Discounters are the largest modern grocery retail channel in Mexico in terms of retail value sales (although the remain very much in the shadow of traditional grocery retailers), and they managed to extend their lead over hypermarkets during both 2020 and 2021. Discounters became the leading channel within modern grocery retailers in Mexico in terms of value sales in 2020.
Since the onset of the pandemic, discounters have been able to reach more consumers outside of their traditional clientele – low-income consumers. Middle and even high income shoppers are now visiting discounters in growing numbers.
Wal-Mart de México SAB de CV owns Bodega Aurrera, which dominates the discounter channel with its three formats: Bodega Aurrera, Mi Bodega Aurrera, and Bodega Aurrera Express. Between them, these three banners dominate the retail value sales of discounters.
The retail constant value sales of discounters will begin to expand again during 2022, with the rate of growth gradually accelerating over the course of the forecast period. Discounters will continue to outperform hypermarkets during the forecast period as a whole, albeit by a much smaller margin than in the review period.
Another consequence of mounting inflationary pressure will be the growing popularity of private label among local consumers. This will lead at some discounters to reduce the number of SKUs that they offer, focusing on private label and a relatively small number of brands.
Mexican retailers have struggled to provide for the rapidly expanding delivery and click-and-collect demand within the grocery space since the onset of the pandemic. To address this problem, companies are investing more resources into their website and apps, in addition to the logistics of e-commerce, rather than investing in new brick-and-mortar stores.
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Discounters are retail outlets typically with a selling space of between 400 and 2,500 square metres. Retailers' primary focus is on selling private label products within a limited range of food/beverages/tobacco and other groceries at budget prices. Discounters may also sell a selection of non-groceries, frequently as short-term special offers. Discounters can be classified as hard discounters and soft discounters. Hard discounter: first introduced by Aldi in Germany, and also known as limited-line discounters. Retail outlets, typically of 300-900 square metres, stocking fewer than 1,000 product lines, largely in packaged groceries. Goods are mainly private-label or budget brands. Soft discounter: usually slightly larger than hard discounters, and also known as extended-range discounters. Retail outlets typically stocking 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Discounters excludes mass merchandisers and warehouse clubs. Example brands include Aldi, Lidl, Plus, Penny, Netto.See All of Our Definitions
This report originates from Passport, our Discounters research and analysis database.
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