Sklavenitis is the guide in the turnover of the supermarkets

By George Lampiris

Sklavenitis leads the whole market, being at the moment the biggest player in the domestic supermarket market, which according to information records an increase in sales in the period January – November 2020 at the level of 5.5% compared to the corresponding period of the year. 2020, currently the only player in the market that continues to record net sales growth in retail. It is characteristic that this occurs in a month like November, when the whole market moved in strongly declining sales based on data from Nielsen IQ, at levels of -6.7% compared to November 2020. At the same time with Based on the available data for the ten months of 2021, the total number of supermarkets amounted to 8,359,483,208 euros, while in the corresponding ten months of 2020 the turnover was 8,227,408,960 euros, therefore the market growth is estimated at + 1.6%.

Regarding the first large chains of the market outside Sklavenitis, AB Vassilopoulos also in the 11 months recorded a decrease in sales by 2%, Metro – My market is moving upwards as a group with a percentage close to 2%, however this increase comes from mainly from wholesale stores, Metro Cash & Carry and not from My market stores. It should be noted that the above data does not include Lidl, which is marginally positive compared to last year and according to information, while if it was calculated in the total of 10 months mentioned above, the total percentage would be marginally improved to + 1.7% compared to the corresponding period last year. In addition, Masoutis in the 11 months is marginally positive in sales with 0.5% and the Galaxy is also moving marginally upwards compared to 2020.

What is the reason for the continuous increase of sales of Sklavenitis

The rise of Sklavenitis is a result of a large percentage of both the fact that it maintains large sales outlets, such as the supermarkets it maintains nationwide, which attract consumers from the beginning of the pandemic, as every customer wants to be able to move around sales that are spacious due to the insecurity resulting from the spread of Covid-19 disease. In addition, as a chain, it is measured quite high in the top of mind awareness index, which marks the fact that it is a major choice for many consumers.

However, what determines the rise of the market in relation to the rise of Sklavenitis, is the fact that the chain maintains a market share of more than 30%, compared to about 19% which is the share of the second ranked player in organized retail, AB Vasilopoulos.

Balancing after the 2020 rally

It should be noted that last year was a period of “blind” purchases by consumers, who, especially in the first period of the pandemic, often bought indiscriminately products that were stuck in their cupboards and refrigerators. This year, the balancing of many of the key market players is a normal development, given that, among other things, the supermarket halls also functioned as a consumer relief valve during 2020, when all businesses in the rest of retail were closed due to government measures to limit the spread of the pandemic.