The optimistic scenario for Greek super markets in 2023

The market trend in Greek supermarkets is more positive than initially forecasted. According to information acquired by THETOTALBUSINESS, turnover in the first quarter of the year is up by 8.5% compared to last year, while sales volume is moving downwards by about 2.5%. However, the overall forecast for the current year says that the chains' turnover will increase by up to 5% compared to 2022, while volume will not decline by more than 2%.

Double-digit percentage for Sklavenitis

This is a picture that seems to find the executives of the major supermarket chains more satisfied than initially expected. Sklavenitis, the leading player, continues to dominate in terms of sales growth rate, as it is estimated by the market to be moving at a rate of more than 8.5% and even exceeding 10%.

At the same time, AB Vassilopoulos continues to suffer from loss of share, moving below the market average, looking until this moment for the rebound and the paths that will enable it to turn the coin.

My market loses shares - Metro Cash&Carry wins

My market on the other hand will continue to grow, reaching 1.58 billion euros in 2023 based on the forecast made by the Metro Group, including Metro Cash&Carry stores. Its turnover in 2022 was 1,5 billion euro. However, there is a fine dividing line that brings the Metro group's retail below the 8.5% average of the market as a whole, with the result that ultimately the My market stores belonging to the retail sector are losing share, while the group's wholesale is holding strong resistance by moving growth.

Masoutis upwards - Favoured by the stores acquired

Masoutis continues to move upwards. The Thessaloniki-oriented chain on a non-comparable basis and if you add all the stores that it included in 2022 through acquisitions in its network, including those of SYNKA in various islands such as Naxos, Paros, Milos, Tinos, Syros, Santorini, Corfu and Kalymnos, has increased turnover close to 15%. However, if the additional stores that have joined its network recently are removed, then its share is close to 5%-6%, which means that it is below the market level and 8.5% mentioned above. However, given the addition of the new stores that give the chain a different feel and freshness, it is currently gaining market share.

ANEDIK Kritikos

On the other hand, Kritikos chain continues to move strongly upwards with double-digit growth. In 2022, just two years after leaving the ELOMAS group, ANEDIK reached consolidated sales of 497.6 million euros with growth of 18.53% compared to 2021 when turnover was 419.8 million euros. For 2023 with the integration of the stores resulting from the acquisitions, turnover is estimated to exceed 620 million euros. In the business plan of ANEDIK's managers is the integration of the 52 company stores of the group's Cooperating Grocers, which it acquired in 2022, as well as the 12 stores of the Cretan chain Mathioudakis, which it also acquired last year. For this year, it is planned to add 10 more supermarkets to the Kritikos network as well as 10 smaller convenience stores.

The case of Lidl

As far as Lidl Hellas is concerned, it is a special case due to the non-publication of balance sheets and data related to its financial results. However, information suggests that it too is gaining share, growing in turnover.

Among the 'losers' we are informed that Galaxias supermarket chain is also among the 'losers', moving below the average of the overall market, and therefore also losing market share.