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Evolución de los hard
discount en el Reino Unido
en hortalizas
Evolution market share
salads UK
Fuente: F&H/Kantar Worldpanel.
The evolution discounts
English is stopped
The market share of vegetables of the “hard discount” in the United
Kingdom reached nine per cent in 2010, which means the lowest increase
of the last three years. The actions of the traditional chains have given
results and have stopped the “boom” discount.
By Rafael I. Losilla
The discount chains keep
on increasing the market share
in the United Kingdom but are
less aggressive than three years
ago. The development of discounts
since 2008 is linked to
the new strategy of the British
retailers, in addition to the
economic crisis that the United
Kingdom is living and especially
the pound.
Germans discount of the
United Kingdom –Lidl, Aldi
and Netto- arrived with an
aggressive strategy of prices
thanks to have a strategy of
commercial margin quite different
from Tesco or
Sainsbury´s. While the British
supermarkets have commercial
margins of more than 30 per
cent in the stands of fruits and
vegetables, the Germans discounts
are below 20 per cent,
which makes easier the attractive
prices.
Development
The market share of the vegetables
of the German discounts
increased more than
three points in the period
2007-2008 and almost one point
in period 2008-2009. This
fast development caused the
interest of Lidl -the most aggressive
chain which increased
the number of stores to 570.
Aldi was interested in reaching
1,500 stores in 2013
because of the increase of the
sales. But this tendency has
begun to stop and during the
year 2010 the sales of the three
“hard discounts” have increased
just half a point, reaching
a market share of 10 per cent
in the vegetables sector.
F&H Frutas y Hortalizas
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