powerpoint presentation · detsky mir took market share away from other channels notably, detsky...
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Launch of new DC in the Ural region will be considered in 2020
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Detsky Mir Clicks Lojas Renner LPP CCC Raia Drogasil B&M Liverpool XXL X5 Magnit Lenta Five Below Children's place Carters Jumbo Baby Bunting
High Performance Specialty Retailers Russian Food Retailers Children’s Goods Retailers
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1,0%0,6%
1,0% 0,6%
1,2% 0,9%
1,2% 0,9%
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14,6% 15,0% 14,5% 14,2% 15,3%
24,5% 22,1% 20,7% 20,3% 18,4%
16,8% 22,1% 26,5% 26,0% 28,9%
18,9% 17,8% 17,1% 17,8% 15,4%
25,2% 22,9% 21,0% 21,7% 22,0%
FY2016 FY2017 FY2018 H1 2018 H1 2019
Supermarkets Hypermarkets Detsky Mir Standalone children's stores Minimarkets
32,3% 34,4% 36,5% 36,6% 37,2%
18,1% 17,5% 16,3% 16,0% 15,8%
11,3% 13,4% 14,3% 14,3% 15,0%12,1% 11,0% 8,7% 9,1% 7,8%
26,2% 23,8% 24,2% 23,8% 24,2%
FY2016 FY2017 FY2018 H1 2018 H1 2019
Supermarkets Hypermarkets Detsky Mir Standalone children's stores Minimarkets
Case Study: Gaining Market Share in Baby Food and Diapers Sales
Source: AC Nielsen
Detsky Mir’s share of the diapers market increased by 1.7x over several years
Baby food and Diapers remain key
categories for children’s goods stores as
traffic generators
Only children’s goods specialized stores
offer a full range of Baby Food and Diapers
products unlike hypermarkets which are
focused on “bestseller” SKUs
Detsky Mir took market share away from
other channels
Notably, Detsky Mir has outperformed food
retailers which have been the largest sales
channel for baby food historically
Detsky Mir’s Baby Food market share
increased by 33% to 15.0% in H1 2019
(vs 2016)
Detsky Mir’s Diapers market share
increased by 1.7x to 28.9% in H1 2019
(vs 2016)
+2.1 p.p.
-2.5 p.p.
-1.1 p.p.
+2.1 p.p
+1.0 p.p.
+0.4 p.p.
-2.3 p.p.
+1.9 p.p.
Baby Food Sales by Channel in Russia Comments
Diapers Sales by Channel in Russia
+5.3 p.p.
-2.3 p.p.
-1.1 p.p.
-2.4 p.p.
+4.4 p.p.
-1.9 p.p.
-0.7 p.p.
-1.4 p.p.
-0.6 p.p. -1.2 p.p.
+0.4 p.p. -0.5 p.p.
+0.7 p.p.
-1.3 p.p.
+0.6 p.p.
-0.2 p.p.
+2.9 p.p.
-2.4 p.p.
-1.9 p.p.
+0.3 p.p.
+1.1 p.p.
+0.4 p.p.
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DetskyMir
X5 Magnit Lenta Okey M.VideoGroup
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(-110bps H1 '19 vs H1 '18)
(+30bps H1 '19 vs H1 '18)
H1 '18 H1 '19
6,108 2,864 3,289)
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