Grocery Universe 2017 Results of the 55Th Inventory of Retail Grocery in Belgium, Drawn up by Nielsen
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GROCERY UNIVERSE 2017 RESULTS OF THE 55TH INVENTORY OF RETAIL GROCERY IN BELGIUM, DRAWN UP BY NIELSEN Any reproduction, representation or use of one or various elements of this report must show the full mention: Source: Nielsen CopyrightAt Nielsen, © data 2017 drives The Nielseneverything Company we do— (US),even LLC. art. That’sConfidential why we and used proprietary. real data Doto createnot distribute. this image. 1 Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. CONTENTS ABOUT NIELSEN 3 BELGIAN ECONOMIC & RETAIL LANDSCAPE: 2016 5 NIELSEN GROCERY UNIVERSE 9 Turnover and Inflation Stores Market Share by Shop Type Sales Surface Discounters Regional Characteristics Private label RETAILING IN EUROPE 48 International Shop Types Discounters in Europe NIELSEN SERVICES 60 Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2 ABOUT NIELSEN CopyrightAt Nielsen, © data 2017 drives The Nielseneverything Company we do— (US),even LLC. art. That’sConfidential why we and used proprietary. real data Doto createnot distribute. this image. 3 Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. NIELSEN For 93 years Nielsen services have been making the FMCG (Fast Moving Consumer Goods) market visible and comprehensible for manufacturers and retailers. Nielsen is the world’s leading provider of information and market analysis in the consumer and service sectors thanks to the quality of its data, the accessibility of its analyses, the expertise it has built up over more than 93 years of practical experience and the rapidity with which it communicates its findings. • Established in the United States in 1923 by Arthur C. Nielsen • Operates in over a hundred countries • Active in Belgium since 1954 • Over 200 regular clients • Studies more than 400 product categories This overview represents the results of the 55th inventory of the world of retail grocery sector, drawn up every year by Nielsen. Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4 BELGIAN ECONOMIC & RETAIL LANDSCAPE: 2016 CopyrightAt Nielsen, © data 2017 drives The Nielseneverything Company we do— (US),even LLC. art. That’sConfidential why we and used proprietary. real data Doto createnot distribute. this image. 5 Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2016 IN REVIEW Refugee crisis Terrorism strikes on roils EU US Presidential Brexit Elections : Donald Trump Ahold – Delhaize Milestone for merger confirmed LGTB rights Rise of the far- Zika virus: right in Europe major global health threat Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 6 NIELSEN BAROMETER: BELGIUM Growth mainly due to price increases FMCG: Value Volume Average price Food & Non Food Change Change change 2016 vs 2015 +1.0% -1.7% +2.6% 2015 vs 2014 +1.2% +0.0% +1.2% 2014 vs 2013 +2.4% +1.2% +1.2% 2013 vs 2012 +2.2% +0.0% +2.2% 2012 vs 2011 +2.2% +0.1% +2.1% INCREASE IN +1% TURNOVER (*) The Nielsen Barometer shows the trend as a percentage of sales of a representative group of FMCG products in the retail sector in Belgium Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 7 FMCG TRENDS BY YEAR AND QUARTER Volume sales decline in 2016, with price increases driving value sales Source: Nielsen Growth Reporter Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 8 NIELSEN GROCERY UNIVERSE 2016 CopyrightAt Nielsen, © data 2017 drives The Nielseneverything Company we do— (US),even LLC. art. That’sConfidential why we and used proprietary. real data Doto createnot distribute. this image. 9 Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. GROCERY UNIVERSE: A DEFINITION The grocery sector includes the following: • Retail stores in Belgium selling at least four of the following food categories: edible fats, canned goods; bottled drinks; drinks in the form of solid substances (e.g. coffee and tea); pasta; confectionery • ‘Food’ sales also have to represent at least 40% of total turnover The following are excluded: • Stores that generate more than 50% of their turnover through the sale of meat products or fish and shellfish. • Stores specialising in diet foods. • Stores that are part of petrol stations (e.g. Yelloh, Shop ‘n Go, etc…) Turnover We take into account the total turnover generated during the course of the past year. For stores that only opened during the course of the year, sales are extrapolated for a full year. For stores that closed during the course of the year, Nielsen assumes that no sales at all were made in that year. For hypermarkets, only the turnover for the food, paper products, care products and cleaning products departments is taken into account. Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 10 MAJOR DEVELOPMENTS IN 2016 • Domestic consumption increased (+ 2.5%) while the importance of the Grocery Universe declined by -0.3 pt. Households have spent relatively less in the Grocery Universe compared to their total expenditure. • The turnover of the Grocery Universe rose to EUR 25.8 billion in 2016. This means a +0.6% increase compared to the year before. In 2016, the inflation rate was 2.0%, which is higher than 2015. The turnover in constant has declined by - 1.4%. • There were 7 163 stores in the universe in 2016. This is 2 stores more than 2015. Between 2006 and 2016, the number of points of sale fell on average by 98 stores per year. Between 1996 and 2016, on the other hand, an average of 277 stores closed per year. • The share of F1 declined slightly by -0.4pt to 49.5% with the closing of 8 stores, bringing their total to 597 stores in 2016. • F2 increased market share up to 30.4% which represents an increase of +0.8pt versus 2015. F2 opened 8 new shops (1352 in total). • Hard Discount lost market share (-0.3pt to a 15.4% market share) in Belgium. Its number of shops has increased as well to 737 shops (+2 stores versus 2015). • The market share of F3 remains steady. In 2016 F3 stayed at 4.7%. The number of stores remained steady compared to 2015 (4 477 stores). Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 11 TURNOVER AND INFLATION Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 12 GROCERY UNIVERSE TURNOVER Turnover increased by +0.6% to 25.8 billion euro in 2016. When eliminating the effect of the inflation, evolution turnover at constant is declining. Billions of Euro 30,0 25,8 25,0 25,6 23,9 24,5 25,0 22,8 23,2 21,7 22,4 20,3 20,9 18,9 19,5 20,0 18,2 16,7 17,4 15,3 15,6 16,0 14,3 14,8 13,5 14,0 15,0 12,5 13,0 13,1 12,0 15,8 14,9 15,3 15,2 15,0 15,0 15,2 15,5 15,6 14,2 14,3 14,4 14,7 14,8 13,0 13,2 13,1 13,4 13,7 10,012,0 12,1 12,3 12,1 12,2 12,5 12,5 12,7 5,0 0,0 '90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 Current Prices Constant Prices (1981 = 100) Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 13 INFLATION PER YEAR Inflation globally decreased in past years and increased again to 2% in 2016 10,0% 9,0% 8,0% 8,2% 7,7% 7,0% 6,3% 6,0% 5,0% 4,9% 4,5% 4,0% 3,5% 3,0% 3,1% 3,2% 2,7% 2,6% 2,8% 2,5% 2,4% 1,8% 2,0% 2,0% 2,1% 2,1% 1,8% 1,6% 1,5% 1,6% 1,6% 1,6% 1,3% 1,0% 1,2% 1,1% 1,0% 0,0% '82 '83 '84 '85 '86 '87 '88 '89 '90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 Inflation Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 14 INFLATION BY PRODUCT/SERVICE High inflation rate seen in Services in 2015 and 2016. Food inflation increased in 2016 and Non-Food inflation remains negative until September 2016 10,0 8,0 7,8 7,7 7,7 7,7 7,7 7,2 7,2 8,0 6,9 6,9 6,1 5,7 5,7 5,4 5,4 5,5 6,0 5,1 5,0 5,0 4,9 4,7 4,3 4,3 4,4 4,3 4,3 4,0 4,0 4,04,1 4,2 4,2 4,0 3,7 3,9 3,8 3,9 3,9 3,9 3,9 3,6 3,7 3,4 3,6 3,7 4,0 3,2 3,1 3,1 3,2 3,4 3,3 2,83,0 2,9 2,9 3,0 2,9 3,1 2,8 2,4 1,9 1,8 1,8 1,9 1,7 1,6 1,3 2,0 1,0 0,9 0,2 0,3 -0,2 0,0 0,3 0,0 0,1 -0,4 -0,4 -0,7 -0,5 -0,5 -2,0 -1,3 -1,5 -1,6 -1,4 -1,6 -1,9 -2,0 -1,7 -1,9 -2,2 -2,1 -2,1 -2,3 -2,8 -2,6 -4,0-3,1 Jul-16 Jul-15 Oct-16 Oct-15 Apr-16 Apr-15 Jun-16 Jun-15 Jan-16 Jan-15 Mar-16 Mar-15 Feb-16 Feb-15 Nov-16 Dec-16 Nov-15 Dec-15 Aug-16 Sep-16 Aug-15 Sep-15 May-16 May-15 Food Non Food Services Rent Copyright © 2017 The Nielsen Company (US), LLC.