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Research: Discounter performance in Italy

Italian discount channel performance 2023 on private label and total sales.


Share of private label in total sales per format, %:

hyper+super+self-service 21.1

discount                                         60.1

on line                                 16.1

others 2.7

Total 100


Private Label sales by channel (%, source: elaborations on Circana data)

Hypermarkets 6.1

Superstore 8.9

Supermarkets 30.3

self-service small 7.9

discounter 43.8

on line 1.3

others 1.7

Total 100

 

Italian market shares trend by channel:


Sales by channel (%, source: Nielsen IQ)

                                                          2005      2020      2023

Traditional 8.2 3.4 2.9

Discount 8.8 19 21.5

Self-service 18 9.9 9.5

Supermarkets 47.9 52.3 51

Hypermarkets 15.8 10.3 9.8

Others 1,3 5,1 5,3

Total 100 100 100


Italian FMCG is worth 92 billion euros, this means that almost 20 billion euros of sales passes through the discounter, in other words more than one in five products is sold by the discounter.




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