Definitions

Categories Universe

FMCG

Fast Moving Consumer Goods (includes foods, personal care and home care; excludes clothes, white goods etc...). Total FMCG is not necessarily the sum of the categories shown below it.

Categories
  • Fresh Foods: fresh fish, fresh meat, fresh poultry/game, fresh fruit, vegetables, salads
  • Chilled Foods: chilled deli products, chilled dairy products, chilled bakery products
  • Packaged Grocery: bread, biscuits, canned goods, hot beverages, packet breakfast, pickles, sauces, condiments, savoury carbohydrates and snacks, home cooking ingredients, take home confectionery and savouries
  • Soft Drinks: carbonated soft drinks, chilled drinks and mineral water
  • Home Care: softeners, detergents and rinse conditioners
  • Personal Care: bathroom toiletries, hair care, healthcare, oral care, other toiletries
  • Pet Food: Cat food and dog food

Key Indicators

Panel data indicators
  • Frequency of FMCG purchase: Frequency of FMCG purchase during the quarter compared with the same quarter the previous year.
  • FMCG Average Basket Size: Average amount spent per trip in FMCG during the quarter compared with the same quarter the previous year.
Eurostat data indicators
  • Food price index: Harmonized Indices of Consumer Prices (HICPs) are produced and published using a common index reference period (2005=100).
  • Unemployment: Unemployed persons comprise persons aged 15 to 74 who were without work during the reference week, were currently available for work and were either actively seeking work in the past four weeks or had already found a job to start within the next three months.
  • Constant Price GDP (based on Euro currency): Gross domestic product (GDP) at market prices is the final result of the production activity of resident producer units (ESA 1995, 8.89). It is defined as the value of all goods and services produced less the value of any goods or services used in their creation. Data are calculated as chain-linked volumes (i.e. data at previous year’s prices, linked over the years via appropriate growth rates). Growth rates with respect to the previous quarter (Q/Q-1) are calculated from calendar and seasonally adjusted figures while growth rates with respect to the same quarter of the previous year (Q/Q-4) are calculated from raw data.

Sources & Methodology

Methodology

A consumer panel is a permanent, syndicated and representative sample of consumers, who provide ongoing details of the fast moving consumer goods they purchase. Using the scanning methodology, each panel member records the details of every item they purchase.

Sample sizes in # of households:
  • Austria: 4,000
  • Bulgaria: 2,500
  • Croatia: 1,500
  • Czech Republic: 2,000
  • Denmark: 3,000
  • Great Britain: 30,000
  • Germany: 30,000
  • Greece: 1,250
  • France: 20,000
  • Hungary: 2,000
  • Ireland: 3,650 (3,000 Republic + 650 N.I)
  • Italy: 10,000
  • Kazakhstan: 1,000
  • Netherlands: 10,000
  • Poland: 8,000
  • Portugal 10,000
  • Romania; 3,000
  • Russia: 10,000
  • Serbia: 1,500
  • Slovakia: 1,500
  • Spain: 12,000
  • Sweden: 3,000
  • Turkey: 10,000
  • Ukraine: 4,000
  • USA: 100,000

Category, Channel, Average Basket Size Trends and Channel Shares are all calculated/reported on value basis, with the value unit in all cases being the locally used currency, except for Scandinavia where a common currency (Euro) is used.

Consumer Confidence Index (CCI)

The Consumer Confidence Index (CCI) is based on households' plans for major purchases and their economic situation, both currently and their expectations for the immediate future. Opinions compared to a “normal” state are collected and the difference between positive and negative answers provides a qualitative index on economic conditions.

Trade Channel Definitions

Western Europe Hypermarkets Supermarkets Hard Discounters Soft Discounters Others
Austria Selling area > 2000m² (excluding hard discounters) e.g. Billa, Adeg, Zielpunkt, Spar SM, Mpreis Selling area from 400m² to 2000m². e.g. Merkur, Eurospar, Interspar Hofer, Lidl, Penny Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Denmark Selling area > 2500m³ Bilka Selling area from 450m² to 2550m² (e.g Føtex, Kvickly, SuperBrugsen, Meny Aldi, Lidl Netto, Fakta, Kiwi, Rema 1000 Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
France Selling area > 2500m² Selling area : 400m² to 2500m² (excluding hard discounters) Lidl, Aldi, Norma, Colruyt Ed, Leader Price, Netto, Le Mutant Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Great Britain Top 4 multiples: Tesco, Asda, Sainsbury's, Morrison Lidl, Aldi, Netto no soft discounters Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Germany Small hypermarkets: 800m² - 1500m² Medium hypermarkets: 1500m² - 5000m² Large hypermarkets: > 5000m² Selling area : 400m² to 2500m² (excluding hard discounters) Aldi, Lidl, Norma Penny, Netto Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Greece Mega Sklavenitis, Mega AB Vassilopoulos, Grand Massoutis, Carrefour Carrefour Marinopoulos, Carrefour Express, 5' Marinopoulos, Sklavenitis, AB Vassilopoulos, Veropoulos (Spar), Galaksias, Atlantik, Massoutis, My Market, Arvanitidis, other small Supermarkets Lidl no soft discounters Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Italy Selling area > 2500m² Assortment must include Grocery, white and brown Domestic Appliances, Clothing and Footwear. Supermarkets with selling area between 400m² and 2500m² and superstores (greater than 2500m² but limited assortment) Excludes discounters… Lidl, Eurospar, Dico, Penny Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Ireland no hypermarkets Typical multiple (no hypermarkets in this country) Aldi, Lidl no soft discounters Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Netherlands no hypermarkets All retailers excluding hard discounters Aldi, Lidl no soft discounters Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Norway Selling area > 2500m³ Selling area from 450m² to 2550m² Aldi, Lidl Netto, Fakta, Willys, Rema 1000, Coma, Alta, Kiwi, Coop Prix Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Spain Selling area > 2500m4 Selling area : 400m² to 2500m² (excluding hard discounters) Aldi, Lidl, Plus, Familia (Eroski group) Dia, Maxi Dia, Dia Market Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
Sweden Selling area > 2500m³ Citygross, Coop Forum, ICA Maxi Selling area from 450m² to 2550m² (e.g Coop Konsum, ICA Kvantum, ICA Supermarket Netto, Lidl Willys Specialists such as pharmacies, butchers, bakeries, fishmongers, etc.
USA Grocers Drug Stores Mass Supercentres Club Stores
USA This government-defined term encompasses any retail store selling food items including not only supermarkets but also convenience stores, supermarkets and speciality stores such as delis but excluding wholesale club. Those stores that carry Health & Beauty items in addition to prescription medicines, along with larger units that sell consumer packaged goods, limited lines of food, paper, and seasonal items. Defined as discount stores, general merchandise stores, and variety stores or “dollar” stores. A retail unit with a full line supermarket and a full line discount merchandiser under one roof; the store may have separate or combined checkouts. These membership club stores are characterized by high volume on a restricted line of popular merchandise into a no-frills environment. The average club stocks 4,000 SKU’s, 40% which are grocery items.
Eastern Europe Hypermarkets Supermarkets Discounters Cash & Carry Small Grocery Food Retailers Small Grocery Self Service Street Vendors + Open Markets Others
Bulgaria Self-service outlet with more than 3 cash desk, which offers full range of groceries and general merchandise: Carrefour, HIT, Kaufland Self-service outlet with more than 3 cash desks including big format outlets (Billa, CBA, Evropa, Fantastico, Piccadilly, -market), independent supermarkets, smaller local chains Penny, Lidl Metro Smaller food/grocery self-service outlets with 1 or 2 cash desks, self-serving - including FantasticoMinimarkets, CBA Minimarket, Carrefour Market, Coop, Magazin 345, Piccadilly Daily, Promarket and others Traditional shops, served by a cashier, 1 or 2 cash desks, food and non-food goods; (include Metro supported chain Moyat magazin). Open spaces for trade, especially for food products All other outlet format like kiosks, petrol stations, door-to-door sales, market halls, general stores, specialized shops, etc.
Croatia Offering a broad food and non-food assortment. Over 2500m², Interspar, Kaufland, Mercator hypers, Super Konzum, Plodine, KTC Large self-service retail market that sells food and household goods, 400 - 2500 m². Bakmaz, Billa, Biljemerkant, Boso, Diona, Idis, Kerum, KTC, Maxi Konzum, Mercator, Plodine, Spar, Studenac, Tommy Limited range of food, often selling directly from palletts, focused on price (Lidl) Getro, Metro Smaller food/grocery self-service outlets with 1-2 cash desks or selling over-the-counter (Bakmaz, Boso, Diona, Idis, Kerum, Konzum, KTC, Mercator, Metts, Pemo, Plus Market, Prehrana, Studenac, Tommy. All other ‘neighbourhood stores’ included) N/A N/A Drugstores: outlets specialized in home and personal care products / Specialized stores: pet shops, fruit shops, chocolate shops, butcher shops (Drogeries, Perfumeries, Pharmacies, Door-to- Door, Bakeries, Coffee Shops, Beverages discounts, Dairy Shops, Mail order, Kiosks, open Market, Street Vendors)
Czech Republic Large retail outlets, food and non food assortment, offering large car parks (e.g. Tesco HM, Kaufland, Albert HM, Globus Self-service retail outlets, mainly food assortment, 3 or more cash desks (e.g. Albert SM, Billa, Coop SM, Tesco SM) Limited range of mainly food assortment, often selling directly from the pallets, focused on price (e.g. Penny Market, Lidl) Selling only to licenced customers (retailers, small enterpreneurs , e.g. Makro) Small food self-service and over-the-counter shops, mixed assortment (e.g. Hruška, Žabka) N/A Kiosks, open markets Drugstores, gas stations, newsstands, etc.
Kazakhstan Ramstore,Vester, Green, City Center, Silk Way City, A-store Ramstore, Gros, SM-merket, Green, Interfood, Dastarkhan, Anvar N/A Magnum, Arzan, Metro Limited food and non-food assortment N/A Street vendors, open markets Drugstores, Specialized stores and Pharmacies
Hungary > 2,500 m², more than 10,000 articles, at least 30% non-food, more than 10 cash registers (Auchan, Interspar, Tesco) 400-2,000 m², food and non food, 3-10 cash registers (Spar, bigger Coop, CBA and Real) 400-1,000 m², food and near-food range, cosmetics and chemical products, 3-10 cash registers (Lidl, Penny Market, Aldi, CBA Cent) Metro Selling area less than 400 m², 1 or 2 cash registers, range of food and non-food articles, belonging to named key account (small Coop, small CBA, small Real, small Tesco, small Spar shops) or being independent. N/A Street Vendors, Open Markets Vendors Online shops, Drugstores, Mail order, direct marketing, D.I.Y etc.
Poland Auchan, Kaufland, Tesco, Intermarche, Carrefour, Real, E.Leclerc ABC, Aldik, Alma, Asort, Billa, Bomi, Carrefour Minut, Carrefour Express, Dino, Duzy Sklep Wielobranzowy, Eko, Elea, E.Leclerc, Euro Sklep, Grosik, Jedynka, Marcpol, Piotripawel, Rossmann, Sano, Savia, Seic 34, Spar, Stokrotka, Tesco Express, Tesco, Topaz, Zatoka, Zielony Market Aldi, Biedronka, Lidl, Netto, Plus Discount Eurocash, Makro, Selgros Food and non-food, less than 3 cash desks N/A Street Vendors, Open Markets Vendors Petrol stations, Pharmacies, Drugstores, Cosmetics shops, Kiosks, Wholesalers, etc
Romania Auchan Hypermarket & City, Carrefour Hypermarket, Cora, Kaufland, Real, Succes Hypermarket. Supermarkets include food and non food products: Angst, Billa, Carrefour Market, Mega Image, Profi Supermarket, Profi Mall, Unicarm etc. and independents supermarkets.
Modern Proximity Stores: Carrefour Express, Carrefour Contact, La Doi Pasi, Profi City, Shop & Go, Spar Express.
Lower price for food and non-food products: Lidl, Penny Market, Penny Market XXL / XXL Mega Discount, Supeco. Metro Cash & Carry, Metro Punct, Selgros Cash & Carry Boutiques (traditional shops, which you can enter and find food and non-food products), kiosks and agro & food stores (traditional over-the-countershops for food, where you can also buy products for personal and household care). Including also General Stores & Specialized Stores (Food & Beverages). N/A Street Vendors, Market Halls and Open Market Vendors (open spaces for trade, especially for food products). Other Shops: other shops – gas stations, drugstores, “Economat” stores, pet food stores, online commerce, etc
Russia O'Key, Auchan Sedmoy Kontinent, Perekrestok, Billa etc Magnit, Pyaterochka, Dixi Metro, Cash&Carry Limited food and non-food assortment N/A Street Vendors, Open Markets Drugstores, Petrol stations, etc.
Serbia Over 2500m², food and non-food assortment Mercator, Interex, Super Vero, Maxi, Roda, Dis Over 400m², minimum 3 cash desks, Maxi, Univerexport, Interex, IDEA, DIS, Tus, Roda Limited range of food, often selling directly from palletts, focused on price. Tempo Express Stores with specific payment regulation and/or specific membership cards Tempo, Metro, Roda Smaller food/grocery self-service outlets with 1-2 cash desks or selling over-the-counter. Up to 400m², MiniMaxi, Roda, Univerexport, Idea, Jabuka, DIS, Luki Komerc, Gomex, Aman Hard Diskont, Dobardan N/A Street Vendors, Open Markets Specialist stores Drogeries (DM, Lilly), Perfumeries, Pharmacies, Door-to-Door, Bakeries, Coffee Shops, Beverages discounts, Dairy Shops, Candy Shops, Kiosks, etc
Slovakia Large retail outlets, food and non food assortment, offering large car parks (e.g. Tesco HM, Carrefour, Kaufland) Self-service retail outlets, mainly food assortment, 3 or more cash desks (e.g. Billa, Tempo, Coop SM, Tesco SM) Limited range of mainly food assortment, often selling directly from the pallets, focused on price (e.g. Lidl) Selling only to licenced customers (retailers, small entrepreneur, e.g. Metro) Small food self-service and over-the-counter shops, mixed assortment (e.g. Sama, Fresh) N/A Kiosks, open markets Drugstores, gas stations, newsstands, etc.
Turkey National Chains are provided as Hypermarkets. Main National Chains are Tesco Kipa, Migros, Carrefour Local Chains are provided as Supermarkets. Main Supermarkets are Cagrı, Happy Center, Pehlivanoglu Sum of National and Local Discounters. Main discounters are BIM, A101, Sok & Dia Cash & Carry markets such as Metro, Bizim Groceries are located under Small Grocery Shops Groceries are located under Small Grocery Shops Dry Fruits & Vendors and Open Bazaar Baby Stores, Internet Shops, Door to Door
Ukraine Stores above 2000 sqm, with more than 10.000 SKU of which more than 30% are non-food. With 10+ cash registers. Auchan, Karavan, Tem-Tam, Velmart, ProStor, Epicenter, etc. Area between 400-2000 sqm, some thousand SKU (food and near-food). With 3+cash registers. Silpo, Furshet, Tavria, Varus, Brusnitsa, Billa, Velyka, Kyshenya, etc. Area between 400-1500 sqm, limited assortment of up to thousand SKU, food and near-food. With less than 5 cash registers. ATB, Fora, Barvinok, etc. Only 'endconsumer' part of business (CBUs). Metro C&C Selling mainly food, less than 3 cash registers, counter or selfservice N/A N/A Direct sales, specialized stores, drugstores, etc.