2009: Discounters ahead of supermarkets for the first time, hypermarkets still in the lead

The crisis brought changes in the ranking of the modern trade built by foreign retailers: discounters last year reached turnover worth almost 900m euros as they gained clients, while international supermarket chains registered flat turnover of around 700m euros, according to ZF estimates. The first year with significant consumption declines generated a reshuffle of market segments dominated by foreign retailers, with discounters as winners. While discounters last year reported rising sales even in the absence of expansion moves, supermarkets strived to retain their clients by slashing the average shelf price. A 2009 survey conducted by GfK market research firm, Shopping Monitor, shows discounters gained customers, while supermarkets saw their number of loyal clients go down. Hypermarkets last year fought a promotional offer battle and expanded further, which brought them sales ZF puts at over 3.5bn euros, matching the cumulated sales of cash&carry and discounters.