FMCG-trade concentration 2016
Trade concentration of TOP account lines differs significantly in European countries. In Romania top accounts achieve almost 100% of the total FMCG market. In Portugal and Slovenia top 10 accounts lines stand for about 95%. Lowest concentration is in Serbia; 60% of FMCG market is covered by top accounts. In Italy and Poland the situation is similar to Serbia, but a little bit higher. This evaluation is based on Gross Reach of all advertised price-promotion-activities of FMCG trade.
Please find hereafter the top ranked account per country based on advertised promotion activities:
Country / ranked first
- Austria – Billa
- Bosnia-Herzegovina – Konzum
- Belgium – Carrefour
- Bulgaria – Lidl
- Switzerland – Migros
- Czechia – Albert
- Spain – Carrefour
- Croatia – Konzum
- Hungary – Spar
- Italy – Esselunga
- Netherlands – Lidl
- Poland – Biedronka
- Portugal – Continente
- Romania – Lidl
- Serbia – Idea
- Sweden – ICA
- Slovenia – Mercator
- Slovakia – Lidl
* based on Gross Reach of promotion activities