Polski Retail AD 2010

Poland Pharma Commerce 2012

Wśród prelegentów 18 Prezesów Zarządu, Dyrektorów Generalnych i Członków Zarządu

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Polish Retail AD 2010 – download a presentation

At the gala of the Retailer of the Year Chosen by Vendors, a report was presented which offered a summary of the condition of 2010 Polish retail market as well as results of assessing the results of retailer – vendor collaboration, which formed the basis for organising the Retailer of the Year competition.

According to analysts from Roland Berger Strategy Consultants who had used their own analyses and Nielsen data, the FMCG retail sales in Poland in 2010 reached PLN 176 billion, reporting a growth of nearly 3.3% year-on-year (PLN 170.4 billion). In 2010, the share of the modern channel (hypermarkets, supermarkets and discounts) in the sales was 48%, growing by nearly 6.7% year-on-year (45% in 2009). On the other hand, the share of the traditional channel (large grocery stores, medium and small size grocery stores and specialist stores: wine and pastry, fuel stations, kiosks, pharmacies) went down from 55% in 2009 to 52% in 2010.

The share of hypermarkets remained stable at 13%. The share of supermarkets also remained stable at 17%. Discount stores reported a growth from 15 to 18%. The share of large grocery stores remained stable at 9%. The share of medium-sized grocery stores went down from 23% in 2009 to 21% in 2010. The share of small grocery stores in FMCG retail sales went down from 17 to 16%. Specialist stores retained their 6% share. The estimations indicate that discounts are growing at the cost of medium and small stores.

In spite of the increasing share of the modern channel in FMCG retail trade in Poland, our 10 largest retailers with their 30% share are way below the shares in your neighbour countries in Central Europe (Hungary – 81%, the Czech Republic – 61%), not to mention Western Europe (Germany – 87%, France – 86%), However, the example of Italy (5% of the share) may indicate that Poland does not necessarily need to follow the direction followed by the Czech Republic and Hungary. The total share of the modern channel in Poland is now 48%. For comparison: 59% in Hungary, 62% in Intaly, 72% in the Czech Republic, 79% in Spain, 88% in Germany and as much as 96% in France.

The trend of the recent years which is worth reporting is Internet sales which is growing fast but remains of little importance in food products. Internet food stores account for as little as 2% of all Internet stores. It is estimated that, in 2014, the sales will reach PLN 9 billion. At present, key players in the food sales in Poland are: frisco.pl, alma24.pl, e-piotripawel.pl. In the nearest future, opening of Internet stores is planned by Tesco (2^nd half of 2011) and Auchan (now testing it in France and Italy).

Supermarkets and hypermarkets remain leaders in sales of cosmetics, hygienic products although their shares dropped from 34.4% in 2009 to 33.8% in 2010. The second largest channel, according to the study prepared by Roland Berger Strategy Consultants are drugstores, cosmetic stores and pharmacies with 27.8% of share which grew from 26.6% in 2009.

The share of discount stores in sales of cosmetics, hygienic and cleaning products grew from 9% in 2009 to 10.1% in 2010. Direct selling is the next important but out-of-store distribution channel whose share went down from 10.6% in 2009 to 9.6% in 2010.

Food stores reported a fall from 9.5% to 9.0%.

General, food and product stores also reported a slight drop from 5.5% to 4.9%.

Internet sales has the lowest weight with its share growing from 4.4% to 4.8%.

The number of chain drug stores is still insignificant when compared to independent chemistries. Six chain stores: Rossmann, Drogerie Natura, Schlecker, Aster Gdynia, A’propos, Super-Pharm reported a total increase in the number of units from 1,000 units in 2009 to 1,100 in 2010. The number of independent drug stores is going down and reached 6,500 in 2010 i.e. 400 were closed in one year. Rossman reported the largest share in the sales of the drug store channel at 58.9%. Other chains have 18.5% and independent drug stores have a share of 22.7% and reported a fall against 2009 when the share was 28.2%.

According to the study of Roland Berger Strategy Consultants, supermarkets are developing rapidly both in terms of their number and the value of sales. The channel closed 2010 with 2,600 units. It is forecasted that, in 2015, their number will reach 3,700. The value of their sales in Poland grew from PLN 28.4 billion in 2009 to PLN 30.5 billion in 2010 to grow to PLN 50.2 billion in 2015.

Hypermarkets entered the stage of stagnation with only 8 hypermarkets opened in 2010. According to the study of Roland Berger Strategy Consultants, in terms of the value of sales, hypermarkets hardly increased their share in the FMCG market with their share of 2009 at PLN 22.2 billion going up to PLN 22.7 billion in 2010. It is estimated that, in 2015, the sales will reach PLN 28.4 billion.

The discount format is growing rapidly. Their number when up from 1,948 in 2009 to 2,140 in 2010. It is estimated that, in 2015, the number of units in the channel will go up to 3,000. The value of discount sales in Poland went up from PLN 26.5 billion in 2009 to PLN 31.2 billion in 2010 and is planned to reach PLN 50.1 billion in 2015.

The smallest formats are responsible for a reduction in the number of traditional stores. The total number of large, medium and small food stores went down from 91,000 in 2009 to 98,000 in 2010.

The number of large stores went up from 5,000 to 6,000.

In the same time, the number of medium-sized stores went down from 31,000 to 30,000 and small stores from 54,000 to 52,000. An increasing number of stores operates in convenience formula.

In 2010 there were 10,900 convenience stores. Tranformation of traditional channels into chains is progressing.

In the category of large and medium-sized stores in 2010, chain stores represented 43% and their percentage in 2015 will reach 69%.

In 2010, independent stores represented 57% and the percentage is estimated to go down to 31% by 2015. In the category of small-sized stores in 2010, independent stores represented 76% and their percentage in 2015 will reach 49%. Small chain stores in 2010 represented only 24% and are estimated to reach 51% in 2015.

Pobierz prezentację: Rynek detaliczny w 2010 (PDF)

Text based on: “Vendors Have Chosen the Retailer of the Year”, Detal Dzisiaj, no 7/2011.

We would like to thank Nielsen i Roland Berger Strategy Consultants for cooperation in organising the Retailer of the Year competition and technical supervision.