The reasons for consumers to choose between the four supermarkets with more market share

The reasons for consumers to choose between the four supermarkets with more market share


Last year, only two distribution and food chains managed to grow in Spain: Mercadona (+ 0.8%) and Lidl (+ 0.5%). Of the Balance of the Distribution and Great Consumption 2018 of Kantar Worldpanel It should be noted that the super already account for 60% of spending, compared to 24.2% for small businesses, 13.3% for hypermarkets and 1.6% for Internet commerce, which only increases one tenth. The challenge for distributors is to win over an "unfaithful" consumer, who alternates between chains and distributes the shopping basket at his convenience.

In this line, the factors that lead families to choose a location or another are studied. In this sense, it is explained that among the reasons for choosing an establishment, Spanish consumers prioritize the following in this order of preference: the relation quality / price, the proximity, the good products, the cleaning and the order of the establishment, the level of fresh products, the possibility of doing all the shopping in the same place, the good prices, the number of available brands, the quality of the own brand and if it has parking for the car.

As a result of combining many of these factors, Mercadona reinforced its leadership with a market share of 24.9% and growth based on the rise of perishable fresh produce – whose sales increased by 1.4% – and the continuous introduction of new references and the strength of its white brand, as explained by the area manager during the presentation of the report of distribution in Kantar Worldpanel Iberia, Florencio García. Thus, 71.7% of Spanish consumers valued the fact that this chain offers "an own brand of quality".

A Mercadona follows Carrefour at a distance, with an 8.4% share and despite falling 0.3% last year. The secrets of Carrefour to maintain the second place are based -according to the report of Kantar- in its simple and open organization, in the inclusion of artificial intelligence in its supply chain and in "being the reference of omnicality" with its Carrefour Express, Market, hypermarkets with gas stations formats and focus on its website. It is also the brand that attracts the most buyers in its bio and organic segment with more than 3.2 million Spanish households as customers of these products.

The third position kept it DAY despite being the chain that experienced a greater decrease with a loss of seven tenths of quota, up to 7.5%. The data suggest that the piece of cake that DIA loses "It is shared between Mercadona, Lidl and the regional supermarkets", since they are the ones that "more establishments are opening nearby" of their premises, said Florencio García. However, DIA retains many strengths. Among these we find that it is the chain with the highest number of stores (almost 3,500 on Spanish soil), its own brand «premium» Delicious (with 3.5 million home buyers), its image of low prices and its successful digital transformation, since it is the third online operator in Spain. To grow, DIA has two innovations introduced last year: the increase in the value share of two prepared products such as roast chicken and freshly squeezed juice and the extension of its business hours. The Kantar expert defends that the recovery of the company involves betting on formats such as La Plaza and DIA & Go compared to other old models and to grow in sales through the internet.

The fourth chain in market share was Lidl after registering an increase of 0.5% thanks to the rise of the frescoes and to which 66.5% of households visit their stores at least once a year. German supermarkets were also a reference in sustainability with a 16.5% share of organic and bio products. Also, last year Lidl became the first chain in our country that stopped selling eggs from cage hens and the first supermarket to eliminate plastic bags.


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