Supermarkets and hypermarkets in Spain have snatched market share from dedicated fresh produce providers, a Nielson report says.
It says during the financial crisis consumers changed their fresh produce shopping habits, helping supermarkets and hypermarkets win share from the specialist channel – rising from 51% in 2008 to 58% last year.
Nielson said the Spanish supermarkets and hypermarkets were helped by their improvments in assortment and quality. Fresh produce is very important to them because it is bought more often and thus generates more store traffic and customer loyalty, helping stores increase sales in other categories, it said.
Lower fruit and vegetable prices see Spanish consumers buy more
In another report on shopping trends, Nielson estimated fresh produce sales in Spain last year to have been worth €21 billion.
It also said a 1.1% fall in retail prices means Spanish shoppers can now buy more for less. Last year that translated into them buying 0.7% more in volume than in 2013, but for a total value down 0.4%.
The price drop was most pronounced in fresh produce and in particular fruit and vegetables. “Sales of fruit and vegetables had the highest growth, 2.9% and 1.8% respectively, due to a reduction in prices by about 5%,” Nielson said