Market Share In The Grocery Industry

1404 Words3 Pages

ustralian groceries market was very fragmented during the 19th century and was typically solely operated, region specific and served a very small community. Improvements came about in the 20th century with the development of supermarkets which provided one stop shop for its customers (Deloitte, 2012). The supermarket and grocery sector is a major contributor to the retail turnover of Australia, (Alexander) with revenues in excess of A $ 80 Billion in 2013-2014 contributing to a little over 7% of the economy while the grocery industry alone contributes approximate 20% of that of the supermarket and the grocery sector. The industry also employs well over 280,000 people (Tonkin, 2014).

Market definition
While the supermarket industry is massive, including a range of products from groceries to electrical goods, kitchenware, household supplies and other products, (Tonkin, 2014) we will confine our analysis to only the retailers in the grocery industry. There are two main players in this industry which forms a near duopoly of the market with a total combined market share of over 70%. (Tonkin, 2014) These players are Woolworths and Coles. While fringe players like ALDI, IGA, and Costco, to name a few have the remaining market share. A more vivid illustration of the market share is shown in Figure 1.

Figure 1: Grocery store market share (Tonkin, 2014)
In 2008, the Competition and Consumer Act was commissioned to ensure that there is fair and effective competition in Australia which applies to all businesses regardless of their size (ACCC inquiry into the competitiveness of retail proces for standard groceries, 2008) Change location
The industry is comprised of two separate distribution channel which are the vertically integrated chai...

... middle of paper ...

...market is quite high as consumers have very low switching cost. Since, the products sold at different stores lack differentiation, are located very close to each other and factors like Out-of-step pricing, poor quality of offer or service and empty shelf space each influence (Australian Government, Department of Agriculture) consumer’s decision and thus making it rather easy for consumers to switch stores. For this reason, the price elasticity of demand becomes very elastic.
Buyer power significantly affects the profitability of a firm as the price elasticity of demand of these products are very elastic and therefore, a slight increase in a product’s price might cause customers to switch to other stores as they have very low switching cost which could decrease the quantity sold and in turn reduce the firm’s revenue.
Buyer power is very high in the grocery industry.

Open Document