The latest sales trends and developments

Distrifood magazine provides a monthly overview of supermarket figures based on data from market research company GfK. This includes developments such as total supermarket sales, online sales, Sunday and evening sales and the share of private label.

So far this year, supermarket sales have grown moderately. There have even been periods where sales have been lower than last year. This is problematic in the light of food inflation. Periods 6 and 7 have been the weakest so far for Dutch supermarkets and the impact of the tobacco ban, which came into effect on 1 July, is clearly reflected in the figures. However, a slight recovery in sales can be seen in period 8. Online sales as a proportion of supermarket sales have started to rise again, peaking at 8.7% in January. For the current year, this share has fluctuated between 7.9% and 8.7 %. The online share has increased from 7.7 % a year ago to 8.0 % now. With a revenue share of 7.9 % up to period 7 and several times above 8 %, Sunday shopping is becoming increasingly important in the sector.

Conversely, the importance of promotions in supermarket sales has decreased compared to last year. Period 6 had the lowest share, while it increased slightly in periods 7 and 8. The share of private label continues to grow, exceeding 50 % in 2023. In addition, the importance of evening sales increases, reaching 8.3% in the current year to period 8 inclusive, and a peak of 8.7% last summer.

To get in touch with our Netherlands team