S Group’s market share increased last year as the sole trading group

Despite the ongoing economic challenges, the S Group managed to increase its market share in the grocery industry for the second consecutive year. This was due to their strategy of reducing food prices, which appealed to consumers with reduced purchasing power. According to Nielsen IQ, the S Group’s market share increased by 1.3 percentage points to 48.3 percent, and their grocery sales grew by 8.9 percent from the previous year.

In contrast, both the K Group and Lidl experienced a decline in market share compared to the average value development. The K Group lost 0.9 percentage points of market share, while Lidl dropped by 0.2 percentage points. Despite this, online grocery shopping continued to grow, accounting for 626 million euros in sales and growing by 6.7 percent albeit slower than the previous year.

According to a spokesperson from the S Group’s grocery store division, their success can be attributed to their affordable shopping basket strategy that involved reducing food prices starting from March. The K Group focused on throw-in offers and low-cost own products while Lidl emphasized affordability by launching a new loyalty program. Despite this, overall sales volume of grocery stores declined by 1

By Samantha Johnson

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