount), where the average consumer finds products 5% cheaper. The result of acquiring products this way is a reduction in the frequency of purchases; that is to say people visit stores fewer times during the year, however their shopping baskets are fuller.
In order to save on their purchases, consumers are not only including fresh produce in their purchases, but are also willing to travel. The number of households that buy in stores near their homes has fallen 12% in a year, while those that compare chains in search of low prices has increased.
Source: abc.es