May 22, 2024 5:32 pm
S Group’s market share increased last year as the sole trading group

Despite a significant decline in grocery store sales for the second consecutive year, one trade group saw their market share increase. This was due to price reductions that appealed to consumers struggling with reduced purchasing power. The S Group’s market share increased by 1.3 percentage points to 48.3 percent, with grocery sales growing by 8.9 percent from the previous year, outpacing the market.

On the other hand, the K Group’s market share decreased by 0.9 percentage points to 34.3 percent, and Lidl’s market share dropped by 0.2 percentage points to 9.6 percent. Both trade groups experienced slower sales growth compared to the average value development. The overall sales volume of grocery stores declined by 1.1 percent from the previous year, despite a six percent increase in sales value due to rapid inflation.

The S Group’s grocery store manager attributed their success to maintaining an affordable shopping basket strategy by reducing food prices starting from March. Meanwhile, the K Group focused on throw-in offers and low-cost own products, while Lidl emphasized affordability by launching a new loyalty program. Online grocery shopping accounted for 626 million euros in sales, growing by 6.7 percent, albeit slower than the previous year.

Nielsen IQ compiles its grocery store register data annually in collaboration with trade groups and operators, providing insights into the performance of the industry since 1978

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