New study reveals fastest-growing grocery product categories across seven European markets

New research from ESM in association with IRI, has revealed the product categories that have shown the most growth in France, Germany, Greece, Italy, the Netherlands, Spain and the UK.

ESM: European Supermarket Magazine, in association with IRI, a leading provider of big data, predictive analytics and forward-looking insights, has published its annual Europe’s Fastest-Growing Categories report, which highlights the product categories that have demonstrated the strongest year-on-year growth in seven European markets, France, Germany, Greece, Italy, the Netherlands, Spain and the UK.

In four of the markets included in the study, the Chilled & Fresh category has shown the strongest growth: in France, it rose by 2.1%; in Italy, it saw a 2.9% rise; in the Netherlands, it rose by 5.6%; and in Spain, the category rose by 6.3%.

In Germany and the UK, the Drinks category saw the strongest growth, by 3.9% and 6.8% respectively. Meanwhile, in Greece, the Pet category posted the strongest growth, of 10.3%.

“Regardless of geography, there are some trends that remain true across all the markets included in this study: that consumers are looking to eat healthily, that they are looking for increased convenience, and that while they are still largely governed by price, they are willing to spend a little bit more if the added-value proposition appeals to them,” commented Stephen Wynne-Jones, editor, ESM: European Supermarket Magazine. 

Looking at Europe as a whole, the Ambient and Chilled & Fresh macro-categories rank highest in all markets included in the study. 

Most of the top five macro-categories in each market are in growth, with exceptions seen in Italy (Drinks and Household), Spain (Alcohol and Drinks) and the Netherlands (Personal Care).

The data also indicates the level to which private label is gaining traction in different European markets, and in what categories it is having a pronounced effect. 

In France – one of the biggest markets included in the study – private label has remained subdued (and even decreased) in recent years, however, new legislation governing the depth of promotions could shift consumers back to own-brand – premium and organic ranges could be the first to benefit.  Similarly, in the Netherlands, mid-tier and premium private label appear to be gaining, while in Greece, a shift in the retail landscape is impacting private-label penetration.