Discounters in Saudi Arabia

PROSPECTS

Discounters hit hard by economic and political factors in 2019

The discounters channel saw a considerable downturn in 2019, with a much greater level of negative growth than seen the previous year. Discounters continued to be impacted by the economic slowdown seen at the end of the review period.

Hypermarkets represent increasing competition, with wide product range and move convenient locations

Given that groceries comprise one of the main areas of expenditure for any household, and customers showed a preference to reduce their expenditure on all fronts towards the end of the review period, they preferred to buy in bulk whenever they found attractive promotions and discounts. While this initially benefitted discounters, increasingly frequent promotions and aggressive discounts implemented by hypermarket players, and more convenient geographical locations, led to hypermarkets becoming more attractive alternatives.

Some recovery for discounters expected over forecast period

Larger households are quite common in Saudi Arabia, with an average household consisting of six people. Therefore, local households have higher average monthly budgets to fulfil their household needs.

COMPETITIVE LANDSCAPE

Dabbagh Group remains only player, but closes outlets as economic factors and competition bite

Dabbagh Group Holding Co Ltd with Al Dukan was the only player in the discounters channel in 2019. While Al Dukan closed a significant number of non-performing outlets in 2019, its position as the only player means it commands a high level of consumer loyalty through high quality control, low prices, and a customer-friendly return and refund policy.

Limited product range compared with hypermarkets contributes to weaker performance in 2019

Al Dukan’s sales strategy keeps prices low throughout the year. The company is able to maintain low prices due to its well-established, long-term relationships with suppliers, buying the same products in bulk over an extended period.

Aggressive promotional strategies and bulk price offers make hypermarkets appealing

As existing hypermarkets continued to grow throughout Saudi Arabia at the end of the review period, and new international players such as Spar entered the market, competition continued to intensify. This led to massive offers and promotions being implemented, including price discounts and greater price promotions on bulk packages.

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