Kantar Worldpanel

Global Hypermarket and Supermarket Market Share Shrinks as e-Commerce, Discounters and Traditional Formats Prosper - Seite 3

In developing regions where modern trade would be the next practical step, traditional and other formats (comprising door-to-door, cash and carry and pharmacies) are still performing well. In Africa, for example, where price and connectivity are key factors, traditional trade accounts for an average of 69.4% value share).

FMCG spend through this channel is growing faster than total FMCG in 50% of regions across the globe.

Table 5: Value share of traditional trade across each market and percentage growth of FMCG spend through traditional trade per market. (Value share is the percentage of traditional trade FMCG purchases versus total FMCG purchases across all channels.)  

    Traditional trade-fastest growing               Traditional trade-slowest growing
                                                                                        
    Market      Value share 2016    Growth    Market   Value share 2016      Growth
                                  2016/2015                               2016/2015
    Argentina             40.8%         27%   Mexico              37.9%          0
    Brazil                24.8%         15%   Spain               10.8%         -1%
    Ghana                 99.7%          8%   Thailand            52.2%         -1%
    Taiwan                56.3%          6%   Portugal             2.5%         -1%
    Vietnam               78.5%          5%   Saudi Arabia        36.9%         -5%

Stéphane Roger, global shopper and retail director, Kantar Worldpanel, said:

"Channels which traditionally dominated the field - supermarkets, hypermarkets, drugstores - are in steady decline worldwide. Step forward the 'new order': e-commerce and discounters, cannibalising the big retailers with their promise of convenience and lower prices.

"Technology is fast changing the way people shop and, with e-commerce and discounters set to continue their march at the expense of large format retailers, there is an urgent need for retail reconfiguration across the world."

About Kantar Worldpanel's Winning Omnichannel Report 

In the first study of its kind, Kantar Worldpanel's global research team and partners have used consumer panel data to build a complete picture of the global retail landscape.

By measuring real shopping behaviour and the retail choices of more than three billion people in 28 countries, Kantar Worldpanel has observed the interaction between all channels - from traditional to modern trade and e-commerce - over the past three years.