S Group’s market share increased last year as the sole trading group

S Group Takes the Lead in Grocery Sales: Understanding the Key Factors Behind their Success

Last year, grocery store sales saw a significant decline for the second consecutive year. However, there was one standout trade group that managed to increase its market share – the S Group. This was due in part to price reductions that were well-received by consumers struggling with reduced purchasing power. According to market research company Nielsen IQ, the S Group’s market share increased by 1.3 percentage points to 48.3 percent, with grocery sales growing by 8.9 percent from the previous year, outpacing the market.

In contrast, the K Group’s market share decreased by 0.9 percentage points to 34.3 percent, and Lidl’s market share dropped by 0.2 percentage points to 9.6 percent. Both trade groups experienced slower sales growth compared to the average value development, despite a six percent increase in sales value due to rapid inflation.

Despite a decline in overall sales volume of grocery stores by 1.1 percent from the previous year, there was still a six-percent increase in sales value due to rapid inflation. The S Group’s grocery store manager attributed their success to maintaining an affordable shopping basket strategy by reducing food prices starting from March. Meanwhile, the K Group focused on throw-in offers and low-cost own products while Lidl emphasized affordability by launching a new loyalty program.

Online grocery shopping accounted for €626 million in sales, growing by only 6.7 percent albeit slower than the previous year when it had grown at an impressive rate of over ten percent due to increased consumer demand during lockdowns caused by Covid-19 pandemic restrictions

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