In 2021, hypermarkets continued to benefit from the growing preference in Finland for larger format grocery retailers, thanks to the deregulation of shopping hours. The lifestyle changes associated with COVID-19 that endured in 2021, such as home seclusion and work from home arrangements, led to a surge in demand for products across grocery retailing but, overall, benefited hypermarkets more than supermarkets due to the preference for larger format outlets.
Around three-quarters of hypermarket sales in Finland come from grocery products.
S Group and Kesko are the main competitors in hypermarkets in Finland and they continued to battle for consumer preference in the country in 2021. Overall Kesko is perceived as a slightly more expensive brand, whereas S Group tends to be more focused on offering competitive prices.
The growth of food and drink e-commerce is expected to lead to cannibalisation within the channel rather than competition, with the largest grocery e-commerce players S Group and Kesko also being the strongest players in grocery retailing. Hypermarket players will continue to invest in e-commerce.
Over the course of the forecast period, players in hypermarkets are expected to focus on developing a wider range of services in their outlets. Services will include, for instance, the addition of small bars or sushi inside hypermarkets outlets.
Changing demographics are set to provide opportunities and threats for hypermarkets over the forecast period. While hypermarkets appeal to people with cars and who prefer to shop a lot at a time, notably families with children, the large numbers of single households in the country not to mention the ageing population tend to prefer shops that are close by their homes.
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Hypermarkets are chained or independent retail outlets with a selling space of over 2,500 square metres and with a focus on selling both grocery and non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites with large parking lots or as the anchor store in a shopping centre. Example brands include Carrefour, E Leclerc, and Walmart Supercenter.See All of Our Definitions
This report originates from Passport, our Hypermarkets research and analysis database.
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