After a surge in 2022, discounters is expected to see only a marginally positive retail value (constant 2022 prices) CAGR over the forecast period, albeit slightly above the growth projected for grocery retailing as a whole. Discounters were already highly profitable with high average sales per outlet at the end of the review period, and a lack of significant untapped expansion potential is a big reason for the slow growth outlook.
Even though consumer preferences changed amid a high inflation rate, Lidl Österreich is expected to continue its long-term strategy in order to improve its reputation and widen its consumer base. Generally, Lidl’s private label range still does not enjoy the same high level of consumer trust as the ranges of the category leader, Hofer.
Outlet expansion is expected to slow considerably in discounters over the forecast period. No or only very sporadic openings are expected from Norma, Penny Markt or Hofer.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See All of Our DefinitionsThis report originates from Passport, our Discounters research and analysis database.
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