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ESPAÑA – Lidl y Aldi roban 900.000 compradores a Carrefour, DIA y Eroski

Fuente: Vozpopuli

Supermercado ALDI. Tere García
ALBERTO SANZ

PUBLICADO 13.06.2019 – 05:15ACTUALIZADO12.6.2019 – 22:17

Los conquistadores alemanes continúan con su avance en España. Aldi ha logrado que 515.000 nuevos compradores entren en sus tiendas en 2018, mientras que las nuevas incorporaciones de Lidl se elevan hasta los 358.000. Estos 873.000 principiantes en sus tiendas que ha llegado, principalmente, por la caída de cuota de mercado de los gigantes Carrefour, DIA y Eroski.

MÁS INFO
Lidl mantiene su envite a Mercadona y aumenta un 11,5% sus ventas en EspañaLidl mantiene su envite a Mercadona y aumenta un 11,5% sus ventas en España

Según los datos de la consultora especializada Kantar WorldPanel, Aldi fue la cadena de supermercados que más aumentó el número de compradores durante 2018. Sus 515.000 nuevos hogares suponen una tasa de penetración del 27,8%. Aunque todavía no entre entre los seis principales grupos, la cadena alemana supera ya el 2% de cuota de mercado en España y amenaza el sexto puesto del Grupo Auchan (Alcampo) que tiene el 3,5%.

El impacto de Lidl es aún mayor. Esta cadena consigue ya que el 66,5% de los compradores españoles visiten sus tiendas y ocupa la quinta plaza con el 4,8% del mercado. En el último año ha sido la cadena que más clientes ha ganado entre el Top 6, con 358.000, y el único que logra seguir el ritmo de crecimiento en cuota a Mercadona.

Este avance de los conquistadores alemanes van de la mano con el retroceso vivido en 2018 por Carrefour, Eroski y DIA. Esta última cadena, que ha sufrido una dura crisis institucional, ha perdido 260.000 clientesfrente a 2017, ha retrocedido un 0,7% su cuota y ha bajado en un 1,7 puntos, hasta el 64,9%, el número de compradores que visitan sus tiendas. Un escenario, aunque en menor medida, que han replicado la compañía francesa y la cooperativa vasca.

Cuotas de Gran Consumo en España en 2018 Kantar WorldPanel
¿Hasta dónde llegarán?

Lidl y Aldi son colonos con mucha ambición. Su conquista del Reino Unido es un claro ejemplo. Su dominio del mercado conjunto ha pasado del 10,4% en 2017 al 13,8% actual, según los datos de Kantar. Un avance que vigilan con alerta el ‘Big Four’ británico (Tesco, Sainsbury’s, Asda y Morrisons). Portugal también es testigo del hambre de estas cadenas, Lidl es la tercera cadena con más mercado con el 11,7% y Aldi ocupa el séptimo lugar con el 2,8%.

En España, Lidl llegó al mercado español en 1994 y desde entonces no ha dejado de crecer. En la actualidad posee una estructura de unas 580 tiendas, 10 plataformas logísticas y una plantilla formada por 14.000 personas. Aldi aterrizó el mercado español se produjo en el año 2002 y actualmente cuenta con más de 300 establecimientos.

Tienda de Lidl

Los expertos del mercado aplauden la progresión que han realizado ambas compañías en menos de 20 años en el mercado. “Aquí tanto Lidl como Aldi no son tan ‘hard discount’ (super descuento) como en otros países, han sabido adaptar su modelo”, explica Alfonso Sebastián, socio fundador de la Asociación Española del Retail (AER) y director general de Grupo OM Comunicación Visual. “Aunque considero muy complicado que logren ascender a los tres primeros puestos en nuestro mercado”, añade el experto.

Ambas compañías han logrado conquistar al consumidor español con su gama de productos bio y eco, una categoría que está logrando una importante evolución en el sector. El reto para Lidl y Aldi es lograr mantener la fidelidad de un consumidor tan infiel.

#Eroski, #ignaciogomezescobar, ALDI, ASESORIA EN RETAIL, Carrefour, Dia, Ignacio Gómez Escobar, LIDL, Retail

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