The flour category is increasing its presence in all distribution formats, but the strategies that discount stores are adopting in the sector are extremely interesting.
The article, created thanks to the collaboration of NIQ, will highlight the aspects that have led the convenience format to increase its penetration, making the flour category much more prominent.
As can be seen from the unequivocal data, there are marked differences in category management between supermarkets and discount stores.
The distribution of turnover by format, indicatively, is not so far from the total data of Italy Omnichannel, therefore both the Free Services, the supermarkets, the hypermarkets and discount stores, have a market share in flours in line with the total assortment.
What is different, however, are last year's performances and the consequences of these.
Going into more detail, we can analyse the relationship between flours and sales formats by making use of the valuable research of NIQ updated in October last year, so very recent.
In terms of sales in value, the most significant segment is produced by supermarkets which, if all the sales clusters are added together, represent 41% of the total turnover, equal to 152,2 million euros (from 400 to 2499m1000), even if the performance of the upper cluster (2499-XNUMX) is more comforting. Superstores are in line with the total assortment average, although they show a growth in value higher than that of supermarkets.
The suffering of the Free Services is similar to that of small-scale supermarkets, a phenomenon that we are seeing everywhere, while the discount stores are running.
Let's go into detail:
