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.