Top of Mind retailers for Greek shoppers

Tuesday, June 29, 2021

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If there is a perfectly measurable indicator for the supermarkets chains’ ranking and in the consciousness of the Greek consumer, this is the one called ‘top of mind awareness’. This is about research data concerning the large supermarket chains, that have collected by a significant sample of consumers in our country. The first place in this ranking, with a significant difference from the second AB Vassilopoulos and the third Masoutis, is held by Sklavenitis. In terms of the level of ‘top of mind awareness’, the chain constantly increasing its percentage both during 2020 and during first months of 2021. In fact, it is characteristic that during the first four months of 2021, Sklavenitis recorded 8% increase, according to FOODReporter’ data. These evidences, essentially demonstrate, in what extend a supermarket chain consists the first choice when consumers’ are thinking about their purchases.

Significant Losses for smaller chains – Lidl and My Market’s rise

In addition, it seems that the smaller chains, categorized as "other brands", have lost 50% of their dynamic. On the contrary, chains such as Lidl Hellas and My Market have increased their percentage regarding consumer recognition in 2020 compared to 2019, while at the same time AB Vassilopoulos and Masoutis face a slight reduction of the same percentage. Galaxias seems to be stable with a slight increase of 0.1%, Market In have not changed in 2020 compared to 2019, and so did Kritikos, which also presents exactly the same percentage of recognition during the two reference years.

Based on the specific data, counted by the company Braincandy and concern 2019 and 2020, the relevant list of ‘top of mind awareness’ chains includes 8 chains and specifically the following:

 

George Lampiris

Source: FOODReporter #0523/15-6-21