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Market View 2015 A tough year for the Greek FMCG market
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Market view 2015
1.
Market View Year 2015,
a tough year March 2016
2.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 2 Value Sales Trend: Super/Hyper Markets FMCG – LIDL (Total Market) Metrics Super/Hyper Markets (including Key Retailers, smaller Retailers and actual Sklavenitis scanning data) LIDL Channels Greece Mainland Crete Areas YR 2015 vs YR 2014 YR 2014 vs YR 2013 Periods Study’s ID
3.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 3 Stores with large selling area (over 2500 sq.m.) and even broader range of products Hypermarket Self-service retail stores with a central check-out area and at least 2 cash registers, offering a large variety of groceries as well as consumer durables and goods Supermarket Self-service retail stores carrying mainly groceries in limited range with emphasis on own label products and low prices Discounters Channels definitions
4.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 4 Greece economy RETAIL TURNOVER INDEX (w.o AUTOMOTIVE FUEL) INFLATION RATE TREND UNEMPLOYMENT - 4 .9 % - 7 .1 % - 5 .3 % - 1 .8 % - 0 .2 % - 6 .4 % 2010 2011 2012 2013 2014 2015 GDP 4,7% 3,3% -0,9% -1,3% -1,7% 1,5% 2010 2011 2012 2013 2014 2015 1 4 .8 % 2 1 .0 % 2 7 .5 % 2 6 .5 % 2 5 .0 % 2 6 .9 % 2010 2011 2012 2013 2014 2015 -1.2% -7.2% -8.6% -1.0% -1.0% -11.3% 2010 2011 2012 2013 2014 Jan/Oct '15 vs. Jan/Oct '14 Source: ELSTAT Feb 2016 (latest available period/provisional data)
5.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 5 HM/SM VALUE SALES TREND YR 2013 YR 2014 YR 2015 YR 2013 YR 2014 YR 2015 -1.4% -2.1% Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis scanning data) The negative trend continues for FMCG market in 2015, closing at -2.1%
6.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 6 HM/SM VALUE SALES TREND / PRE AND POST REFERENDUM WEEKS -2,8% -5,8% -4,2% -1,7% -1,1% 39,1% -8,7% -11,6% -6,2%-6,4% 1,8% -1,7% 1,8% -3,4% -3,0% 0,6% -3,2% -3,0% -4,2% -2,1% -4,6% -6,9% -2,1% -1,1% -6,8% -2,8%-3,7% -5,4%-8,0% -11,4% -6,0% -6,2% Greek Referendum announcement temporarily reversed the trend * Greek Referendum Source: IRI InfoScan, HM/SM
7.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 7 HM/SM VALUE SALES TREND BY MONTH -0,4% -3,7% -0,6% -7,7% -1,4% -2,9% -6,9% -6,6% -4,1% -2,4% -3,1% -2,6% -4,2% 3,0% -2,7% -4,8% 4,1% 1,5% 1,5% -3,3% -3,1% -3,4% -2,7% -2,5% 2,3% -4,4% 3,1% -6,3% -0,1% 5,5% -8,3% -0,5% -2,6% -3,9% -3,6% -7,5% Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis) December’s value sales declined by 7.5%, one of the sharpest declines during the last couple of years
8.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 8 HM/SM VALUE SALES TREND 2014 vs 2013 -1,4% -2,6% -4,2% FOOD HBA HOUSEHOLD 2015 vs 2014 -2,0% -2,4% -2,1% FOOD HBA HOUSEHOLD Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis scanning data) All segments mark negative trends in 2015
9.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 9 HM/SM VALUE SALES TREND 2015 vs 2014 -1,2% -3,7% -2,4% -2,4% 1,7% -0,3% -4,5% 1,1% -4,0% -2,0% -5,5% HOUSEHOLD CLEANERS & DETERGENTS OTHER HOUSEHOLD PRODUCTS PERSONAL CARE & BEAUTY PERSONAL HYGIENE PACKAGED FOOD SNACKS DAIRY FROZEN FOOD COOKING AIDS, INGREDIENTS & CONDIMENTS NON ALCOHOLIC BEVERAGES ALCOHOL DRINKS Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis scanning data) Frozen food & packaged food are the only food categories growing during 2015
10.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 10 Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis scanning data) Alcoholic drinks, frozen food and snacks report a positive sales trend HM/SM VALUE SALES TREND 2014 vs 2013 -4,1% -4,2% -4,9% 0,1% -1,6% 0,6% -3,0% 1,8% -0,7% -4,1% 2,8% HOUSEHOLD CLEANERS & DETERGENTS OTHER HOUSEHOLD PRODUCTS PERSONAL CARE & BEAUTY PERSONAL HYGIENE PACKAGED FOOD SNACKS DAIRY FROZEN FOOD COOKING AIDS, INGREDIENTS & CONDIMENTS NON ALCOHOLIC BEVERAGES ALCOHOL DRINKS
11.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 11 Thank you! FOR MORE INFORMATION Simos Triandafillakis Simos.Triandafillakis@IRIworldwide.com +30 210 27 87 636 ABOUT IRI IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-the-counter healthcare industries by pinpointing what matters and illuminating how it can impact their businesses across sales and marketing. Move your business forward at IRIworldwide.com and/or IRIworldwide.gr Greek Office 31 Spartis Street, 144 52 Metamorfosi, Athens, GR (+30) 210 27 87 600
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