In just a few years since the Covid stagnation, European discounters have added an impressive 2% average share. This insight is taken from 'The State of Grocery Retail 2024 – Europe', a report created by McKinsey & Company and EuroCommerce in collaboration with Europanel.
This growth is fuelled by inflation, value-seeking consumers, continued store openings and higher than average price increases. Attitudes to discounters have also fundamentally changed, with a perceived increase in both value and quality.
Discounter growth is particularly pronounced in certain countries, with the UK and Sweden showing the most significant growth in both relative and absolute terms across Europe.
The full report is available here.
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