Promotions Account For 45% Of Sales In Portuguese Hypermarkets
Promotional sales in Portuguese hypermarkets increased from 39.7% in the first half of 2015, to 44.8% in the first six months of this year, according to data from theÂ Portuguese Association of Distribution Companies.
According to director-general Ana Isabel Trigo de Morais, â€śconsumers have become fans of promotionsâ€ť, which besides being "evidence of the competitive dynamics", also show that the price factor remains decisive for the buyer.
Between January and June 2016, manufacturer brands gained market share, rising from 65.3% to 66.7% of total sales, while the weight of private label brands decreased by 1.4 percentage points over the same period last year.
The market share of hypermarkets dropped (-0.3%), while that of supermarkets (+0.8%) and discounters (+0.6%) grew.
Overall, the retail sector (food and non-food) in Portugal grew by 1.8% on the same period in 2015, to â‚¬8.59 billion, according to the APED Barometer. Sales in the food segment were up by 3.5%, while sales in the non-food segment dropped by 0.7%.
Dairy product sales dropped by 2.4%, with milk consumption down, while the consumption of processed products like butter and cheese has been growing.
Â© 2016 European Supermarket Magazine â€“ your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.