Current trends in the Polish retail chains
Behavioral analysis of over 280,000 people shopping at discount food stores in Poland showed that in the first half of this year Biedronka stores were visited by as many as 93.5% of them. In addition, a quarter of this network's customers did not obtain their supplies from competitors.
At the same time, the data showed that Netto and Aldi are gaining at the expense of Biedronka and Lidl, but maintaining customer loyalty becomes an increasing challenge.
The technology company Proxi.cloud and the analytical and research platform UCE Research compared the behavior of over 280,000. discount customers from the first half of this year and from the same period last year. The respondents visited a total of over 5,000 institutions of this type all over the country. Detailed analysis showed that the market positions of individual chains have not changed, although the balance of forces in the discount food market has changed over the last year.
- Our analysis shows that Biedronka is still the undisputed leader. In the first half of this year stores of this chain were visited by as much as 93.5% of customers of all discount stores. This is 2.5 percentage points higher than the result recorded a year earlier. For comparison, it should be noted that in Lidl, market penetration recently amounted to 64.4%, i.e. by 4.8 percentage points more than before. However, in the Netto in the first half of this year above the ratio was 41% and it increased by 12.1 percentage points what means the greatest growth within the researched chains. Of course, in the case of Biedronka, such a large jump was not possible anymore. On the other hand, Aldi was visited by 18.2% of all discounters' customers from January to June this year, i.e. by 3.9 percentage points more than in the first half of 2021. - informs Proxi.cloud.
It was also observed that Biedronka generates as much as 63.6% of all discount baskets. Year on year, it recorded an almost invisible drop, by 0.1 percentage point. On the other hand, Lidl has recently recorded 20.6% and that is 2.8 percentage points lower score than before. In the opinion of the authors of the study, this network was the worst in the fight for the customer on an annual basis. The shares of the other two chains in total traffic in food discount stores increased - by 2.5 percentage points in net and 0.4 percentage points. in Aldi.
- It is also worth emphasizing that
Biedronka has by far the strongest customer base.
24% of them, i.e. nearly a quarter, do not shop at any other grocery store. For comparison, in the case of Lidl, the share of such loyal consumers is only 5%, in Netto - 4%, and in Aldi - 1.9%. In each of the networks a slight decrease in customer loyalty on an annual basis was observed. Thus, it can be seen that Poles began to go shopping more often, while reducing their attachment to the signboard.
Source: Business Insider Polska