Because supermarkets have ceased to be the shopping centers of Greece

By George Lampiris

If one were to look at the overall picture of Bazaar products in the first five months of 2022, that is, consumer goods sold in supermarkets and related to clothing, garden and terrace products, electrical appliances and household appliances, one would find that in a way Greek supermarkets ceased to be the shopping centers of Greece for the sale of all kinds, in contrast to what was happening in the pandemic. This is because especially during the period of restrictions on the operation of commercial stores but also during the period of validity of lockdowns in our country, supermarkets sold anything that other retail companies could not sell.

Consumers bought food and everything else available in the supermarkets

It is quite indicative of the fact that in December 2021 consumers turned to supermarkets to buy gifts and toys as Christmas gifts for the holidays. It should be noted, however, that the preference for these products is also related to the fact that they had more shopping options in one place, so for convenience they preferred to buy even clothes from a supermarket.

At 550 million euros the turnover of Bazaar products in 2021

It will be recalled that last year among the major product categories such as food-beverages, personal care items, Bazaar products – ie clothing, footwear, appliances – recorded the highest growth rate of 14.9%, while only in the last week of December sales growth in these products reached 39.9% according to Nielsen IQ. The total value of Bazaar products was 550 million euros, equivalent to 5.9% of the total turnover in organized retail (excluding Lidl and islands).

The data change in 2022

But now the data is completely different. Why the data for the five months of 2022 from NielsenIQ available to the Capital.gr, show that Bazaar products lost turnover of almost 30 million euros, which means that from 295.27 million euros last year, sales fell to 268.27 million euros this year with a rate of change that reached -9.1%. This percentage is much higher, if one takes into account the fact that the price of products has now been significantly increased. So in practice if we take into account the inflationary pressures, the reduction in turnover for these products is much greater.

The main representatives of these goods are chains such as mainly Sklavenitis, which maintains a significant number of supermarkets, with a store area of ​​more than 2,500 sq.m. This offers him the opportunity to sell other products, which act as a boost to his turnover. It is estimated that at the moment for Sklavenitis these products constitute 5% of his turnover. Another market player active in the field of Bazaar goods is Lidl, which maintains a wide range of options from time to time, such as baby, tools, garden items, seasonal.

The correlations

To see the correlations in the market and what the size of the 268 million euros in the five months of 2022 (550 million in total in 2021) means, the turnover from the sale of clothes, toys, books, tools, home appliances and garden, We will mention that in the household and DIY items, IKEA, which is managed by the Fourli group, recorded a turnover of 273 million euros in 2021. In addition, the parent company of the Jumbo group had a turnover of 541 million euros in 2020 and it increased to 645 million euros. in 2021. In the field of clothing, now the revenues of ITX Hellas, which unites the companies Zara, Massimo Dutti, Oysho, Bershka, Pull & Bear and the online store Uterque, exceed 500 million euros.