Discounters will still have the power of attractiveness through offering low prices in a context of potential persisting inflation. Also, thanks to the transformation of their stores and their offer, they are likely to manage to attract even consumers with greater purchasing power.
At the end of 2021, one of the main opportunities for discounters, but also a threat for German and local discounters, was the announced arrival of the Russian hard discounter Mere (called Svetofor in Russia). Ultra-simple stores, and products offered straight from pallets, should enable this player to offer prices 10-20% lower than most discounters.
Other than the expected ongoing development of variety stores and their aggressive pricing policy, one of the main threats to the growth of discounters could be a counter-attack from supermarket and hypermarket chains such as (notably) Leclerc. The latter is expected to continue to highlight its unit prices, that are said to be the lowest within modern grocery retailers.
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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 Definitions
This report originates from Passport, our Discounters research and analysis database.
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