Mercadona reinforces its leadership and Day loses market share to septiembreLa list of super in the more you can save when you make the purchase,
Mercadona reaffirmed its status of favorite, Lidl is experiencing the biggest upturn and Dia and Eroski are still receding. The supermarkets in valencia since arriving at the 89.9% of the Spanish population with a market share of 25.8 per cent up to September 2019, and consolidated as the cadea leader among Spanish consumers, as it is concluded in the report “Balance and Trends in Distribution and fmcg 2019” presented Thursday by Kantar. After gaining 0.6 points of share, l a company of valencian origin continues to grow thanks to its commitment to fresh produce – growing 1.2 points, to advances in the autonomous communities of the north and that increases your online cart and the sale of prepared meals and dishes.
Another of the great achievers of the report of Kantar is Lidl. The string German was the one that more grew up to the ninth month of the year after climbing 0.7 points, up to get a piece of the cake of 5.5% of the market and consolidate a market penetration among consumers compared with 63.4%. Its success is based on an increase in the sale of fresh in 4.4%, in their defence of sustainability by eliminating the plastic bags in the section greengrocers and vegetable and to be increasingly accessible through new mobile applications and sell in the Lola Market.
In the second place by market share stood Carrefour. The French string has been captured in Spain, 8.7% of the business in 2019 after winning by 0.3 points of share from the previous year . From Kantar explain your progress thanks to its combination of fresh product and local -account with 66 slices, the protection of the environment and the more than 2,000 references on organic food. In this way, Carrefour has strengthened the link with the buyer to generate more visits” to the time that has expanded the area of its network of stores.
The large perderdor of the report is the group’s Day after you sharpen your fall 1.1 points until September and lower its market share up to 6.6%, despite the fact that it maintains the third position in the ranking. The decline of Day due to its restructuring process, which has resulted in a new board of directors, and during which it has declined 7.2% in their park stores and have been reduced by 9.3% in the acts of purchase. The consultant believe that the recovery of the group must come from the hand of a leadership in prices, the growth through its own brand, the support on the loyalty card and optimisation of the commercial area.
Also lost share for the fifth distribution group, Eroski, left behind by 0.5 points, and stood at 4.9% . In this chain retrogress both the sales of fresh (-0,6%) as packaged (by 0.4%). In this way, the Eroski group suffers by the increased presence of chains of the competition in their regions of foundation as Galicia (grow Mercadona and Gadisa), Basque Country (increases the thrust of Mercadona and Lidl) and Catalonia (Bonpreu and Mercadona tread on the accelerator).
For his part, Auchan (Alcampo) maintained a share of 3.4% and a penetration in households 31.8% after the period of transition to unify its brands, the closing of centres is not cost-effective (15 establishments have lowered the shutter) and push their own brand of distribution called Auchan.
The super regional win market share and recorded 12.2% (not including Eroski), a figure which places them as a second national distributor if they operated jointly, and after growing by 0.4 points compared to 2018. The big bet of these establishments is based on manufacturer brands (accounting for 88% of growth of their share) to strengthen the image of “possibility of purchase complete” . Within this segment, highlighting the increase of Uvesco (33%), Bonpreu (29%) and Alimerka (21%).
From Kantar predicts a year-end “very interesting, especially for the first three national groups”. “Mercadona should consolidate their stakes in Portugal and ‘food to go’, which means get out of your comfort zone, while Carrefour has had a change in its general direction, and Dia is in the process of restructuring of the chain of the hand of its new board of directors, therefore, expected movements between the giants of the distribution in the last quarter of the year,” predicts Garcia.
