Discounters in Colombia

PROSPECTS

As saturation approaches, players look to new markets

Discounters continued to be by far the most dynamic grocery retail channel in Colombia in current value terms in 2019, with such outlets appealing to both low- and high-income consumers. One factor that created the ideal platform to boost the expansion of this channel was adapting to consumers’ needs.

Expansion of private label portfolios to attract consumers

D1 and Justo & Bueno are the discounters with the widest ranges of private label products, and their portfolios continue to expand. Depending on the space available, D1 is now also offering cookware, fragrances and other imported products, in line with its low-price strategy.

Continued outlet openings have knock-on effects

Discounters continues to witness an increasing number of store openings every year, which is one of the main strategies for players in the channel. Although new openings involve large investments and potential losses in the short-term, the aim is to attract a higher number of customers by means of cost minimisation along the chain, no advertising and economy brands.

COMPETITIVE LANDSCAPE

D1 maintains its lead but Justo & Bueno expands rapidly

D1 remained the leading retail brand in discounters both in terms of value sales and outlet numbers in 2019, and continued to see value share growth, despite a decline in its share of outlet numbers. However, it was Justo & Bueno which saw the strongest value growth in 2019.

Brands choose different methods for expansion

Each player within discounters is strengthening financially to accelerate the opening of new stores and their reach in the country before their competitors. Justo & Bueno receives foreign capital injection in exchange for shareholding.

Attracting consumers in different territories

The key to gaining share over the forecast period will be to open outlets in strategic locations, especially in intermediate cities and municipalities that have not yet been reached, seeking to attract new and important consumers who want a basic offer at lower prices. Being the pioneer in the channel, and being supported by the strong financial muscle of Grupo Santo Domingo has allowed D1 to reach high density in the central region of Colombia.

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