ESM: European Supermarket Magazine, in association with IRI – a leading provider of Big Data, predictive analytics, and forward-looking insights – has published its annual Europe’s Fastest-Growing Categories report, which highlights the product categories that have demonstrated the strongest year-on-year growth in seven European markets: France, Germany, Greece, Italy, the Netherlands, Spain, and the UK.
In four of the markets included in the study, the Chilled & Fresh category has shown the strongest growth. In France, it rose by 2.1%; in Italy, it saw a 2.9% rise; in the Netherlands, it rose by 5.6%; and in Spain, the category rose by 6.3%.
In Germany and the UK, the Drinks category saw the strongest growth, by 3.9% and 6.8%, respectively. Meanwhile, in Greece, the Pet category posted the strongest growth, of 10.3%.
“Regardless of geography, there are some trends that remain true across all the markets included in this study: that consumers are looking to eat healthily, that they are looking for increased convenience, and that, while they are still largely governed by price, they are willing to spend a little bit more if the added-value proposition appeals to them,” commented Stephen Wynne-Jones, editor, ESM: European Supermarket Magazine.
Read the full report in ESM Issue 2 - 2019.
Top Categories
Looking at Europe as a whole, the Ambient and Chilled & Fresh macro-categories rank highest in all markets included in the study.
Most of the top five macro-categories in each market are in growth, with exceptions seen in Italy (Drinks and Household), Spain (Alcohol and Drinks) and the Netherlands (Personal Care).
The data also indicates the level to which private label is gaining traction in different European markets, and in what categories it is having a pronounced effect.
In France – one of the biggest markets included in the study – private label has remained subdued (and even decreased) in recent years, however, new legislation governing the depth of promotions could shift consumers back to own-brand, and the premium and organic ranges could be the first to benefit.
Similarly, in the Netherlands, mid-tier and premium private label appear to be gaining traction, while in Greece, a shift in the retail landscape is impacting private-label penetration.
The Europe’s Fastest-Growing Categories report was published in Issue 2 - 2019 of ESM: European Supermarket Magazine.
For more information, or to request a copy of the full report, contact Stephen Wynne-Jones, editor, ESM: European Supermarket Magazine, at steve@esmmagazine.com.
About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC healthcare, retailers and media companies to grow. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI guides over 5,000 clients globally in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver growth. www.IRIworldwide.com
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
