Data from the Spanish distribution sector collected by the Kantar consulting firm and recently published reveal that Carrefour and Lidl were the two supermarket chains that had the greatest increase in sales during the first nine months of 2021. Specifically, the brand of French origin Carrefour, which has already integrated the Supersol chain - acquired in 2020 - into its network, increased its sales by 0.7% over the same period of last year mainly because of the development of its network of local stores and e-commerce. The German Lidl grew by up to 6.7%, i.e. 0.8% more than a year ago, thanks to its main strategy, which is based on the opening of new stores (it already has more than 650 stores in Spain) to expand its positioning in the country.
In contrast, DIA has had a strong fall and Mercadona has stagnated. In recent years, DIA has gone from competing with Carrefour for second place to ranking fourth with a 5.2% share, i.e. 0.7% less than in 2020. Meanwhile, Mercadona, the market share leader in Spain, accounted for 24.8% of all spending, i.e. 0.1% more than in 2020, but 0.8% lower than in 2019.
They were followed by Eroski, with a 4.7% share (-0.1%), and Alcampo, with 3.2% (-0.2%); two brands that have also undertaken a 'rationalization' of their network of stores, just like DIA.
The consulting firm included the German Aldi in its report for the first time because, even though it still concentrates a low percentage of the sector's total sales (1.4%, i.e. 0.1% more than in 2020), it continues with its geographical expansion and continues to gain weight in terms of the number of shoppers who visit their stores at least once a year.
The data from Kantar also showcase that the share of the private labels and the purchases of products on sale have gone up to pre-COVID levels. Expenditure in supermarkets has dropped by 7% compared to 2020 because last year's figures were higher than usual as household consumption increased due to mobility restrictions, However, it was 5.7% higher than in 2019.