Table of Contents
Overview
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- What you need to know
- Areas covered in this Report
Executive Summary
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- The market
- Consumer spending
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- Figure 1: Spain: Annual % change in consumer spending, 2011-15
- Inflation
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- Figure 2: Spain: Consumer prices of food and drink, annual % change, April 2015 – September 2016
- Channels of distribution
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- Figure 3: Spain: Estimated distribution of spending on food, drink and tobacco, 2015
- Sector size and forecast
- Leading players
- Key metrics
- Market shares
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- Figure 4: Spain: Leading grocers’ shares of all food retailers’ sales, 2015
- Online
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- Figure 5: Spain: Percentage of individuals buying online in the past 12 months, 2015
- The consumer
- Who shops for groceries
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- Figure 6: Spain: Who is responsible for grocery shopping, September 2016
- How they shop for groceries
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- Figure 7: Spain: Frequency of grocery shopping, September 2016
- Where they shop for groceries
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- 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
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- Strengthening multichannel offer
- The facts
- The implications
- Tapping into changing shopping habits
- The facts
- The implications
The Market – What You Need to Know
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- 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
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- The economy in Spain
- Consumer spending on food and drink
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- Figure 9: Spain: Consumer spending on food, drink and tobacco (incl. VAT), 2011-16
- Inflation
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- 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
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- Figure 12: Spain: Estimated distribution of spending on food, drink and tobacco, 2015
Sector Size and Forecast
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- Growth of food specialists outpacing grocers
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- 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
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- Mercadona continues to dominate
- Smaller, more frequent grocery shopping drives growth in convenience operations
- Discounters grow market share
- Online remains untapped
Leading Players
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- Mercadona maintains market leading position
- Retailers grow convenience operations
- Discounters continue to strengthen their position
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- Figure 15: Spain: Leading grocers, by sales (excl. VAT), 2013-15
- Figure 16: Spain: Leading grocers, outlet numbers, 2013-15
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- Figure 17: Spain: Leading grocers, Sales per outlet, 2013-15
Market Shares
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- Consolidation continues
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- Figure 18: Spain: Leading grocers’ shares of all food retailers sales, 2013-15
Online
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- Online sales in Spain
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- Figure 19: Spain: Estimated online sales by product category, 2015
- Shopping online for food
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- Figure 20: Spain: Percentage of all individuals purchasing online in the past 12 months, 2011-15
- Figure 21: Spain: Online purchasing, 2011-15
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- 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
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- 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
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- A rise in the number of people responsible for food shopping
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- Figure 23: Spain: Who is responsible for grocery shopping, September 2016
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- Figure 24: Spain: Who is responsible for grocery shopping, September 2015 and September 2016
- Two-thirds of women take responsibility for grocery shopping
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- Figure 25: Spain: Who is responsible for grocery shopping, by gender, September 2016
- The gender gap most pronounced amongst older consumers
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- Figure 26: Spain: Who is responsible for grocery shopping, by age and gender, September 2016
How They Shop for Groceries
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- Two-thirds of consumers shop more than once a week
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- Figure 27: Spain: Frequency of grocery shopping, September 2016
- In-store vs online
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- Figure 28: Spain: In store vs online grocery shopping, September 2016
- Changing grocery shopping behaviour
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- Figure 29: Spain: Grocery shopping habits, by gender and age, Q3 2016
- Reasons for not shopping online
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- Figure 30: Spain: Grocery shopping habits, by gender and age, Q1 2016
Where They Shop for Groceries
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- Mercadona the go-to-retailer for a third of consumers
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- Figure 31: Spain: Grocery retailer they spend the most with in a typical month, September 2015-16
- Primary retailer impacted by financial situation
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- 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
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- Convenience influences where consumers choose to shop
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- Figure 33: Spain: Reasons for shopping at the retailer they spend the most within a typical month (net any rank), September 2016
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- 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
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- 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
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- Abbreviations
- Data sources
Aldi
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- What we think
- Simpler is better
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- Figure 36: Aldi joint advertising campaign, 2016
- Slowing growth in the UK
- Entering the Italian market
- Experimenting with online
- Company background
- Company performance
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- Figure 37: Aldi: Estimated group sales performance, 2011-15
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- Figure 38: Aldi: Number of outlets, 2011-15
- Retail offering
Auchan
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- What we think
- Making the best of its store portfolio
- Potential in Central and Eastern Europe despite headwinds
- Where now?
- Company background
- Company performance
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- Figure 39: Auchan: Group financial performance, 2011-15
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- Figure 40: Auchan: Outlet data (Europe only), 2011-15
- Retail offering
Carrefour
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- What we think
- Hypermarkets the ongoing weak spot
- Online growing in importance
- Looking beyond Drive for online grocery
- Company background
- Company performance
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- Figure 41: Carrefour: Group financial performance, 2011-15
- Figure 42: Carrefour: Outlet data, 2011-15
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- Figure 43: Carrefour (Europe): Outlet numbers 2013-15
- Figure 44: Carrefour: Store numbers by country, December 2015
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- Figure 45: Carrefour: European hypermarket numbers (directly operated stores only), 2015
- Figure 46: Carrefour: European supermarket numbers (directly operated stores only), 2015
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- Figure 47: Carrefour: European c-store numbers (directly operated stores only), 2015
- Retail offering
Dia
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- 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
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- Figure 48: Dia: Group financial performance, 2011-15
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- Figure 49: Dia: Outlet data, 2011-15
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- Figure 50: Dia: Store Formats
- Retail offering
Mercadona
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- What we think
- Digital Transformation Project
- Continuing to invest in store network
- International expansion
- Where next?
- Company background
- Company performance
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- Figure 51: Mercadona: Group financial performance, excl. VAT, 2011-15
- Figure 52: Mercadona: Outlet data, 2011-15
- Retail offering
Schwarz Group (Lidl, Kaufland)
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- 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
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- Figure 53: Schwarz Group: Group sales performance, 2011/12-2015/16
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- Figure 54: Schwarz Group: Outlet data, 2011/12-2015/16
- Retail offering
Spar International
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- 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
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- Figure 55: Spar International: Retail sales by country, 2011-15
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- Figure 56: Spar International: Outlets, 2011-15
- Figure 57: Spar International: Retail sales area, 2011-15
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- Figure 58: Spar International: Sales per sq m, by country, 2011-15
- Retail offering
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