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Supermarkets - Spain - November 2016

OVERVIEW
What you need to know
Areas covered in this Report
EXECUTIVE SUMMARY
The market
Consumer spending
Figure 1: Spain: Annual % change in consumer spending, 2011-15
Inflation
Figure 2: Spain: Consumer prices of food and drink, annual % change, April 2015 – September 2016
Channels of distribution
Figure 3: Spain: Estimated distribution of spending on food, drink and tobacco, 2015
Sector size and forecast
Leading players
Key metrics
Market shares
Figure 4: Spain: Leading grocers’ shares of all food retailers’ sales, 2015
Online
Figure 5: Spain: Percentage of individuals buying online in the past 12 months, 2015
The consumer
Who shops for groceries
Figure 6: Spain: Who is responsible for grocery shopping, September 2016
How they shop for groceries
Figure 7: Spain: Frequency of grocery shopping, September 2016
Where they shop for groceries
Figure 8: Spain: Grocery retailer they spend the most with in a typical month, September 2016
Reasons for shopping at most-used retailer
What we think
ISSUES AND INSIGHTS
Strengthening multichannel offer
The facts
The implications
Tapping into changing shopping habits
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Consumer spending boosted by economic recovery
Food price inflation continues to rise
Grocers account for more than two-thirds of spending
Retail sales growth at food specialists set to slow
SPENDING AND INFLATION
The economy in Spain
Consumer spending on food and drink
Figure 9: Spain: Consumer spending on food, drink and tobacco (incl. VAT), 2011-16
Inflation
Figure 10: Spain: Consumer prices of food and drink, Annual % change, 2011-15
Figure 11: Spain: Consumer prices of food and drink, Annual % change, April 2015 – September 2016
Channels of distribution
Grocers account for 71% of food and drink market
Figure 12: Spain: Estimated distribution of spending on food, drink and tobacco, 2015
SECTOR SIZE AND FORECAST
Growth of food specialists outpacing grocers
Figure 13: Spain: Food retailers’ sales (excl. VAT), 2012-16
Figure 14: Spain: Forecast food retailers’ sales (excl. VAT), 2016-21
LEADING PLAYERS – WHAT YOU NEED TO KNOW
Mercadona continues to dominate
Smaller, more frequent grocery shopping drives growth in convenience operations
Discounters grow market share
Online remains untapped
LEADING PLAYERS
Mercadona maintains market leading position
Retailers grow convenience operations
Discounters continue to strengthen their position
Figure 15: Spain: Leading grocers, by sales (excl. VAT), 2013-15
Figure 16: Spain:  Leading grocers, outlet numbers, 2013-15
Figure 17: Spain:  Leading grocers, Sales per outlet, 2013-15
MARKET SHARES
Consolidation continues
Figure 18: Spain:  Leading grocers’ shares of all food retailers sales, 2013-15
ONLINE
Online sales in Spain
Figure 19: Spain: Estimated online sales by product category, 2015
Shopping online for food
Figure 20: Spain: Percentage of all individuals purchasing online in the past 12 months, 2011-15
Figure 21: Spain: Online purchasing, 2011-15
Figure 22: Europe: Percentage of all individuals purchasing online in the past 12 months, 2015
Leading players in online grocery retailing
Amazon growing its fresh grocery offer
THE CONSUMER – WHAT YOU NEED TO KNOW
Responsibility falls on female consumers
Two-thirds of people shop more than once a week
Consumers still reluctant to embrace online
Mercadona holds its dominant position
WHO SHOPS FOR GROCERIES
A rise in the number of people responsible for food shopping
Figure 23: Spain: Who is responsible for grocery shopping, September 2016
Figure 24: Spain: Who is responsible for grocery shopping, September 2015 and September 2016
Two-thirds of women take responsibility for grocery shopping
Figure 25: Spain: Who is responsible for grocery shopping, by gender, September 2016
The gender gap most pronounced amongst older consumers
Figure 26: Spain: Who is responsible for grocery shopping, by age and gender, September 2016
HOW THEY SHOP FOR GROCERIES
Two-thirds of consumers shop more than once a week
Figure 27: Spain: Frequency of grocery shopping, September 2016
In-store vs online
Figure 28: Spain: In store vs online grocery shopping, September 2016
Changing grocery shopping behaviour
Figure 29: Spain: Grocery shopping habits, by gender and age, Q3 2016
Reasons for not shopping online
Figure 30: Spain: Grocery shopping habits, by gender and age, Q1 2016
WHERE THEY SHOP FOR GROCERIES
Mercadona the go-to-retailer for a third of consumers
Figure 31: Spain: Grocery retailer they spend the most with in a typical month, September 2015-16
Primary retailer impacted by financial situation
Figure 32: Spain: Grocery retailer they spend the most with in a typical month, by average age and income, September 2016
REASONS FOR SHOPPING AT MOST-USED RETAILER 
Convenience influences where consumers choose to shop
Figure 33: Spain: Reasons for shopping at the retailer they spend the most within a typical month (net any rank), September 2016
Figure 34: Spain: Reasons for shopping at the retailer they spend the most with in a typical month, September 2016
Dia and Carrefour’s loyalty cards attract shoppers
Figure 35: Spain: Reasons for shopping at the retailer they spend the most with in a typical month (net any rank), by retailer, September 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Data sources
ALDI
What we think
Simpler is better
Figure 36: Aldi joint advertising campaign, 2016
Slowing growth in the UK
Entering the Italian market
Experimenting with online
Company background
Company performance
Figure 37: Aldi: Estimated group sales performance, 2011-15
Figure 38: Aldi: Number of outlets, 2011-15
Retail offering
AUCHAN
What we think
Making the best of its store portfolio
Potential in Central and Eastern Europe despite headwinds
Where now?
Company background
Company performance
Figure 39: Auchan: Group financial performance, 2011-15
Figure 40: Auchan: Outlet data (Europe only), 2011-15
Retail offering
CARREFOUR
What we think
Hypermarkets the ongoing weak spot
Online growing in importance
Looking beyond Drive for online grocery
Company background
Company performance
Figure 41: Carrefour: Group financial performance, 2011-15
Figure 42: Carrefour: Outlet data, 2011-15
Figure 43: Carrefour (Europe): Outlet numbers 2013-15
Figure 44: Carrefour: Store numbers by country, December 2015
Figure 45: Carrefour: European hypermarket numbers (directly operated stores only), 2015
Figure 46: Carrefour: European supermarket numbers (directly operated stores only), 2015
Figure 47: Carrefour: European c-store numbers (directly operated stores only), 2015
Retail offering
DIA
What we think
Investment in new and existing retail formats
Strengthening buying power with buying groups
Selling online with Amazon
Investment in international
Company background
Company performance
Figure 48: Dia: Group financial performance, 2011-15
Figure 49: Dia: Outlet data, 2011-15
Figure 50: Dia: Store Formats
Retail offering
MERCADONA
What we think
Digital Transformation Project
Continuing to invest in store network
International expansion
Where next?
Company background
Company performance
Figure 51: Mercadona: Group financial performance, excl. VAT, 2011-15
Figure 52: Mercadona: Outlet data, 2011-15
Retail offering
SCHWARZ GROUP (LIDL, KAUFLAND)
What we think
Chasing Aldi in key markets
Changing strategy in France
Plans to break America
Tentative moves online
The Lidl shopper
Company background
Company performance
Figure 53: Schwarz Group: Group sales performance, 2011/12-2015/16
Figure 54: Schwarz Group: Outlet data, 2011/12-2015/16
Retail offering
SPAR INTERNATIONAL 
What we think
Top-up grocery shopping opportunities
More reasons to visit Spar
Supporting consumers healthy food and lifestyle choices
New grocery delivery services
Own brand drive
Digital Leadership Store
Company background
Company performance
Figure 55: Spar International: Retail sales by country, 2011-15
Figure 56: Spar International: Outlets, 2011-15
Figure 57: Spar International: Retail sales area, 2011-15
Figure 58: Spar International: Sales per sq m, by country, 2011-15
Retail offering

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