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La moderna distribuzione organizzata in Spagna
Trade Marketing Studio per:
Monza, 10 giugno 2014
www.grandedistribuzione.it
Trade Marketing Studio
Macro highlights
Spain
ECONOMIC TRENDS
SPAIN
2009
2010
2011
2012
2013
Inflation %
-0.2
2.00
3.01
2.04
2.00
Unemployment %
18,0
20,0
21,0
25,0
27,3
GDP per capita (€)
€ 24,200
€ 24,200
€ 24,300
€ 24,400
€ 24,500
 Stagnation of domestic demand
 Price has become the most important factor in purchasing decisions
 Discount and Supermarkets, to the detriment of Hypermarkets
Fonte: Eurostat
In collaborazione con:
Macro highights
Direct impact on retail

VAT increase


from 8% to 10%
2012 Liberalization of trading hours:
 72h to 90h weekly
 Open on sundays
 from 8 to 10 public holidays
Fonte: Eurostat
€ sales in grocery retailers
Divided by channels
2009
Modern Grocery Retailers
2010
2011
2012
68.600,8
69.480,2
70.789,4
71.382,3
- Convenience Stores
1.420,2
1.319,4
1.248,1
1.208,2
- Discounters
6.723,0
6.956,8
6.914,0
7.032,0
- Forecourt Retailers
1.250,4
1.189,5
1.125,5
1.093,5
-- Chained Forecourt Retailers
1.209,9
1.151,8
1.090,0
1.060,3
-- Independent Forecourt Retailers
40,5
37,7
35,4
33,1
- Hypermarkets
14.690,5
14.830,1
14.945,2
14.969,1
- Supermarkets
44.516,7
45.184,4
46.556,7
47.079,6
Traditional Grocery Retailers
- Food/Drink/Tobacco Specialists
25.584,2
24.775,7
23.844,6
22.920,7
21.336,5
20.739,0
19.909,5
19.152,9
- Independent Small Grocers
1.989,3
1.864,0
1.795,0
1.687,6
- Other Grocery Retailers
2.258,5
2.172,7
2.140,1
2.080,2
94.185,0
94.255,9
Total Grocery Retailers
94.634,0
94.303,0
Fonte: Eurostat
€ sales in grocery retailers
Main food channels
Sales by Main Channels
2009
2010
2011
2012
- Supermarkets
44.516,7
45.184,4
46.556,7
47.079,6
- Hypermarkets
14.690,5
14.830,1
14.945,2
14.969,1
- Discounters
6.723,0
6.956,8
6.914,0
7.032,0
1.420,2
1.319,4
1.248,1
1.208,2
Total main channels
67.350,4
68.290,7
69.664,0
70.288,9
Value in €
Fonte: Elaboration of Trade Marketing Studio
% sales share in grocery retailers
Main food channels
Share by Main Channels
2009
2010
2011
2012
- Supermarkets
66,1%
66,2%
66,8%
67,0%
- Hypermarkets
21,8%
21,7%
21,5%
21,3%
- Discounters
10,0%
10,2%
9,9%
10,0%
2,1%
1,9%
1,8%
1,7%
Total main channels
100,0%
100,0%
100,0%
100,0%
Value share
Grocery Retailers Shares
% Value
2009
Mercadona
2010
2011
2012
15,3
16,2
17,4
18,6
Centros Comerciales Carrefour
7,0
6,9
8,2
8,3
Eroski, Grupo
6,4
6,2
5,5
5,2
Dia
4,3
4,3
4,4
4,6
Alcampo
4,0
4,3
4,2
4,5
El Corte Inglés
3,5
3,4
3,0
2,9
Lidl Supermercados
2,4
2,6
2,4
2,3
Consum, Sociedad Cooperativa Ltda
1,7
1,8
1,9
1,8
Spar Española SA
1,2
1,1
1,1
1,1
Dinosol Supermercados SL (Grupo)
1,4
1,3
1,4
0,9
Grupo el Arbol Distribución y Supermerc
0,8
0,8
0,9
0,9
Supermercados Sabeco SA
1,1
1,0
0,9
0,8
Repsol YPF SA
0,7
0,7
0,7
0,6
Aldi Supermercados SL
0,5
0,5
0,5
0,6
E Leclerc Grupo
0,3
0,4
0,5
0,6
Bon Preu SA (Grupo)
0,3
0,3
0,3
0,3
Congelats Reunits SAU
0,2
0,2
0,2
0,2
Promotora de Minimercados SA
0,2
0,2
0,2
0,2
Galp Energía España SA
0,1
0,1
0,1
0,1
Disa Peninsula SLU
0,1
0,1
0,1
0,1
ITM Ibérica SA
0,2
-
-
-
48,4
47,6
46,2
45,5
Others
Total
100,0
100,0
100,0
100,0
Fonte: Euromonitor
% sales concentration in grocery retailers
Value concentration rate %
CR
2009
20102
2011
2012
LEADER
15
16
17
19
CR2
22
23
26
27
CR3
29
29
31
32
CR4
33
34
36
37
CR5
37
38
40
41
CR6
41
41
43
44
CR7
43
44
45
46
CR8
45
46
47
48
CR9
46
47
48
49
CR10
47
48
50
50
CR11
48
49
50
CR12
49
50
CR13
50
Main retailers profile
RETAILER
LOCAL OR
FOREIGN MAIN CHANNEL
OWNERSHIP
RETAIL
MODEL
Supermarket (soft
Direct own
discount)
SALES
2012
(€ million)
N°OF
STORES/
BUYING
PRESENCE
ASSOCIATED
MODEL
STORES
17.523
1.411/0
Nationwide
Importer,
Direct
Direct/
Associated
8.030
285/100
Nationwide
Importer,
Direct
Supermarket
Direct/
Associated
5.891
1.103/447
Nationwide
Importer,
Direct
FR
Hard Discount
Direct/
Associated
4.317 1.615/1.310 Nationwide
Importer,
Direct
ALCAMPO, S.A. - GRUPO
FR
Hypermarkets
Direct own
3.545
55/0
Nationwide
Importer,
Direct
LIDL SUPERMERCADOS, S.A.U.
DE
Hard Discount
Direct own
2.400
526/0
Nationwide
Importer,
Direct
HIPERCOR, S.A.
ES
Supermarket
Direct own
2.250
42/0
Nationwide
Importer,
Direct
CONSUM, S. COOP.
ES
Supermarket
Direct/
Associated
1.764
428/182
Nationwide
Importer,
Direct
MERCADONA, S.A.
ES
GRUPO CARREFOUR, S.A.
ES
Supermarkets,
Hypermarkets
GRUPO EROSKI
ES
DISTRIBUIDORA INTERNACIONAL DE
ALIMENTACION, S.A. (DIA)
AHORRAMAS, S.A. - GRUPO
ES
Supermarket
Direct own
1.376
229/0
MAKRO AUTOSERVICIO MAYORISTA, S.A.
DE
Wholesaler
Direct own
1.232
N/A
10
Madrid,
Importer,
Castilla La
Direct
Mancha
Nationwide
Importer,
Direct
Focus
The Leader
11
Mercadona
Successful Factors

Mercadona in the last years, despite of the deep economic crisis of the country,
confirmed excellent results, gaining the leadership of the market

His new strategy launched in 1993 was based on EDLP model «siempre precios
bajos»

They also developed a management and organization focus on lean and efficient
models «modelo de calidad total»
 “…based on five main assets:
 The customer «El Jefe»
 The employee «El trabajador»
 The supplier «El Provedor»
 The company «La Sociedad»
 The equity «El Capital»”
12
Mercadona
Successful Factors

Full EDLP (now turning in small promotion model too)

60 h of special training for employees

Avarage higher salaries

Logistic excellence (best practice vs stores)

Strong partnership with suppliers/copackers

High presence of PL (more then 50%)

High specialization in fresh food
13
Mercadona
Market share and potential
Mercadona SA
Centros Comerciales
Carrefour SA
Eroski, Grupo
2,0%
3,3%
34,1%
4,2%
5,3%
Dia SA
Alcampo SA
El Corte Inglés SA
8,2%
Lidl Supermercados SAU
Consum, Sociedad
Cooperativa Ltda
Spar Española SA
8,4%
9,5%
15,2%
Dinosol Supermercados SL
(Grupo)
14
Mercadona
Inside the store
Mercadona
Inside the store
Mercadona
Inside the store
Mercadona
Inside the store
Mercadona co-innovation model
Customer involvment for product selection and supplier integration
19
Mercadona
PRIVATE LABELS

Hacendado: food products

Bosque verde: house cleaning/care

Deliplus: personal care

Compy: pet care/food
20
HACENDADO
Food
21
HACENDADO
Food
22
HACENDADO
Service Food
23
DELIPLUS
Personal care
24
DELIPLUS
Personal care
25
DELIPLUS
Personal care
26
Marco Repezza
+ 39 328 239 25 39
[email protected]
27

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