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W Odpowiedzi Na Pismo Z Dnia 16 Marca Br IRLANDIA Rynek detaliczny w Irlandii OPRACOWANIE WYDZIAŁU PROMOCJI HANDLU I INWESTYCJI AMBASADY RZECZYPOSPOLITEJ POLSKIEJ W DUBLINIE MAJ 2013 4 the Vicarage, St. John’s Road, Dublin 4, IRELAND Tel: +353 1 269 1370 Fax: +353 1 269 7662 E-mail: [email protected] www.dublin.trade.gov.pl Rynek detaliczny w Irlandii W sektorze sprzedaży detalicznej w Irlandii pracuje ponad 250 tys. osób, co czyni go pierwszym pod względem zatrudnienia - 14,5% zatrudnionych tu właśnie znajduje pracę generując ponad 10% irlandzkiego PKB. Na sektor ten składają się w dużej mierze małe, lokalne przedsiębiorstwa. Spośród 44 tys. firm zajmujących się sprzedażą hurtową i detaliczną w Irlandii 86% zatrudnia poniżej 10 osób i ma irlandzkich właścicieli. Malejący popyt wewnętrzny i wydatki konsumentów irlandzkich (od 2008 r.) są dla sektora detalicznego rosnącym wyzwaniem, co przekłada się na spadające zatrudnienie (o 47 tys. osób z 314 tys. w 2008 r.). Ogólna wartość sprzedaży, od szczytu w 2007 r., spadła o 18%, szczególnie takich artykułów, jak meble i oświetlenie (-55%), samochody (-50%), sprzęt i art. elektryczne (-38%). Nawet tradycyjnie stabilna wartość sprzedaży art. spożywczych zmalała o 6%. W 2012 r. odnotowano dalszy, acz niewielki spadek sprzedaży na poziomie -2%. Po najgorszym okresie kryzysu nastroje konsumentów wydawały się już polepszać i w sierpniu 2012 r. wskaźnik KBC/ESRI Consumer Sentiment Index osiągnął najwyższą od pięciu lat wartość, jednak od tego czasu znów skłonność do konsumpcji nieznacznie pogorszyła się. Badanie przeprowadzone przez firmę FMI dla ShelfLife w sierpniu 2012 r. wskazało, iż niemal połowa konsumentów kieruje się ceną przy wyborze produktu, a 71% kupuje irlandzkie produkty chcąc wspierać zatrudnienie w Irlandii. Irlandzkie produkty w ciągu kilku ostatnich lat stały się bardziej konkurencyjne, szczególnie cenowo, stąd też bardziej osiągalne dla konsumentów. Coraz większy udział w koszyku konsumentów zyskują także produkty pod własnymi markami supermarketów (od 2008 do 2012 r. ich udział wzrósł z 30% do 35%). Sieci Lidl i Aldi były pierwszymi, które rozpoczęły poszerzanie swojej oferty w tym zakresie na szeroką skalę. Tesco także zastosowało podobną strategię - znaczniej większy udział przychodów tej sieci stanowią wpływy ze sprzedaży własnych marek niż w Wielkiej Brytanii. Trend potwierdza badanie Rabobank Food and Agri Research, wg którego udział marek własnych ma podwoić się do 2025 r. Supermarkety: Tesco Ireland ok. 90 sklepów (4 superettes, 5 small super, 44 large super, 38 hyper) Dunnes Stores ok. 120 sklepów będących własnością trustu prowadzonego przez rodzinę założyciela (Ben Dunne Senior). Samych sklepów pod marką Dunnes Stores jest nieco mniej. SuperValu (ok. 170 sklepów) - część jest franczyzą Musgrave, część niezależna. Lidl - około 170 sklepów na całej wyspie z tego 124 sklepy w Republice Irlandii Aldi - 67 sklepów Superquinn ok. 20 sklepów, głównie w prowincji Leinster (2 small super, 15 large super, 4 hyper). Marks and Spencer – 20 sklepów / Simply Food 2 Małe sklepy: Centra – 450 sklepów SPAR / Eurospar/ Vivo- około 470 sklepów Mace - 240 sklepów Londis/ Londis Plus/ Londis Foodmarkets/ Londis Convenience/ Forecourt – około 370 sklepów Costcutter – 135 sklepów Gala (www.gala.ie) – 200 sklepów Supermarkety/ supermarkety odzieżowe. Największą siecią sklepów tego typu w Irlandii dysponują: Dunnes Stores (ok. 120 sklepów), Primark (pod nazwą Penney's), Debenhams. Brytyjska sieć River Island jest obecna w Irlandii poprzez 37 punktów (w tym 15 w Irlandii Północnej). W Dublinie Clerys i Arnotts są jednymi z większych sklepów odzieżowych. Obecne są też: Menarys, Tempest, Heatons oraz niewielka sieć luksusowych butików Brown Thomas, Lifestyle Sports, H&M, TK Maxx, Next, Avoca Handweavers. Pomimo konkurencji ze strony dużych centrów handlowych, nadal często odwiedzane są sklepy sieciowe znajdujące się na głównych ulicach miast, które można podzielić na irlandzkie i brytyjskie. Do tych pierwszych należą: Eason & Son, Golden Discs (muzyczne), Hickey's (apteki), Sam McCauley's, McCabes, Heatons Dixons, Dubray Books, Fran and Jane; przykłady brytyjskich sieci: Next, Debenhams, Topshop, Boots, Superdrug, Argos, HMV, JJB Sports, Dorothy Perkins, Maplin, Currys, T.K. Maxx, PC World, Game Stop i in. Centra handlowe. Od lat 60-tych w Irlandii powstawały centra handlowe z reguły połączone, z co najmniej jednym supermarketem. Pierwszym był Dunnes Stores w Cornelscourt. Obecnie w centrum Dublina nawiększymi są: Ilac Shopping Centre i Jervis Centre. Na obrzeżach stolicy do największych należą: centrum handlowe w Stillorgan, The Square, Tallaght, Blanchardstown Centre, Liffey Valley Shopping Centre oraz Dundrum Town Centre. W Cork: Mahon Point; w Limerick: Crescent Shopping Centre; w Waterford: City Square Shopping Centre; w Galway: Eyre Square Centre, Edward Square, Galway Shopping Centre, Briarhill Shopping Centre; w Sligo i Castlebar: The Quayside, Johnston Court. Parki detaliczne to kolejne przestrzenie stworzone w celu ułatwienia handlu z reguły zorganizowane na obrzeżach miast przy głównej drodze, wokół dużego parkingu i składające się z kilku do kilkunastu sklepów, często specjalistycznych uzupełnione o bary lub punkty gastronomiczne typu fast-food. Niektóre z nich to: w Letterkenny Retail Parks; w Limerick: Childers Road Retail Park; w Galway: Wellpark Retail Park, Galway Retail Park, Gateway Retail Park. Najczęstszymi sieciami zlokalizowanymi w tego typu parkach są: Woodie's DIY (art. budowlane i wyposażenia wnętrz), Atlantic Homecare, Harry Corry, Elverys Sports, Argos, Homebase. 3 Udziały w rynku największych sieci handlowych: Udział w rynku Sieć (sierpień 2012 r.) 28,8 % 21,6 % 19,6 % 6,7 % 5,7 % 5,5 % Źródło: Kantar WorldPanel Market Share Wybrane sieci sklepów (w porządku alfabetycznym): ADM Londis Plc Tel: +353 4-583-7900; Johnstown, Naas, Co Kildare, Ireland Ponad 370 punktów w Irlandii (m. in. Londis PLUS, Londis Foodmarkets i Londis Convenience oraz sklepy Forecourt) Aldi Tel. +44 (0)1827 721252; Newbridge Road, Naas, County Kildare, Ireland Sieć 67 sklepów oferujących dobrej jakości produkty po niskich cenach (żywność, art. wyposażenia domu). W ostatnim kw. 2012 oraz I kw. 2013 r. udział w rynku tej sieci znacznie wzrósł (od poł. grudnia 2012 do poł. lutego 2013 r. sprzedaż wzrosła o 29%, a udział w rynku zwiększył się do 5,6% w 2013 r.). Avoca Tel: +353 1-286-7466; Kilmacanogue, Bray, Co Wicklow, Ireland Sieć sklepów z odzieżą, zabawkami, biżuterią, ceramiką, szkłem, książkami, art. wyposażenia wnętrz; także marka produkująca chodniki, dywany, garnitury oraz stosunkowo wysoko pozycjonowane przetwory z owoców (dżemy, marmolady). Dunnes Stores Tel: +353 1-475-1111; 46-50 South Great George's Street, Dublin 2, Ireland Największa sieć detaliczna sprzedająca żywność, tkaniny i art. wyposażenia wnętrz. Wg niedawnych badań, umacnia swoją pozycję lidera; daje duży wybór produktów m. in. świeże warzywa i mięso. Lidl Tel: 1800-347-447; Great Connell Road, Newbridge, Co Kildare, Ireland Siec około 170 sklepów na całej wyspie z tego 124 sklepy w Republice Irlandii 4 Marks and Spencer Tel: +353 1 800 656 641; 24-29 Mary Street, Dublin 1, Ireland Duża część szerokiego asortymentu sieci to produkty sprzedawane pod własną marką kojarzoną z wysoką jakością. Firma przykłada wagę do etycznego pozyskiwania sprzedawanych przez siebie produktów utrzymując jednocześnie relatywnie wysokie ceny. Musgrave Group Tel: +353 21-452-2100; Musgrave House, Ballycurreen Airport Road, Cork, Ireland Największy dystrybutor art. spożywczych w Irlandii obsługujący ponad 3 tys. sklepów w Irlandii, Wielkiej Brytanii i Hiszpanii (tj. m. in. SuperValu, Centra, Budgens, Londis, Marketplace, Musgrave Foodservices, Daybreak, Dialprix & Mace NI) Spar Ireland Tel: +353 1-4090-300; Greenhills Rd, Walkinstown, Dublin 12, Ireland Jedna z największych sieci małych sklepów (ok. 470 punktów różnych marek: SPAR, SPAR Express, EUROSPAR; część BWG Foods Group) Superquinn Tel: +353 1-630-2000 Ok. 20 sklepów głównie w Dublinie i okolicach (14 punktów) specjalizujących się w świeżej żywności i art. spożywczych. Tesco Ireland Tel: +353 1-280-8441; Marine Road, Dun Laoghaire, Co Dublin, Ireland Żywność, odzież, art. wyposażenia wnętrz, rozrywka, inne. Prasa i portale branżowe: Retail News (10 wydań rocznie) ShelfLife (miesięcznik) Checkout (miesięcznik) Retail Intelligence (cotygodniowy biuletyn) Checkout Top 100 Brands (coroczna publikacja Checkout) Checkout Buyer’s Guide (coroczna publikacja Checkout) Retail Times (dwumiesięcznik) www.retailexcellence.ie www.retailireland.ie - strona organizacji Retail Ireland reprezentującej sektor detaliczny. Wybrane źródła: Retail Ireland, kwiecień 2013 Raport Irish Times Pricewatch, marzec 2013 Retail News, wrzesień 2012 Raport Checkout Magazine / Nielsen "Top 100 Brands 2012", nr 8/2012 Shelf Life, wrzesień 2012 5 .
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