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Country Report

Retailing in Iran

| Pages: 59

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

The structure of the Iranian retailing industry remains very traditional

Unlike many neighbouring countries, which have seen a rapid trend of modernisation in the retailing industry, the Iranian market remains very traditional, with a huge number of independent outlets. This is mainly a result of limitations on foreign investment, which limits the opportunities for multinationals to enter the market. There is a strong network of traditional Iranian bazaars that control the distribution of the majority of consumer goods. This network includes key importers and wholesalers, which are still a necessity for most manufacturers, due to the large number of outlets and a weak culture of modern shopping (such as “one-stop shopping”) among Iranian consumers. Brand awareness is still very low, and shoppers usually consult with retailers when choosing a brand, which gives retailers a significant influence over sales of brands.

Economic issues drive prices up

2012 was a year full of some upheaval for the Iranian economy. The subsidy reform plan which was started in 2010 had consequences for economic performance. Subsidies were replaced by direct monthly cash payments, which have contributed to rapid growth in the inflation rate. Tighter sanctions on the Iranian oil industry and financial system decreased the government’s income by almost 50%, which translated to a significant drop in the value of the national currency compared to the US dollar. These factors meant doubled and tripled prices for many consumer goods, making them unaffordable for many middle income consumers. Sales for retailers, especially in more luxury categories, fell significantly due to this decline in purchasing power.

Grocery retailing is headed towards modernisation

The entry of the multinational retailer Majid Al Futtaim, and its very strong performance, had a positive effect on the modern retailing channel in the country, especially in the grocery categories. As a result, many small grocers converted to supermarkets, although they kept their independent position. Bigger outlets, better arrangement of products and better service to consumers were all apparent in the grocery channel. However, the non-grocery channel saw little change due to a lack of a strong multinational retailer to serve as an example. The number of independent non-grocery shops, like apparel specialist retailers, remained very high, with no sign of structural change in the coming years.

Sanctions affect the presence international of brands

Imports to Iran had, until recently, increased continuously since 2004, aided by president Mahmood Ahmadinejad’s “open gates” policy. This was coupled with a sharp increase in disposable incomes because of the surge in the oil price, which rose to over US$140 per barrel in 2008. This helped the retailing industry to grow at a rapid rate. However, this trend changed in the latter part of the review period, as sanctions became tighter and sales of oil could not be easily raised, and imports became less affordable to consumers.

Healthy growth expected, especially for modern retailing channels

Despite the fact that retail prices are predicted to continue to increase over the forecast period, total sales are forecast to grow at a healthy rate. Sales growth will be fuelled by factors like Iran’s young population and still relatively high disposable incomes. The emergence of any multinational retailers would further drive growth. On the other hand, growth will continue to be inhibited by the government’s policies regarding foreign investment and privatisation, as well as international sanctions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Iran with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retailing industry in Iran, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Iran for free:

The Retailing in Iran market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic number of stores, selling space and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How big is the grocery/non-grocery/non-store channel in Iran?
  • Who are the leading retailers in Iran?
  • How is retailing performing in Iran?
  • What is the retailing environment like in Iran?
  • Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Retailing in Iran - Industry Overview

EXECUTIVE SUMMARY

The structure of the Iranian retailing industry remains very traditional

Economic issues drive prices up

Grocery retailing is headed towards modernisation

Sanctions affect the presence international of brands

Healthy growth expected, especially for modern retailing channels

KEY TRENDS AND DEVELOPMENTS

Sudden decline of oil exports is affecting all aspects of the Iranian economy

Launch of subsidies reform programme contributes growth in inflation rate

Multinational investors hampered by political situation

Demographic changes impact retailing

Decline in value of national currency

Traditional distribution network leads to a relatively large number of outlets

MARKET INDICATORS

  • Table 1 Employment in Retailing 2007-2012

MARKET DATA

  • Table 2 Sales in Retailing by Category: Value 2007-2012
  • Table 3 Sales in Retailing by Category: % Value Growth 2007-2012
  • Table 4 Sales in Retailing by Grocery vs Non-Grocery: 2007-2012
  • Table 5 Sales in Store-Based Retailing by Channel: Value 2007-2012
  • Table 6 Store-Based Retailing Outlets by Channel: Units 2007-2012
  • Table 7 Sales in Store-Based Retailing by Channel: % Value Growth 2007-2012
  • Table 8 Store-Based Retailing Outlets by Channel: % Unit Growth 2007-2012
  • Table 9 Retailing Company Shares: % Value 2008-2012
  • Table 10 Retailing Brand Shares: % Value 2009-2012
  • Table 11 Store-Based Retailing Company Shares: % Value 2008-2012
  • Table 12 Store-Based Retailing Brand Shares: % Value 2009-2012
  • Table 13 Store-Based Retailing Brand Shares: Outlets 2009-2012
  • Table 14 Forecast Sales in Retailing by Category: Value 2012-2017
  • Table 15 Forecast Sales in Retailing by Category: % Value Growth 2012-2017
  • Table 16 Forecast Sales in Store-Based Retailing by Channel: Value 2012-2017
  • Table 17 Forecast Store-Based Retailing Outlets by Channel: Units 2012-2017
  • Table 18 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
  • Table 19 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017

APPENDIX

Operating environment

Cash and carry

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Retailing in Iran - Company Profiles

ASO Shoes Co Ltd in Retailing (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Majid Al Futtaim Hypermarkets LLC: Key Facts
  • Summary 3 Majid Al Futtaim Hypermarkets LLC: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 4 Majid Al Futtaim Hypermarkets LLC: Competitive Position 2012

Hacoupian Clothing Industries Inc in Retailing (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Hacoupian Clothing Industries Inc: Key Facts
  • Summary 6 Hacoupian Clothing Industries Inc: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 7 Hacoupian Clothing Industries Inc: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 8 Hacoupian Clothing Industries Inc: Competitive Position 2012

Melli Shoe Co in Retailing (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Melli Shoe Co: Key Facts
  • Summary 10 Melli Shoe Co: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

  • Summary 11 Melli Shoe Co: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 12 Melli Shoe Co: Competitive Position 2012

Refah Chain Stores Co in Retailing (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Refah Chain Stores Co: Key Facts
  • Summary 14 Refah Chain Stores Co: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 15 Refah Chain Stores Co: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 16 Refah Chain Stores Co: Competitive Position 2012

Shahrvand Goods & Servicing Co in Retailing (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 17 Shahrvand Goods & Servicing Company: Key Facts
  • Summary 18 Shahrvand Goods & Servicing Company: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 19 Goods & Servicing Company: Competitive Position 2012

Grocery Retailers in Iran - Category Analysis

HEADLINES

TRENDS

TRADITIONAL VS MODERN

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 1 Modern Grocery Retailing: Hyperstar (Hypermarket) in Tehran
  • Chart 2 Modern Grocery Retailing: Yasin Tehran (Supermarket) in Tehran
  • Chart 3 Modern Grocery Retailing: Shahrvand (Hypermarket) in Tehran
  • Chart 4 Traditional Grocery Retailing: A Food/Drink/Tobacco Specialist (Fruit Shop) in Mashhad
  • Chart 5 Traditional Grocery Retailing: Kiosk (Other Grocery Retailers) in Mashhad
  • Chart 6 Traditional Grocery Retailing: An Independent Small Grocer in Mashhad

CHANNEL DATA

  • Table 20 Sales in Grocery Retailers by Channel: Value 2007-2012
  • Table 21 Grocery Retailers Outlets by Channel: Units 2007-2012
  • Table 22 Sales in Grocery Retailers by Channel: % Value Growth 2007-2012
  • Table 23 Grocery Retailers Outlets by Channel: % Unit Growth 2007-2012
  • Table 24 Grocery Retailers Company Shares: % Value 2008-2012
  • Table 25 Grocery Retailers Brand Shares: % Value 2009-2012
  • Table 26 Grocery Retailers Brand Shares: Outlets 2009-2012
  • Table 27 Grocery Retailers Brand Shares: Selling Space 2009-2012
  • Table 28 Forecast Sales in Grocery Retailers by Channel: Value 2012-2017
  • Table 29 Forecast Grocery Retailers Outlets by Channel: Units 2012-2017
  • Table 30 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2012-2017
  • Table 31 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017

Non-Grocery Retailers in Iran - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 7 Non-Grocery Retailers: A Beauty Specialist Retailer in Mashhad
  • Chart 8 Non-Grocery Retailers: An “Other” Healthcare Specialist Retailer (Attari) in Mashhad
  • Chart 9 Non-Grocery Retailers: A Furniture and Furnishings Store in Mashhad
  • Chart 10 Non-Grocery Retailers: A Sports Goods Store in Mashhad
  • Chart 11 Non-Grocery Retailers: A Pet Shop in Mashhad
  • Chart 12 Non-Grocery Retailers: A Jeweller in Mashhad

CHANNEL DATA

  • Table 32 Sales in Non-Grocery Retailers by Channel: Value 2007-2012
  • Table 33 Non-Grocery Retailers Outlets by Channel: Units 2007-2012
  • Table 34 Sales in Non-Grocery Retailers by Channel: % Value Growth 2007-2012
  • Table 35 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2007-2012
  • Table 36 Non-Grocery Retailers Company Shares: % Value 2008-2012
  • Table 37 Non-Grocery Retailers Brand Shares: % Value 2009-2012
  • Table 38 Non-Grocery Retailers Brand Shares: Outlets 2009-2012
  • Table 39 Forecast Sales in Non-Grocery Retailers by Channel: Value 2012-2017
  • Table 40 Forecast Non-Grocery Retailers Outlets by Channel: Units 2012-2017
  • Table 41 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2012-2017
  • Table 42 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017

Non-Store Retailing in Iran - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 43 Sales in Non-Store Retailing by Category: Value 2007-2012
  • Table 44 Sales in Non-Store Retailing by Category: % Value Growth 2007-2012
  • Table 45 Non-Store Retailing Company Shares: % Value 2008-2012
  • Table 46 Non-Store Retailing Brand Shares: % Value 2009-2012
  • Table 47 Forecast Sales in Non-Store Retailing by Category: Value 2012-2017
  • Table 48 Forecast Sales in Non-Store Retailing by Category: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Retailing
    • Store-based Retailing
      • Grocery Retailers
        • Modern Grocery Retailers
          • Convenience Stores
          • Discounters
          • Forecourt Retailers
            • Chained Forecourt Retailers
            • Independent Forecourt Retailers
          • Hypermarkets
          • Supermarkets
        • Traditional Grocery Retailers
          • Food/Drink/Tobacco Specialists
          • Independent Small Grocers
          • Other Grocery Retailers
      • Non-Grocery Retailers
        • Apparel Specialist Retailers
        • Electronics and Appliance Specialist Retailers
        • Health and Beauty Specialist Retailers
          • Beauty Specialist Retailers
          • Chemists/Pharmacies
          • Parapharmacies/Drugstores
          • Other Healthcare Specialist Retailers
        • Home and Garden Specialist Retailers
          • Home Improvement and Gardening Stores
          • Furniture and Homewares Stores
        • Leisure and Personal Goods Specialist Retailers
          • Jewellery and Watch Specialist Retailers
          • Media Products Stores
          • Pet Shops and Superstores
          • Sports Goods Stores
          • Stationers/Office Supply Stores
          • Traditional Toys and Games Stores
          • Other Leisure and Personal Goods Specialist Retailers
        • Mixed Retailers
          • Department Stores
          • Mass Merchandisers
          • Variety Stores
          • Warehouse Clubs
        • Other Non-Grocery Retailers
    • Non-Store Retailing
      • Direct Selling
        • Beauty and Personal Care Direct Selling
        • Apparel Direct Selling
        • Consumer Electronics and Video Games Hardware Direct Selling
        • Consumer Healthcare Direct Selling
        • Consumer Appliances Direct Selling
        • Home Care Direct Selling
        • Home Improvement and Gardening Direct Selling
        • Furniture and Homewares Direct Selling
        • Media Products Direct Selling
        • Food and Drink Direct Selling
        • Toys and Games Direct Selling
        • Other Direct Selling
      • Homeshopping
        • Beauty and Personal Care Homeshopping
        • Apparel Homeshopping
        • Consumer Electronics and Video Games Hardware Homeshopping
        • Consumer Healthcare Homeshopping
        • Consumer Appliances Homeshopping
        • Home Care Homeshopping
        • Home Improvement and Gardening Homeshopping
        • Furniture and Homewares Homeshopping
        • Media Products Homeshopping
        • Food and Drink Homeshopping
        • Toys and Games Homeshopping
        • Other Homeshopping
      • Internet Retailing
        • Beauty and Personal Care Internet Retailing
        • Apparel Internet Retailing
        • Consumer Electronics and Video Games Hardware Internet Retailing
        • Consumer Healthcare Internet Retailing
        • Consumer Appliances Internet Retailing
        • Home Care Internet Retailing
        • Home Improvement and Gardening Internet Retailing
        • Furniture and Homewares Internet Retailing
        • Media Products Internet Retailing
        • Food and Drink Internet Retailing
        • Toys and Games Internet Retailing
        • Other Internet Retailing
      • Vending
        • Packaged Drinks Vending
        • Packaged Foods Vending
        • Personal Hygiene Products Vending
        • Tobacco Products Vending
        • Hot Drinks Vending
        • Toys and Games Vending
        • Other Products Vending

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market sizes
  • Company shares
  • Brand shares
  • Employment
  • Grocery vs non-grocery

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Sites/outlets
  • Sites/outlets % growth
  • Sites/outlets per capita
  • Selling space
  • Selling space % growth
  • Selling space per capita
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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