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Supermarkets: More Than Just Food Retailing - Spain - November 2014

"The food retailing sector has been held back in recent years by the poor performance of many non-food categories, particular more discretionary items. Grocers’ sales were just 2.6% higher in 2013 than they were in 2009. This compares very poorly with most other European markets – only Croatia, Greece, Italy, the Netherlands, Portugal and Slovenia performed worse."

Hilary MonkSenior Retail Analyst

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Table of contents

  1. Executive Summary

    • Spending and inflation
      • Sector sales and forecast
        • Leading retailers
          • Online
            • The consumer – Where they shop
              • The consumer – Attitudes to Dia, Lidl and Aldi
                • The consumer – Why they don’t shop at Dia/Lidl/Aldi
                  • What we think
                  • Spending and Inflation

                    • Key points
                      • Consumer spending
                        • Figure 1: Spain: Consumer spending on food and drink ( incl. VAT), 2009-14
                      • Inflation
                        • Figure 2: Spain: Harmonised indices of consumer prices: Annual % change food and drink, Mar 2013-Sept 2014
                        • Figure 3: Spain: Harmonised indices of consumer prices: Annual % change, 2009-13
                    • Distribution of Spending

                        • Figure 4: Spain: Estimated distribution of spending on food, beverages, and tobacco, 2013
                    • Sector Size and Forecast

                      • Key points
                        • Sector sales
                          • Figure 5: Spain: Retail sales, excl. VAT, 2009-14
                          • Figure 6: Spain: Retail sales forecasts, excl. VAT, 2014-19
                        • Sector sales mix
                          • Figure 7: Spain: Estimated sales mix for the grocers’ sector, 2013
                        • Retail enterprises and employee numbers
                          • Figure 8: Spain: Number of retail enterprises, 2008-12
                          • Figure 9: Spain: Number of full-time-equivalent employees in retailing, 2008-12 (Number of full time equivalent employees by sector)
                      • The Retailers – Financials and Outlets

                        • Key points
                          • Mercadona dominates the sector
                            • Winners – Discounters and other proximity retailers
                              • Losers – Larger store formats
                                • Condis rolls out Condislife format
                                  • Figure 10: Spain: Leading grocery retailers, by sales, excl. VAT, 2011-13
                                  • Figure 11: Spain: Leading grocery retailers’ outlet numbers, 2011-13
                                  • Figure 12: Spain: Leading grocery retailers’ estimated sales per outlet, 2011-13
                              • The Retailers – Market Shares

                                  • Figure 13: Spain: Leading grocery retailers’ shares of all food retailers sales, 2011-13
                              • Online

                                • Key points
                                  • Online shoppers
                                    • Figure 14: The consumer: Percentage of all individuals purchasing online in the past 12 months, 2008-13
                                  • Market size and leading retailers
                                      • Figure 15: Spain: Leading retail websites by visitor numbers,
                                  • The Consumer – Where They Shop

                                    • Key points
                                      • What we asked
                                        • Main grocery destination
                                            • Figure 16: Spain: Where consumers buy main weekly shop, October 2014
                                          • Top-up shop destinations
                                              • Figure 17: Spain: Where consumers buy their top-up shopping, October 2014
                                          • The Consumer – Attitudes to Dia, Lidl and Aldi

                                            • Key points
                                              • What we asked
                                                • More than 50% of consumers now shop more at discounters
                                                  • Figure 18: Spain: Consumer attitudes to Dia/Lidl/Aldi – Agreement with statements, October 2014
                                                • Sticking with Dia/Lidl/Aldi even if they had more money
                                                    • Figure 19: Spain: Attitudes to Dia/Lidl/Aldi – Changing shopping habits, October 2014
                                                  • Fresh foods improving
                                                      • Figure 20: Spain: Consumer attitudes to Dia/Lidl/Aldi – Quality of products, October 2014
                                                    • Choice improving but still some limitations
                                                        • Figure 21: Spain: Consumer attitudes to Dia/Lidl/Aldi – Choice of products, October 2014
                                                      • Non-grocery special deals are a key selling point
                                                          • Figure 22: Spain: Consumer attitudes to Dia/Lidl/Aldi – Non-grocery products, October 2014
                                                      • The Consumer – Why They Don’t Shop at Dia/Lidl/Aldi

                                                        • Key points
                                                          • What we asked
                                                            • Limited ranges and few stores limit shopper numbers
                                                                • Figure 23: Spain: Why consumers don’t do any/more of their grocery shopping at Dia/Lidl/Aldi, October 2014
                                                              • Women more concerned about limited ranges
                                                                • Figure 24: Spain: Why consumers don’t do any/more of their grocery shopping at Dia/Lidl/Aldi by gender, October 2014
                                                              • Poor perception of quality in Madrid
                                                                • Figure 25: Spain: Why consumers don’t do any/more of their grocery shopping at Dia/Lidl/Aldi, by region, October 2014
                                                                • Figure 26: Spain: Where consumers buy their top-up shopping, by region, October 2014
                                                            • Aldi

                                                                • What we think
                                                                  • Germany
                                                                    • Elsewhere
                                                                      • Where next?
                                                                        • Company background
                                                                          • Company performance
                                                                            • Figure 27: Aldi: Group financial performance, 2009-2013
                                                                            • Figure 28: Aldi: Outlet data, 2009-2013
                                                                            • Figure 29: Aldi: Outlet data, 2009-2013 (continued)
                                                                          • Retail offering
                                                                          • Groupe Auchan

                                                                              • What we think
                                                                                • Exposed in weak eurozone and under threat from trend away from hypermarkets
                                                                                  • Looking for growth
                                                                                    • Defensive purchasing alliances
                                                                                      • Company background
                                                                                        • Company performance
                                                                                          • Figure 30: Auchan: Group financial performance, 2009-13
                                                                                          • Figure 31: Auchan: Revenue by region, 2009-13
                                                                                          • Figure 32: Auchan: Retail sales estimates by country (Europe only), 2009-13
                                                                                        • Stores
                                                                                            • Figure 33: Auchan: Outlet data (Consolidated stores only), 2009-13
                                                                                          • Groupe Auchan – Non retail activities
                                                                                            • Retail offering
                                                                                            • Carrefour

                                                                                                • What we think
                                                                                                  • Where next?
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                        • Figure 34: Carrefour: Group financial performance, 2009-2013
                                                                                                        • Figure 35: Carrefour: Outlet data, 2009-2013
                                                                                                        • Figure 36: Carrefour (Europe): Outlet numbers (incl franchisees and partners, excluding cash and carry), 2009-13
                                                                                                      • Retail offering
                                                                                                      • Dia

                                                                                                          • What we think
                                                                                                            • 2013 in review
                                                                                                              • Sells French operations
                                                                                                                • Aquires El Arbol
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Figure 37: Dia: Group financial performance, 2011-2014
                                                                                                                      • Figure 38: Dia: Group outlet data, 2011-13
                                                                                                                    • Retail offering
                                                                                                                    • Leclerc

                                                                                                                        • What we think
                                                                                                                          • Price focus key to success
                                                                                                                            • Driven to succeed
                                                                                                                              • Collection remains the preferred online delivery method
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 39: E.Leclerc: Group sales performance, excl. VAT, 2009-13
                                                                                                                                    • Figure 40: E. Leclerc: Estimated international sales by country, excl. VAT, 2011-13
                                                                                                                                    • Figure 41: E. Leclerc: Group outlet data, 2009-13
                                                                                                                                  • Retail offering
                                                                                                                                  • Lidl/Kaufland (Schwarz Group)

                                                                                                                                      • What we think
                                                                                                                                        • Online
                                                                                                                                          • Where next
                                                                                                                                            • Company background
                                                                                                                                              • Company performance
                                                                                                                                                • Figure 42: Schwarz Group: Group financial performance, 2009/10-2013/14
                                                                                                                                                • Figure 43: Schwarz Group: Outlet data, 2009/10-2013/14
                                                                                                                                                • Figure 44: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
                                                                                                                                                • Figure 45: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
                                                                                                                                                • Figure 46: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
                                                                                                                                              • Retail offering
                                                                                                                                              • Mercadona

                                                                                                                                                  • What we think
                                                                                                                                                    • A more difficult year
                                                                                                                                                      • Continued investment in stores
                                                                                                                                                        • Rethinking fresh
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                              • Figure 47: Mercadona: Financial performance, 2009-13
                                                                                                                                                              • Figure 48: Mercadona: Outlet data, 2009-13
                                                                                                                                                            • Retail offering
                                                                                                                                                            • Spar Europe

                                                                                                                                                                • What we think
                                                                                                                                                                  • Enhanced own-label offering targeting meal-times
                                                                                                                                                                    • Pushing its convenient shopping destination credentials
                                                                                                                                                                      • Limited online grocery shopping option
                                                                                                                                                                        • Positioning itself as a healthy food retailer
                                                                                                                                                                          • Improving the in-store checkout experience for its customers
                                                                                                                                                                            • Tailored formats offering additional sales growth opportunities
                                                                                                                                                                              • Expanded everyday general merchandise range
                                                                                                                                                                                • Company background
                                                                                                                                                                                  • Company performance
                                                                                                                                                                                    • Figure 49: SPAR International: Retail sales by country, 2009-13
                                                                                                                                                                                    • Figure 50: SPAR International: Outlets, 2009-13
                                                                                                                                                                                    • Figure 51: SPAR International: Retail sales area, 2009-13
                                                                                                                                                                                    • Figure 52: SPAR International: Sales per sq m, by country, 2009-13
                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                  • Appendix – The Consumer – Spain

                                                                                                                                                                                      • Figure 53: Retailers used for main and top-up grocery shopping, Spain, October 2014
                                                                                                                                                                                      • Figure 54: Attitudes towards discount supermarkets in Spain, by most popular retailers used for main and top-up grocery shopping – Any grocery shop, Spain, October 2014
                                                                                                                                                                                      • Figure 55: Attitudes towards discount supermarkets in Spain, by next most popular retailers used for main and top-up grocery shopping – Any grocery shop, Spain, October 2014
                                                                                                                                                                                      • Figure 56: Reasons for not shopping/not shopping enough for groceries at discount supermarkets, by most popular retailers used for main and top-up grocery shopping – Any grocery shop, Spain, October 2014
                                                                                                                                                                                      • Figure 57: Reasons for not shopping/not shopping enough for groceries at discount supermarkets, by next most popular retailers used for main and top-up grocery shopping – Any grocery shop, Spain, October 2014
                                                                                                                                                                                    • Responsibility for grocery shopping
                                                                                                                                                                                      • Figure 58: Those in household responsible for grocery shopping, by demographics, Spain, October 2014
                                                                                                                                                                                    • Where people shop
                                                                                                                                                                                      • Figure 59: Most popular retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Spain, October 2014
                                                                                                                                                                                      • Figure 60: Next most popular retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Spain, October 2014
                                                                                                                                                                                      • Figure 61: Other retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Spain, October 2014
                                                                                                                                                                                    • Attitude statements
                                                                                                                                                                                      • Figure 62: Agreement with the statement ‘The quality of fresh meat at discount supermarkets has improved in the last 2 years’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 63: Agreement with the statement ‘The quality of fresh fruit and vegetables at discount supermarkets has improved in the last 2 years’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 64: Agreement with the statement ‘The quality of fresh bakery products at discount supermarkets has improved in the last 2 years’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 65: Agreement with the statement ‘The choice of brands available at discount supermarkets has improved in the last 2 years’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 66: Agreement with the statement ‘I can’t buy all the groceries I need at discount supermarkets’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 67: Agreement with the statement ‘I’d like to see a bigger choice of non-grocery items at discount supermarkets’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 68: Agreement with the statement ‘The choice of items available within certain ranges at discount supermarkets is too limited’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 69: Agreement with the statement ‘I would shop less at discount supermarkets if I had more money^’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 70: Agreement with the statement ‘I sometimes buy non-grocery items I didn’t plan to buy when shopping at discount supermarkets’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 71: Agreement with the statement ‘I sometimes visit discount supermarkets specifically to buy non-grocery items I’ve seen advertised in advance, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 72: Agreement with the statement ‘I do more of my grocery shopping at discount supermarkets than I did two years ago’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 73: Agreement with the statement ‘I’m less tempted to buy additional grocery items that I don’t really need at discount supermarkets’, supermarkets in Spain, by demographics, October 2014
                                                                                                                                                                                      • Figure 74: Most popular reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Spain, October 2014
                                                                                                                                                                                      • Figure 75: Next most popular reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Spain, October 2014
                                                                                                                                                                                      • Figure 76: Other reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Spain, October 2014

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                  Supermarkets: More Than Just Food Retailing - Spain - November 2014

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