Mercadona was by far the the leader but Carrefour Hiper, Dia, Eroski Supers and Lidl came next in holding the biggest share of Spain’s fast-moving consumer goods market last year, according to a report by Kantar Worldpanel.
Mercadona’s market share was triple that of its nearest competition, Carrefour Hiper, and it also dominated with its 17.5% share of perishables, climbing 6% on 2013.
But it was Lidl that grew the most in the perishables category, with its share rising 23.5% on 2013 to 2.1% last year.
The ten retail chains together accounted for 52.9% of total FMCG sales in Spain last year. All except Alcampo either improved or maintained their market share relative to 2013.
Perishables sales set to slump further
According to Kantar Worldpanel consumer insights director César Valencoso, last year was one of the worst for Spain’s FMCG sector, which lost 2.9% in sales value and 1.8% in volume overall – and he said the fresh produce category was largely to blame.
Indeed, the perishables category saw relative declines of 4.8% and 3.1% and the sales volume this year is poised to drop again, specifically by 1.1% on 2014, while most other categories are poised to improve, he said.
Market shares in Spain for sales of fast-moving consumer goods (FMCG)*
|
Retail chain |
2014 ranking |
2013 share in % |
2014 share in % |
change in percentage points |
change in % |
|
Mercadona |
1 |
21.5 |
22.1 |
0.6 |
2.8% |
|
Carrefour Hiper |
2 |
7.5 |
7.7 |
0.2 |
2.6% |
|
Dia |
3 |
7.4 |
7.6 |
0.2 |
2.7% |
|
Eroski Supers |
4 |
3.1 |
3.3 |
0.2 |
6.4% |
|
Lidl |
5 |
2.7 |
3.1 |
0.4 |
14.8% |
|
Alcampo |
6 |
2.9 |
2.8 |
-0.1 |
-3.4% |
|
Consum |
7 |
1.7 |
1.9 |
0.2 |
11.7% |
|
Eroski Hyper |
8 |
1.5 |
1.6 |
0.1 |
6.6% |
|
AhorraMás |
9 |
1.5 |
1.5 |
0 |
0% |
|
Caprabo |
10 |
1.3 |
1.3 |
0 |
0% |
* including food; baby, cleaning and personal care products; and pet food
source: Kantar Worldpanel based on sample of 12,000 households which reported daily to it on what they bought and where.
Read more: http://www.kantarworldpanel.com/es/Noticias/Buenas-perspectivas-Gran-Consumo-2015
