market view october 2021

IRI Greece

MARKET VIEWOctober 2021

Trends for the Greek FMCG environment

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Study ID

Metrics• Value and Units Sales Trends: Super/Hyper Markets FMCG

• Random Weight Value Sales Trends : Super/Hyper Markets

Channels • Super/Hyper Markets

Areas• Greece Mainland

• Crete

Periods• YR 2020 vs YR 2019

• January - October 2021 vs January - October 2020


CHANNELS

DEFINITIONS

Stores with large selling

spaces (over 2500 sqm)

and even broader range

of products

HYPERMARKET

Self-service retail stores with a

central check-out area and at

least 2 cash registers, offering a

large variety of groceries as well

as consumer durables and goods

SUPERMARKET

Copyright 2021 IRI. All Rights Reserved (IRI). Confidential and Proprietary. 4

GREEK ECONOMY


Greek Economy

INFLATION RATE TREND UNEMPLOYMENT

GDP RETAIL TURNOVER INDEX (w.o AUTOMOTIVE FUEL)

Source: ELSTAT (latest available period/provisional data)

-1,2%

-7,2% -11,3% -8,6%

-1,0% -0,8% -0,6%

0,9%1,7% 1,2%

-0,2%

9,5%

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Jan-Sep

2021 vsJan-Sep2020

-4,9%-7,1% -6,4%

-5,3%

-1,8%-0,2%

0,0%1,4% 1,9% 1,9%

-8,0%

6,0%

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Jan-Jun

2021vs Jan-

Jun2020

4,7%3,3%1,5%

-0,9%-1,3%-1,7%-0,8%

1,1%0,6%0,3%

-1,2%

0,5%

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Jan-Oct

2021vs Jan-

Oct2020

14,8%

21,0%

26,9% 27,5% 26,5% 25,0% 23,5% 21,5%18,0% 16,7% 15,8%

13,0%

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Σεπ-21


TRENDS FOR THE FMCG MARKET (Fixed Barcodes + Random Weight)


5.494 6.015

1.8051.890

7.2997.905

2019 2020

Value Sales (in Millions)

Value sales trend

2020 Value Contribution

FIXED BARCODE

76,1%

RANDOM WEIGHT

23,9%

Source: IRI InfoScan, HM/SM + Random Weight, Year 2020

2,0%

9,5%

5,5% 4,7%2,9%

8,3%

2019 2020

FB RW TOTAL FMCG

Growth 8.3% for Total FMCG Market in 2020, coming from both segments. More intense

increase for Fixed Barcodes


4.864 4.971

1.530 1.543

6.395 6.515

YTD 20 YTD 21

Value Sales (in Millions)

Value sales trend


FIXED BARCODE

76,3%

RANDOM WEIGHT

23,7%

Value Sales Increase for Total FMCG (1.9%) mainly coming from Fixed Barcodes

Source: IRI InfoScan, HM/SM + Random Weight, YTD October 21

7,8%

2,2%3,7%

0,8%

6,8%

1,9%

YTD 20 YTD 21

FB RW TOTAL FMCG


2,9% 3,1%2,3%

1,4%

8,3% 7,9%6,8%

13,3%

TTL FMCG TTL FOOD HBA HOUSEHOLD

2019 2020

5,5%

2,0%

4,7%

9,4%

RW FB

Food sales trend

FOOD FB; 56,5%

HBA; 9,5%

HOUSEHOLD; 8,4%

OTHER; 1,7%

FOOD RW; 23,9%

TTL FOOD 80,4%

Value sales trend

Household is the Champion of 2020, due to Covid-19 existence


Source: IRI InfoScan, HM/SM + Random Weight, Year 2020


6,8% 6,2% 6,2%

12,9%

1,9% 2,6%

-2,0% -2,5%

TTL FMCG TTL FOOD HBA HOUSEHOLD

YTD 20 YTD 21

3,7%

7,3%

0,8%

3,3%

RW FB

Food sales trend

FOOD FB; 56,9%

HBA; 9,4%

HOUSEHOLD; 8,2%

OTHER; 1,8%

FOOD RW; 23,7%

TTL FOOD 80.6%

Value sales trend

Food is the only category with increasing sales in YTD 21

YTD 2021 Value Contribution

Source: IRI InfoScan, HM/SM + Random Weight, YTD October 21


October value sales increased by 1%

Total FMCG Value sales trend by month

3,5%3,8%

-1,8%

14,1%

4,4%

2,1%2,2%2,6%

0,2%2,2%1,9%2,3%

-0,8%

11,6%

24,4%

13,5%

8,1%

0,5%

-1,1%

1,3%3,2%

4,9%

19,5%

11,8%12,9%

0,5%

-8,5%

5,5%

-8,0%

4,7%6,7%

5,8%

3,6%

1,0%


RETAIL EXCLUDING RANDOM WEIGHT


2500+ sqm

1000-2500 sqm

400-1000 sqm

0-400 sqm

Exceptional performance for Hyper Markets in YTD

Value Contribution & Trends per shop type – YTD 21

14.2pp +9.8%

39.6pp +1.9%

34.5pp 0.1%

11.7pp +1.0%

Source: IRI InfoScan, HM/SM , YTD October 21


Increased prices in YTD by 2.1%

HM/SM Sales and Price Trend

2,0%

9,5%

2,2%2,8%

7,9%

0,1%

-0,8%

1,4%2,1%

-2,0%

0,0%

2,0%

4,0%

6,0%

8,0%

10,0%

12,0%

2019 2020 YTD 21

Value Unit Price per Unit



2,4%2,9%

-2,3%

11,9%

3,7%1,6%0,9%1,6%

0,1%1,6%1,0%1,6%

-1,5%

12,1%

28,2%

13,77%

8,83%

0,46%0,2%

3,0%4,4%

6,2%

21,5%

13,8%15,4%

2,2%

-10,2%

6,3%

-7,0%

5,5%

7,0%5,2%

3,6%0,9%

-15,0%

-10,0%

-5,0%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

35,0%

% Value Growth % Unit Growth

Increased by 0,9% are the value sales of last month

HM/SM Value and Unit Trends per Month


GIGA CATEGORIES EVOLUTION


2020

Health & Beauty HouseholdFood

YT

D 2

1

Food is the only category with increasing sales in YTD 21

HM/SM Value Sales Trend

6.8%9.4% 13.3%

3.3% -2.0% -2.5%



2020

Health & Beauty HouseholdFood

YT

D 2

1

HM/SM Unit Sales Trend

16.9%6.7% 10.2%

+0.8% -7.2% -3.3%


Slight Sales Increase for Food in YTD in terms of Units


Alcohol Drinks is the category with the most intense increase in YTD

HM/SM Value Sales Trend YTD 21

HM/SM Value Sales Trend 2020

3,6% 2,3% 0,1%7,6%

-2,3%

6,5%12,8%

0,2%

-4,5% -4,3%

0,8%

HOUSEHOLD

CLEANERS &

DETERGENTS

OTHER

HOUSEHOLD

PRODUCTS

PERSONAL

HYGIENE

PACKAGED

FOOD

SNACKS DAIRY FROZEN

FOOD

PERSONAL

CARE & BEAUTY

ALCOHOL

DRINKS

COOKING AIDS,

INGREDIENTS &

CONDIMENTS

NON

ALCOHOLIC

BEVERAGES

12,5%

5,6%7,8%

17,2%

10,6%

4,6%

12,3%

4,3%9,6% 11,6%

16,3%



HOUSEHOLD

CLEANERS &

DETERGENTS

OTHER

HOUSEHOLD

PRODUCTS

NON

ALCOHOLIC

BEVERAGES

PERSONAL

HYGIENE

PACKAGED

FOOD

SNACKS DAIRY FROZEN

FOOD

COOKING AIDS,

INGREDIENTS &

CONDIMENTS

PERSONAL

CARE & BEAUTY

ALCOHOL

DRINKS

Frozen manages the highest increase in terms of Unit Sales in YTD

HM/SM Unit Sales Trend YTD 21

HM/SM Unit Sales Trend 2020

1,8%

-0,5%

0,2%8,9%

-7,0%

5,8% 5,1%

-1,2%

-13,0%-5,5%

-1,3%

11,2%

4,2% 4,6%

17,3%

12,8%

-0,3%

3,6%7,6%

27,8%

7,6%

12,6%



EVOLUTION OF PRIVATE LABELS


11,9%

16,1%17,8% 18,3% 19,0% 18,0%

16,5% 16,3% 15,8% 15,6% 15,3%14,6%

-1,0%

4,0%

9,0%

14,0%

19,0%

24,0%

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 YTD 21

PL are declining during YTD

PL Value Share and Trends in HM/SM

7.4% 0.8% 2.3%-6.9%

-13.6%34.5%

35.9%

0.7%-0.1% 0.9% -2.9%7.5%


PRICE TRENDS – PROMO PRESSURE DUE TO TPR


27,0 25,2

37,3

29,225,2 23,5

35,227,724,9 23,0

35,427,925,5 24,4

33,926,3

TOTAL FMCG FOOD HBA HOUSEHOLD

YEAR 2019 YEAR 2020 YTD 2020 YTD 2021

Increased promo intensity for Total FMCG in YTD coming from Food categories

%Value Sales due to Temporary Price Reduction

+1.4pp

-1.6pp

-1.5pp

+0.6pp



1,87 1,72

2,972,23

1,89 1,76

2,722,30

1,88 1,75

2,702,30

1,92 1,79

2,852,32

TOTAL FMCG FOOD HBA HOUSEHOLD

YEAR 2019 YEAR 2020 YTD 2020 YTD 2021

Increased prices in YTD for all 3 Giga Categories

Price per Unit per Giga Category

+2.5%

+0.9%+5.5%

+2.1%



RANDOM WEIGHTCATEGORIES CONTRIBUTION & GROWTH


Meat, Dairy and Cold Cuts are the Categories with reduced Value Sales in YTD

Random Weight Value sales trend

vegetables27,3%

chicken6,7%

meat17,7%

fish6,1%

dairy26,9%

salads0,7%

cold cuts7,8%

other6,7%

+0.8%

7,2%

5,8% 5,5%

7,6%

2,6%

8,8%

4,3%

-2,0%

2,5%

0,8%

-0,9%

7,1%

-1,8%

4,9%

-5,1%

13,0%

vegetables chicken meat fish dairy salads cold cuts other

2020 YTD 21 YTD 21 Contribution

Source: IRI Random Weight , YTD October 21


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market view october 2021

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