While current value sales registered a double-digit increase in 2021, this growth was mainly due to soaring inflation and in fact in constant value terms, value sales actually fell in 2021. However, warehouse clubs performed better than other grocery channels such as convenience stores, discounters and hypermarkets.
Maxiconsumo continued to lead in 2021 and is the only warehouse club that also offers e-commerce and direct delivery. Yaguar also offers e-commerce but only for wholesales customers.
Private label plays an important role in warehouse clubs and with consumers increasingly looking for affordability due to soaring inflation, private label gained further value share in 2021. There is a wide portfolio of private label available such as Aro and M&K from Makro, Marolio by Maxiconsumo, and S&P from Vital.
Warehouse clubs will register healthy constant value growth over the forecast period. It is expected that sales to end-consumers will continue increasing in the future.
Warehouse clubs will continue investing in marketing campaigns on radio and newspaper to announce prices and discounts. As of yet, warehouse clubs in general do not use social media, as their customer profile is different.
Warehouse clubs, which originally only targeted wholesale customers, will continue to adapt in order to attract end-consumers who previously did not frequent this channel. Layouts in warehouse clubs are more likely to become similar to the hypermarket experience, with better signage and options for buying products in smaller quantities.
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Warehouse clubs are chained outlets that sell a wide variety of merchandise, typically situated in out-of-town locations, with a selling space of over 2,500 sq metres (and invariably over 4,000 sq metres in total size). Customers have to pay an annual membership fee in order to shop. The clubs are able to keep prices low due to the no-frills format of the stores and large volume SKUs. Example brands include Costco, Sam’s Club (Walmart), and Atacadão. Excludes sales attributable to membership fees and business-to-business sales. Also excludes cash & carry and wholesale outlets (which are typically oriented towards businesses, rather than consumers). Note: Local variants, such as atacarejos in Brazil, are included in this channel.See All of Our Definitions
This report originates from Passport, our Warehouse Clubs research and analysis database.
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