Value sales of discounters (at constant 2024 prices) are expected to continue growing over the forecast period, mainly driven by further store expansion. However, this growth will be more moderate compared to the review period as the channel gradually reaches maturity in the local market.
Viva’s success in the United Arab Emirates is likely to attract new players aiming to benefit from the emerging discounters. However, competing with Viva will likely require new entrants and existing grocery retailers to develop a robust supply and value chain, enabling them to offer more attractive prices and better quality products at lower costs.
In the past, many consumers in the United Arab Emirates generally favoured notable brand names and were generally less likely to choose private label. However, there was a notable shift in attitudes towards the end of the review period.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsThis report originates from Passport, our Discounters research and analysis database.
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