The confinement has taken its toll on the three supermarkets with the most market share in Spain: Mercadona, Carrefour and Dia, despite the fact that these have been months in which, due to the closure of the hotel business and being unable to eat outside the home, the Supermarket sales have increased.
The problem is that, being confined and only being able to go shopping, consumers have opted for proximity: regional supermarkets have hoarded more customers and the reasons that led us to go shopping at a chain (such as price), during the pandemic they have changed, because we have prioritized proximity.
For all these reasons, Mercadona has lost market share, something unprecedented until before the pandemic, according to the latest report published by the consulting firm Kantar , which shows how consumer habits have changed in these turbulent months.
During the pandemic, the consumer goods sector (encompassing the products we buy in super, hyper and food stores) have increased turnover by 15.9% and sales (in volume) by 13.9% , respectively, in the six first months of this year compared to the same period of 2019.
This is something extraordinary because this sector never tends to grow in double digits and is quite stable, since, as the population does not grow, no more food and drinks are purchased. The pandemic has been an extraordinary situation, because as we are unable to eat and consume outside the home, we have bought more in stores.
During these first five months of 2020, " there have been" the largest movements in market share in recent years, " according to the head of the distribution sector at Kantar Spain, Florencio García.
Proximity was sought
Mercadona continues to be the leader in Spain, with 24.9% of sales of consumer products (those we buy in supermarkets and hypermarkets) in Spain. But it falls six tenths compared to a year ago.
"Consumers have learned that they can also buy alternatives from other places that they used during Covid. Mercadona needs its customers to enter, but also that they make almost all the purchases to return to the quotas it had before the pandemic "Garcia pointed out, who believes that the chain, in the de-escalation," already recovers consumers, but not the large baskets that were made before. "
Carrefour, which is the second leading chain, fell seven tenths in the six months, with an 8.1% share, although in the de-escalation it managed to scratch part of what it had lost. In the confinement to 7.3% (because sales in hypermarkets fell, where Carrefour is strong), and in recent weeks it has recovered to reach 8.2% share.
The Dia chain, which went through a deep crisis before the pandemic, has also suffered ups and downs, because in full confinement it grew and gained a share (something that had not happened for years) thanks to the fact that it has a wide network of stores and people gave priority to closeness. In de-escalation, it has once again lost ground, with a market share of 5.9%.
Therefore, Lidl is already ahead of him and becomes the third chain with the highest share in Spain. In the last four weeks, it has achieved a 6% market share, the highest since it entered Spain.
The fall in the share of these chains has been monopolized by regional supermarkets (AhorraMás, Gadis, BonPreu, Alimerka, Covirán or Supersol, which have received many more customers during these weeks. All together they earn seven tenths and represent 12.9% of the expense made by the Spanish.
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