Discounter value shares are back on a growth path driven by increased store numbers and higher than average price increases.

But how is this reflected in numbers of shoppers and what they are buying?

Discounters in Western Europe are increasing their shopper count again

Following a period of stability over the pandemic, Discounter penetration is growing again, especially in Italy and UK, driven by more stores. Shopper numbers have also recovered in France, Germany, NL and Spain.

Discounter shopping baskets show a small rise in the number of categories bought

Along with a rise or recovery in shopper numbers, there is a very small increase in the average number of categories bought at Discounters per month and it remains less than half the total. By country, the differences are also small with the exception of more growth in Italy and UK.

Discounter share increases are across all ‘super categories’ but especially foods & beverages

All the main FMCG ‘super categories’ show a return to share growth for Discounters. The main drivers are especially Italy and UK with recovery in the other countries – all spearheaded by Foods & Beverages.