What do the figures show for the eleventh month of 2024
They exceeded 10 billion. euros the sales of supermarket in value in the eleventh month of 2024, rising to 10.876 billion. euros, marking an increase of 3.1% compared to the corresponding period last year. At the same time, according to data from research firm Circana (formerly IRI), volume sales are up 3.2% while unit price is down 0.1%.
From the same data it follows that private label products continue their dynamic course. In particular, the share of PL in value in the eleven months of January – November 2024, including the sales of Lidl Hellas, was formed at 26.7% (share in value) from 26.3% in the corresponding period of 2023 with the growth rate being 4.9%, when at the same time the growth rate for branded products is 2.5%. In fact, in food, the share of private label products is slightly higher at 27.4% from 26.7% in the corresponding period of 2023. In the personal hygiene and beauty category, the share of private label products is 20%, while in the category of of household goods reaches 25.7%.
With reference to the intensity of offers on the shelves of supermarket chains, in the food category the percentage of turnover that came from promotions increased by 25.2%, in personal hygiene and beauty items by 28.7% and in detergents/cleaners by 26.1%. In total, the turnover of fast-moving goods made available under tender regime increased by 25.5% between January and November.
With reference to the three major categories of fast-moving consumer goods, Circana’s data shows that in packaged foods the sales value increased by 4.1%, in detergents/cleaners it decreased by 0.4% and in personal hygiene and beauty items by 0.5%. At the same time, the volume of sales in packaged foods increased by 3.3%, in personal hygiene and beauty products by 3.4% and in detergents/cleaners by 1.9%, it was pointed out in APE BPE.
With regard to the 11 main product categories, in the eleven months of January-November 2024, non-alcoholic beverages (6.9%), alcoholic beverages (6.5%), frozen foods (5, 3%), cooking materials (4.4%), dairy products (4.2%), snacks (3.4%), packaged foods (1.6%), personal hygiene and beauty products (3%). There was a decrease in personal cleaning products (-4.2%) and other household items (-1.1%), while detergents and cleaners remained at exactly the same sales levels.
In terms of unit sales, there was an increase in packaged foods (1.5%), snacks (0.2%), dairy (6.8%), frozen foods (5.4%), ingredients cooking (1.8%), non-alcoholic beverages (5.4%), alcoholic beverages (6.6%), personal care and hygiene products (4.5%), personal cleaning products (2.2 %), in detergents and household cleaners (3.2%) and other household items (0.7%).
The figures for the eleventh month of 2024 also show that consumers trust very small stores (up to 400 m2). These stores recorded an increase in turnover (5.9%), while their total share in the turnover of supermarkets is 11.9%. In supermarkets (over 2,500 sq.m.) a turnover increase of 4% was recorded with a share of 11.6%, while in medium-sized stores (400 to 1,000 sq.m.) a turnover increase of 1.9% with their share at total sales to be 33.1%. A 3% increase was recorded in large stores (1,000 to 2,500 sq.m.), in which 43.4% of the total turnover took place.
The region of Crete emerges as the country’s best regional market with a growth rate of 5.8%, followed by Northern Greece with a growth rate of 4.6%, the Peloponnese with 3.7%, Thessaloniki with 3%, Central Greece and Attica with 2.4%.
