MARKET VIEW October 2021
Transcript of MARKET VIEW October 2021
IRI Greece
MARKET VIEWOctober 2021
Trends for the Greek FMCG environment
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Study ID
Metrics• Value and Units Sales Trends: Super/Hyper Markets FMCG
• Random Weight Value Sales Trends : Super/Hyper Markets
Channels • Super/Hyper Markets
Areas• Greece Mainland
• Crete
Periods• YR 2020 vs YR 2019
• January - October 2021 vs January - October 2020
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CHANNELS
DEFINITIONS
Stores with large selling
spaces (over 2500 sqm)
and even broader range
of products
HYPERMARKET
Self-service retail stores with a
central check-out area and at
least 2 cash registers, offering a
large variety of groceries as well
as consumer durables and goods
SUPERMARKET
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GREEK ECONOMY
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Greek Economy
INFLATION RATE TREND UNEMPLOYMENT
GDP RETAIL TURNOVER INDEX (w.o AUTOMOTIVE FUEL)
Source: ELSTAT (latest available period/provisional data)
-1,2%
-7,2% -11,3% -8,6%
-1,0% -0,8% -0,6%
0,9%1,7% 1,2%
-0,2%
9,5%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Jan-Sep
2021 vsJan-Sep2020
-4,9%-7,1% -6,4%
-5,3%
-1,8%-0,2%
0,0%1,4% 1,9% 1,9%
-8,0%
6,0%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Jan-Jun
2021vs Jan-
Jun2020
4,7%3,3%1,5%
-0,9%-1,3%-1,7%-0,8%
1,1%0,6%0,3%
-1,2%
0,5%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Jan-Oct
2021vs Jan-
Oct2020
14,8%
21,0%
26,9% 27,5% 26,5% 25,0% 23,5% 21,5%18,0% 16,7% 15,8%
13,0%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Σεπ-21
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TRENDS FOR THE FMCG MARKET (Fixed Barcodes + Random Weight)
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5.494 6.015
1.8051.890
7.2997.905
2019 2020
Value Sales (in Millions)
Value sales trend
2020 Value Contribution
FIXED BARCODE
76,1%
RANDOM WEIGHT
23,9%
Source: IRI InfoScan, HM/SM + Random Weight, Year 2020
2,0%
9,5%
5,5% 4,7%2,9%
8,3%
2019 2020
FB RW TOTAL FMCG
Growth 8.3% for Total FMCG Market in 2020, coming from both segments. More intense
increase for Fixed Barcodes
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4.864 4.971
1.530 1.543
6.395 6.515
YTD 20 YTD 21
Value Sales (in Millions)
Value sales trend
2021 Value Contribution
FIXED BARCODE
76,3%
RANDOM WEIGHT
23,7%
Value Sales Increase for Total FMCG (1.9%) mainly coming from Fixed Barcodes
Source: IRI InfoScan, HM/SM + Random Weight, YTD October 21
7,8%
2,2%3,7%
0,8%
6,8%
1,9%
YTD 20 YTD 21
FB RW TOTAL FMCG
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2,9% 3,1%2,3%
1,4%
8,3% 7,9%6,8%
13,3%
TTL FMCG TTL FOOD HBA HOUSEHOLD
2019 2020
5,5%
2,0%
4,7%
9,4%
RW FB
Food sales trend
FOOD FB; 56,5%
HBA; 9,5%
HOUSEHOLD; 8,4%
OTHER; 1,7%
FOOD RW; 23,9%
TTL FOOD 80,4%
Value sales trend
Household is the Champion of 2020, due to Covid-19 existence
2020 Value Contribution
Source: IRI InfoScan, HM/SM + Random Weight, Year 2020
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6,8% 6,2% 6,2%
12,9%
1,9% 2,6%
-2,0% -2,5%
TTL FMCG TTL FOOD HBA HOUSEHOLD
YTD 20 YTD 21
3,7%
7,3%
0,8%
3,3%
RW FB
Food sales trend
FOOD FB; 56,9%
HBA; 9,4%
HOUSEHOLD; 8,2%
OTHER; 1,8%
FOOD RW; 23,7%
TTL FOOD 80.6%
Value sales trend
Food is the only category with increasing sales in YTD 21
YTD 2021 Value Contribution
Source: IRI InfoScan, HM/SM + Random Weight, YTD October 21
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October value sales increased by 1%
Total FMCG Value sales trend by month
3,5%3,8%
-1,8%
14,1%
4,4%
2,1%2,2%2,6%
0,2%2,2%1,9%2,3%
-0,8%
11,6%
24,4%
13,5%
8,1%
0,5%
-1,1%
1,3%3,2%
4,9%
19,5%
11,8%12,9%
0,5%
-8,5%
5,5%
-8,0%
4,7%6,7%
5,8%
3,6%
1,0%
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RETAIL EXCLUDING RANDOM WEIGHT
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2500+ sqm
1000-2500 sqm
400-1000 sqm
0-400 sqm
Exceptional performance for Hyper Markets in YTD
Value Contribution & Trends per shop type – YTD 21
14.2pp +9.8%
39.6pp +1.9%
34.5pp 0.1%
11.7pp +1.0%
Source: IRI InfoScan, HM/SM , YTD October 21
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Increased prices in YTD by 2.1%
HM/SM Sales and Price Trend
2,0%
9,5%
2,2%2,8%
7,9%
0,1%
-0,8%
1,4%2,1%
-2,0%
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
12,0%
2019 2020 YTD 21
Value Unit Price per Unit
Source: IRI InfoScan, HM/SM , YTD October 21
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2,4%2,9%
-2,3%
11,9%
3,7%1,6%0,9%1,6%
0,1%1,6%1,0%1,6%
-1,5%
12,1%
28,2%
13,77%
8,83%
0,46%0,2%
3,0%4,4%
6,2%
21,5%
13,8%15,4%
2,2%
-10,2%
6,3%
-7,0%
5,5%
7,0%5,2%
3,6%0,9%
-15,0%
-10,0%
-5,0%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
% Value Growth % Unit Growth
Increased by 0,9% are the value sales of last month
HM/SM Value and Unit Trends per Month
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GIGA CATEGORIES EVOLUTION
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2020
Health & Beauty HouseholdFood
YT
D 2
1
Food is the only category with increasing sales in YTD 21
HM/SM Value Sales Trend
6.8%9.4% 13.3%
3.3% -2.0% -2.5%
Source: IRI InfoScan, HM/SM , YTD October 21
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2020
Health & Beauty HouseholdFood
YT
D 2
1
HM/SM Unit Sales Trend
16.9%6.7% 10.2%
+0.8% -7.2% -3.3%
Source: IRI InfoScan, HM/SM , YTD October 21
Slight Sales Increase for Food in YTD in terms of Units
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Alcohol Drinks is the category with the most intense increase in YTD
HM/SM Value Sales Trend YTD 21
HM/SM Value Sales Trend 2020
3,6% 2,3% 0,1%7,6%
-2,3%
6,5%12,8%
0,2%
-4,5% -4,3%
0,8%
HOUSEHOLD
CLEANERS &
DETERGENTS
OTHER
HOUSEHOLD
PRODUCTS
PERSONAL
HYGIENE
PACKAGED
FOOD
SNACKS DAIRY FROZEN
FOOD
PERSONAL
CARE & BEAUTY
ALCOHOL
DRINKS
COOKING AIDS,
INGREDIENTS &
CONDIMENTS
NON
ALCOHOLIC
BEVERAGES
12,5%
5,6%7,8%
17,2%
10,6%
4,6%
12,3%
4,3%9,6% 11,6%
16,3%
Source: IRI InfoScan, HM/SM , YTD October 21
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HOUSEHOLD
CLEANERS &
DETERGENTS
OTHER
HOUSEHOLD
PRODUCTS
NON
ALCOHOLIC
BEVERAGES
PERSONAL
HYGIENE
PACKAGED
FOOD
SNACKS DAIRY FROZEN
FOOD
COOKING AIDS,
INGREDIENTS &
CONDIMENTS
PERSONAL
CARE & BEAUTY
ALCOHOL
DRINKS
Frozen manages the highest increase in terms of Unit Sales in YTD
HM/SM Unit Sales Trend YTD 21
HM/SM Unit Sales Trend 2020
1,8%
-0,5%
0,2%8,9%
-7,0%
5,8% 5,1%
-1,2%
-13,0%-5,5%
-1,3%
11,2%
4,2% 4,6%
17,3%
12,8%
-0,3%
3,6%7,6%
27,8%
7,6%
12,6%
Source: IRI InfoScan, HM/SM , YTD October 21
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EVOLUTION OF PRIVATE LABELS
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11,9%
16,1%17,8% 18,3% 19,0% 18,0%
16,5% 16,3% 15,8% 15,6% 15,3%14,6%
-1,0%
4,0%
9,0%
14,0%
19,0%
24,0%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 YTD 21
PL are declining during YTD
PL Value Share and Trends in HM/SM
7.4% 0.8% 2.3%-6.9%
-13.6%34.5%
35.9%
0.7%-0.1% 0.9% -2.9%7.5%
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PRICE TRENDS – PROMO PRESSURE DUE TO TPR
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27,0 25,2
37,3
29,225,2 23,5
35,227,724,9 23,0
35,427,925,5 24,4
33,926,3
TOTAL FMCG FOOD HBA HOUSEHOLD
YEAR 2019 YEAR 2020 YTD 2020 YTD 2021
Increased promo intensity for Total FMCG in YTD coming from Food categories
%Value Sales due to Temporary Price Reduction
+1.4pp
-1.6pp
-1.5pp
+0.6pp
Source: IRI InfoScan, HM/SM , YTD October 21
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1,87 1,72
2,972,23
1,89 1,76
2,722,30
1,88 1,75
2,702,30
1,92 1,79
2,852,32
TOTAL FMCG FOOD HBA HOUSEHOLD
YEAR 2019 YEAR 2020 YTD 2020 YTD 2021
Increased prices in YTD for all 3 Giga Categories
Price per Unit per Giga Category
+2.5%
+0.9%+5.5%
+2.1%
Source: IRI InfoScan, HM/SM , YTD October 21
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RANDOM WEIGHTCATEGORIES CONTRIBUTION & GROWTH
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Meat, Dairy and Cold Cuts are the Categories with reduced Value Sales in YTD
Random Weight Value sales trend
vegetables27,3%
chicken6,7%
meat17,7%
fish6,1%
dairy26,9%
salads0,7%
cold cuts7,8%
other6,7%
+0.8%
7,2%
5,8% 5,5%
7,6%
2,6%
8,8%
4,3%
-2,0%
2,5%
0,8%
-0,9%
7,1%
-1,8%
4,9%
-5,1%
13,0%
vegetables chicken meat fish dairy salads cold cuts other
2020 YTD 21 YTD 21 Contribution
Source: IRI Random Weight , YTD October 21
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