Kantar Worldpanel

Global Hypermarket and Supermarket Market Share Shrinks as e-Commerce, Discounters and Traditional Formats Prosper

LONDON, July 7, 2017 /PRNewswire/ --

- By 2021 hypermarkets and supermarkets will account for less than half of total trade

- Supermarket and hypermarket growth especially slow in the UK, South Korea and Peru

Kantar Worldpanel's Winning Omnichannel - an annual report on FMCG trade channels - was published today, revealing the shrinking market share of supermarkets and hypermarket across the globe.

Table 1: Global FMCG value share and 2016 value growth, per channel 

                                    Global value  Global value    Percentage value
    Channel                           share 2015    share 2016       increase (yoy)
    E-commerce                              3.8%          4.6%                 26%
    Discounters                             5.5%          5.6%                5.1%
    Convenience                             4.6%          4.6%                4.1%
    Cash and carry                          1.1%          1.4%                4.1%
    Hypermarkets and supermarkets          53.2%           52%                0.7%
    Traditional                            26.1%         26.1%                3.2%
    Door to door                            0.8%          0.8%                0.7%
    Drugstore and pharma                    0.6%          0.6%                0.9%

The share of hypermarkets and supermarkets is predicted to reduce further, to just 48% of global FMCG spend by 2021, with e-commerce set to grow to 7.5% and discounters 6.5%.

E-commerce 

The share of grocery shopping conducted online continues to rise, particularly in the world's most advanced e-commerce markets, such as South Korea, China and the UK. In the UK, online sales grew from 6.7% to 7.3% value share in the last year alone. British shoppers are second only to South Koreans in the proportion of groceries they buy online.

Table 2: Value share of e-commerce across each market and percentage growth of FMCG spend through e-commerce, per market. (Value share is the percentage of e-commerce FMCG purchases versus total FMCG purchases across all channels.) 

    E-commerce-fastest growing                    E-commerce-slowest growing
                                                                               
    Market                 Value       Growth     Market            Value      Growth
                      share 2016    2016/2015                  share 2016   2016/2015
    Mainland China          5.7%          53%     France             5.5%          8%
    South Korea            19.7%          41%     UK                 7.3%          8%
    Taiwan                  5.7%          36%     Argentina          0.8%          7%
    Spain                   1.7%          29%     Japan              7.4%          5%
    Portugal                  1%         24.3     USA                1.5%          5%