Krasnodar, 31 May – Yug Times. More than 50 new discounters opened in the Krasnodar region in 2023, which increased their share in the total volume of retail sales to 12%. This was reported by Yaroslav Kabakov, Strategy Director at Finam Investment Company.
Ivan Fediakov, founder and head of the INFOLine group, notes: last year the share of deep discounters grew by almost a third and currently occupies 5% of the entire Russian market, while soft discounters account for 23% in the structure of the food retail turnover. Deep discounters are usually characterised by a narrower assortment and simplified shop design (for example, displaying goods on pallets or in boxes rather than on shelves).
"The level of wellbeing of Russian people is steadily declining, which is the reason for the rapid development of deep discounters," says Ivan Fediakov. "In the FMCG segment, this format went beyond local and became part of the strategy of large federal companies. Realising serious prospects of this sales channel, FMCG market leaders began to actively join the game. Moreover, these projects are becoming key to the development of retail giants." The development of discounters in the region is also evidenced by the growth of vacancies in this segment. If in 2023, according to hh.ru, more than 2,000 vacancies were posted in the region, by mid-May this year their number exceeded 1,100. According to Anastasia Sidorina, ROMIR's Client Relations Director, the share of deep discounters from the FMCG market in Russia has reached 6.3%. In the Southern Federal District the figures are slightly higher - 7.2%.
"It is important that the dynamics is quite active due to the developing deep discounters. These are small players who are primarily growing organically,’ emphasised Ms. Sidorina.
Igor Karavaev, ACORT Board Chairman, emphasised that the active development of deep discounters is a general trend, which is typical not only for the Krasnodar region, but for the entire country.
"At present, discounters are the fastest growing retail format. The sales growth rate in deep discounters is 2.5 times higher than the overall sales growth rate in the food trade," says Mr. Karavaev. "The active development of deep discounters corresponds to the saving consumption model of Russian buyers: low-price shops are the most popular retail format among the population." The decline in real incomes of the population stimulates the demand for affordable goods, emphasises Yaroslav Kabakov. According to the expert, in 2023 the share of discounters in retail trade went up by 15% due to the economic instability.
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