Market View Year 2015, a tough year

1. Market View
Year 2015, a tough year
March 2016

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 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

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 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

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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)

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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%

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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

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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

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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

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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

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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

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Thank you!
FOR MORE INFORMATION
Simos Triandafillakis
Simos.Triandafillakis@IRIworldwide.com
+30 210 27 87 636
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