Inflation context adds to the weight of the economy. white brand in the shopping cart and Mercadona is one of the companies benefiting the most from this trend. That’s what confirms a study presented this Thursday. EAE Business SchoolHe states that the weight of supermarket chain products has increased its market share by 22 points since 2005. He stated that the increase in the weight of the private label reached approximately seven points in three years (2019-2021), and this share reached 46.2. %.
Experts at the current situation price increase the weight of the white label may increase. “Currently, distribution brands are in a very good position to continue growing because the moment of crisis and inflation benefits them because of their well-known value for money. family care and well-being. In this way they will continue to consolidate their personality and will be able to continue to renew and develop relationships with consumers.”, says Álex Alegret, author of the report and professor at EAE Business School.
According to this study, Mercadona (38.1%) is the leader in the preferred supermarket chain this is followed by Carrefour (15.3%) and Lidl (12.03%), respectively. Together, these three organizations represent clear leadership. A difference is seen in the higher incidence of Lidl in the female group (14.0%) and a slightly lower frequency of Mercadona (35.6%) compared to the male group (20.6% and 40.6%, respectively). Likewise, as people age, purchases from Mercadona decrease somewhat and purchases from Carrefour (>15.0%) or Lidl (>9.0%) increase.
Major MDD products purchased by exhibitors are: household hygiene products (75.8%), dairy products, yoghurts and desserts (74.5%), packaged foods (61.9%), and personal hygiene products (60.7%). The product categories in which MDF is preferred over MDF are mainly dairy products, yoghurts and desserts (42.7%), personal hygiene products (40.3%) and water, soft drinks and soft drinks (39.7%).
The fewest cases of household purchases are found in regional or local organizations such as: Gadis (0.5%), Alimerka (0.7%) and Neighborhood Stores/Markets (0.8%). In this group, we also find Aldi (0.8%). Dia, Eroski and Alcampo are preferred in the middle of both groups with 5.7 and 6.3 percent.
The main reason for purchasing in the establishment, proximity, then price and varietyAs the age increases, the purchasing motive of the proximity to the residence becomes more important. In these businesses, people make purchases as often as once or several times a week.
For the authors of the study, it is noteworthy that Mercadona does not have a loyalty or discount card. “If the leader doesn’t need it, can we question its usefulness? Mercadona is a chain that always listens to the boss. (that’s what they call their customers) and if they don’t have cards the boss must not have missed it. It is possible to think that the consumer is not directly taking advantage of a loyalty card,” Alegret explains.
Source: Informacion
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