In 2018, hypermarkets continued to be negatively affected by the increasing consumer preference for convenient ways of shopping. As a result of the increasing number of employed urban dwellers, traffic in hypermarkets decreased.
Increasing price sensitivity and decreasing consumer enthusiasm for spending in 2018 further hindered hypermarkets’ performance. As a result of the stagflationary environment, consumer confidence decreased in 2018.
In addition, 2018 saw an increasing number of consumers shift to online grocery shopping for the heavy items in their monthly shopping. Increasing consumer awareness of and preference for online grocery shopping hindered footfall within hypermarkets themselves.
Following its acquisition of Kipa hypermarkets in 2017, Migros Tic continued to consolidate its leading position in hypermarkets. Apart from its advantage in terms of consumer trust and an extensive outlet network, the company successfully launched new innovative features that aimed to increase the convenience of grocery shopping through its outlets.
To increase the convenience of shopping for consumers, leading companies are expected to invest more in digital features inside hypermarkets. For example, in 2017, Carrefour, in its new hypermarket, offered many new digital features ranging from payment points without cashiers to services that enable consumers to get their purchased items delivered to their house by the service assistants inside the store.
Due to macroeconomic deterioration and expected continuation of the economic slowdown, leading companies within hypermarkets will focus more on in-store investments that improve the experience of consumers in existing stores, rather than on opening new outlets. To increase the traffic to their existing outlets, by utilising increasing price sensitivity they will launch specific value-pack promotions to attract consumers.
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Discover the latest market trends and uncover sources of future market growth for the Hypermarkets industry in Turkey with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Retailing market research database.