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