Store

Universe Estimation

Census 2008
2 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Contents
Background
Greek Retail Trade Layout
Geographical Areas Covered
Measures Delivered
Census Data 2008

3 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
IRI executes on a yearly basis a rolling sampling
census of the FMCG retail outlets covering the
mainland of Greece (including Evia) and the island
of Crete.
For Super/Hyper Market trade sector, IRI keeps
and updates detailed address list of stores.
Background
4 Copyright Information Resources, Inc., 2008. Confidential and Proprietary


Greek Retail Trade Layout
Tobacco Stores Food Stores
Convenience
Stores
Drug Stores
Convenience
Stores
Psilika (small
corner stores)

Kiosks
Pharmacies

Cosmetic Stores


All Formats
Super/Hyper
Markets

Discount Stores

Traditional Food
Stores
5 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Stores with a range of FMC Goods that consist mainly of groceries
(food, household care, personal care, drinks, dairy, bakery,
confectionery products, etc.)

Food Stores
Super/Hyper Markets Discount Stores Traditional Food Stores
Self-service stores
carrying mainly groceries
in limited range with the
emphasis on own label
products and low prices.






Traditional independent stores
with a central check out area (1
cash register) carrying
groceries in a limited range.







Greek Retail Trade Layout Definition Food Stores
Self-service department
retail stores with a central
check-out area (at least 2
cash registers) offering a
large variety of groceries as
well as consumer durables
and consumer goods mostly
for a short to middle for a
short to middle term use.
Hypermarkets are stores
with large selling spaces
(over 2500 sqm) and even
broader range of products.
6 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Neighborhood stores, open at least 10 hours a day. Their core
business is coming from dairy/bakery products, alcoholic and non
alcoholic drinks and confectionery products (chocolates, chewing
gums, etc).
Convenience Stores
Convenience Stores
7 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Small neighborhood stores, open at least 10 hours a day. Their core
business is coming from tobacco products, press, magazines and
confectionery products (chocolates, chewing gums, etc).
Tobacco stores
Psilika Kiosks

Tobacco Stores
8 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
/

Drug Stores

Drug Stores
Pharmacies Cosmetic Stores


Stores mainly selling prescribed
medicines and OTC medicines/
products
Stores mainly selling personal
care products, cosmetics and
perfumeries
9 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Greek Geographical Areas Covered






-






























Attica
(county)
Total Greece
Salonica
(county)
North Centre Peloponnese Crete
Macedonia

Thrace


Central
Greece

Thessaly

Epirus

















10 Copyright Information Resources, Inc., 2008. Confidential and Proprietary


Measures Delivered
Measures Delivered
Number of Stores
Estimated Sales Turnover
Numerical Contribution: the participation of every
shop type across the specified areas, expressed as
a percentage of the total number of stores
operating in the areas described.
Weighted Contribution: the importance of every
shop type across the specified areas, expressed as
a percentage of the total sales turnover.

11 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Census Data 2008
12 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Retail Trade Layout
Number of Stores by Store Format
Number of Stores
Food Stores 17,038
Convenience Stores 12,807
Tobacco Stores 17,739
Drug Stores 10,668
TTL Stores 58,252
13 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Retail Trade Layout
Number of Stores by Geographical Area
Number of stores
Attica 19,853
Salonica 6,140
North 10,454
Centre 11,554
Peloponnese 6,079
Crete 4,172
TTL Stores 58,252
14 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Food Stores
Estimated Turnover by Store Format
Estimated Turnover
(mio Euros)
Super/Hyper Markets 8,653
Discount Stores 1,383
Traditional Food Stores 686
TTL Food Stores 10,722
15 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Food Stores
Contribution by Store Format
14.88%
80.70%
3.18%
12.90%
6.40%
81.95%
Numeric Weighted
Traditional
Food Stores
Discount Stores
Super / Hyper
Markets
Contribution
Number of Stores
Super / Hyper Markets 2,535
Discount Stores 541
Traditional Food Stores 13,962
TTL Food Stores 17,038
16 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Food Stores
Contribution by Geographical Area
20.68%
46.73%
8.13%
10.54%
23.52%
13.73%
26.18%
15.64%
12.23%
8.49%
9.27%
4.86%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
Contribution
Number of Stores
Attica 3,523
Salonica 1,385
North 4,007
Centre 4,460
Peloponnese 2,084
Crete 1,579
TTL Greece 17,038
17 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Super/Hyper Markets
Contribution by Store Format (Size)
43.00%
17.56%
33.81%
31.97%
21.30%
34.11%
1.89%
16.35%
Numeric Weighted
Hyper SM(>2500
sqm)
Large SM(1000-
2499 sqm)
Medium SM(400-
999 sqm)
Small SM(<400
sqm)
Number of Stores
Contribution
Hyper SM (>2500 sqm) 48
Large SM (1000 - 2499 sqm) 540
Medium SM (400 - 999 sqm) 857
Small SM (<400 sqm) 1,090
TTL Super/Hyper
Markets 2,535
18 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Super / Hyper Markets Contribution by Geographical
Area
32.61%
51.48%
11.09%
10.46%
17.27%
10.81%
19.53%
14.16%
12.64%
7.65%
6.85%
5.44%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
Number of Stores
Contribution
Attica 822
Salonica 281
North 435
Centre 502
Peloponnese 318
Crete 177
TTL Greece 2,535
19 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Discount Stores
Contribution by Geographical Area
30.87%
36.73%
11.28%
10.60%
20.70%
21.23%
19.96%
18.54%
11.65%
11.07%
5.55% 1.82%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
Number of Stores
Contribution
Attica 167
Salonica 61
North 112
Centre 108
Peloponnese 63
Crete 30
TTL Greece 541
20 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Traditional Food Stores
Contribution by Geographical Area
18.16% 19.02%
7.47%
10.07%
24.78%
22.30%
27.57%
27.39%
12.20% 9.73%
9.83%
11.49%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
Number of Stores
Contribution
Attica 2,534
Salonica 1,043
North 3,460
Centre 3,850
Peloponnese 1,703
Crete 1,372
TTL Greece 13,962
21 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Convenience Stores
Contribution by Geographical Area
31.92%
41.81%
12.94%
12.32%
18.61%
12.82%
20.07%
15.63%
10.49%
11.14%
5.97% 6.28%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
Number of Stores
Contribution
Attica 4,091
Salonica 1,659
North 2,386
Centre 2,573
Peloponnese 1,344
Crete 754
TTL Greece 12,807
22 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Psilika
Contribution by Geographical Area
51.65%
47.77%
10.23%
8.54%
10.28%
14.52%
12.36%
13.95%
8.65% 7.43%
6.83%
7.79%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
3,275
1,147
1,178
1,471
797
689
8,557
Number of Stores
Contribution
Attica 4,591
Salonica 909
North 914
Centre 1,112
Peloponnese 769
Crete 607
TTL Greece 8,902
23 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Kiosks
Contribution by Geographical Area
36.15%
41.78%
9.41%
8.26%
17.16%
14.90%
20.83% 15.93%
9.84%
11.94%
6.60% 7.19%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
Contribution
Number of Stores
Attica 3,195
Salonica 832
North 1,516
Centre 1,841
Peloponnese 870
Crete 583
TTL Greece 8,837
24 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Pharmacies
Contribution by Geographical Area
41.44% 42.23%
12.45%
12.94%
16.31% 13.88%
15.26%
15.68%
8.88% 10.17%
5.66% 5.10%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
Number of Stores
Contribution Attica 4,028
Salonica 1,195
North 1,443
Centre 1,455
Peloponnese 858
Crete 501
TTL Greece 9,480
25 Copyright Information Resources, Inc., 2008. Confidential and Proprietary
Cosmetic Stores
Contribution by Gerographical Area
35.77%
54.69%
13.47%
10.10%
15.82%
6.51%
9.51%
9.99%
12.96%
9.70%
12.46%
9.02%
Numeric Weighted
Crete
Peloponnese
Centre
North
Salonica
Attica
Number of Stores
Contribution
Attica 425
Salonica 160
North 188
Centre 113
Peloponnese 154
Crete 148
TTL Greece 1,188