Supermarkets in Spain

PROSPECTS

Supermarkets adopt omnichannel approach in line with consumers’ changing shopping habits

Supermarket players not only experience strong competition within the channel, in addition to outside of it due to the strong presence of other store-based grocery retailers, but must also now contend with the ongoing progression of e-commerce which increasingly necessitates the adoption of an omnichannel strategy where sales from physical stores can be supported by online stores which offer greater convenience to busy consumers and an alternative solution to grocery shopping. Although food and drink e-commerce represents low value share compared to store-based sales, it continued to record impressive growth rates in 2019, a trend that is only likely to persist into the forecast period, particularly with emerging competition in the form of marketplace giants such has Amazon which now offer this service.

Supermarkets expand services to enhance consumer experience

Supermarkets are attempting to better compete with convenience stores by increasing the space dedicated to ready prepared food in their stores, including Mercadona which has expanded its ready-to-eat offer. This is particularly important in large cities as busy consumers in urban areas want to be able to quickly visit a grocery retailer to purchase some breakfast or lunch on their way to work, or grab a ready meal on their way home.

Players open smaller “express” supermarkets to compete with convenience stores

Although performing more strongly in 2019, the larger channel of supermarkets has felt some pressure from the smaller convenience stores, particularly in busy urban areas where consumers demand proximity and speed of service. This is encouraging players to open supermarkets “express” stores with smaller selling space and extending their working hours to allow them to further compete with the convenience store format.

COMPETITIVE LANDSCAPE

Mercadona strengthens leadership as it continues to invest in expansion of outlets and fresh produce offer

Mercadona strengthened its leadership of supermarkets in value share terms in 2019, as it continued to invest in transforming its network into sustainable and energy-efficient stores, including the fact that it was the first retailer in the channel to stop selling plastic carrier bags in its outlets. The retailer is committed to expanding its space to offer greater volumes and selection of fresh fruit and vegetables and to guarantee its principle of “total quality”, as it only partners specialist distributors.

Carrefour partners delivery platform Glovo in urban areas to offer competitive lead time for online orders

Carrefour closed a number of stores in 2019 under both banners, the larger Carrefour Express, and Carrefour Market, with a focus on expanding the size of the latter to offer a “premium model” with larger sales areas of 1.500 sq m in line with the size of Mercadona and discounters Aldi and Lidl.

Auchan continues to transform Simply Market stores to more dynamic Alcampo Supermercado concept

Auchan Retail España SA continued with its transformation process to rebrand its Simply Market stores into Alcampo Supermercado outlets. Although the player has a large presence in hypermarkets, its strategy going forward is to focus on proximity supermarkets and convenience stores in line with local consumers’ changing preferences.

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