The sector of great consumption In our country it has recovered some stability, as inflation has been contained, which has favored the growth of the short assortment, but also of regional supermarkets, and also of organized distribution. The price, however, remains an important factor in the purchase decision, according to the “Distribution balance 2024” of Kantar Worldpanel.

According to the consultant’s data, the Organized distribution a +0.6% in volume has grown, while the Traditional distribution It continues to lose weight year after year and has closed 2024 with a loss of -3.6% compared to 2023. E -commerce, on the other hand, has grown 1.3%. All this despite the fact that proximity remains the first motivation when choosing a chain in which to make the purchase.

But in recent years, marked by economic complexity, other demands and issues have gained relevance, such as good prices, the quality of the own brand, the presence of parking or the fast purchase service. However, they continue to prioritize LA value for money, The possibility of making all the purchase in a single site and the quality of fresh products.

In addition, last year it was marked by the growth of both the chains of Short assortmentwhich already reach a market share of 37.7%; As of regional supermarkets, with a quota of 18%. For their part, large surfaces have lost presence, as well as specialist stores.

From Kantar they point out that the situation reflects the various ways of addressing the value for money: while the short assortment makes it supported by their own brand, the regional ones do it by betting on the perishable fresco.
It also points out that the main Regional operators They have sought to expand to new regions, which has allowed them to gain buyers (+3.6% in the last years). In fact, 68% of these new clients have earned outside their traditional area of ​​influence, that is, far from their native community. The consultant considers that the key has been the adaptation of the assortment to the peculiarities of each region.

He Short assortmentfor its part, it grows, but it does not reach all segments of the population equally. Thus, it finds greater penetration among young people without children (43%) and families with children (42.5%), than between adult couples (34%) and Seniors homes (31%).

“For chains that grow the most, short and regional assortment, there are challenges on the horizon. For the former, position yourself in the senior consumer”; Bernardo knee, retail business director of Kantar Worldpanel, has commented in a statement. “For the latter, they still have growth margin encouraging more complete baskets and here it will be key to know and identify what their buyers demand in the market”

Among other data from the report, it should be noted that The own brand It reaches a 44.1%share, with a growth concentrated in the short assortment. It is remarkable growth, that the quota has risen in almost three percentage points compared to 41.2% of 2022.

The evolution of supermarket chains

The consultant has analyzed the evolution of the main agents of the short assortment, and reaffirms to Mercadona as leader of supermarkets. The company has increased its quota by 0.5% compared to the previous year, and with 93.1% of buyers having purchased in their establishments at some point.

Carrefour Group, For its part, it remains in second position, but maintaining the same share (9.8%) with respect to the previous year. From Kantar they point out that it has been penalized by the evolution of the hypermarket channel and the loss of presence in the profile of families with children.

For its partLidl It has experienced a slight growth and its quota reaches 6.5%, which consolidates it as the chain that has grown the most since 2019 (+1.9%). The report suggests that the distributor has reinforced its price image thanks to communication, promotion and its loyalty program, but is threatened by the rise of regional ones.

The rest of the list is completed, in order, Eroski Group (4.3%), day (3.6%), consume (3.4%), Alcampo (3%), Aldi (1.7%) and IFA Group (Regional Supermarkets) (10.5%).