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Colombia: discounters as share of supermarket sector 2015-2023

From 2015 to 2018, the market share of hard discounters in the supermarket sector in Colombia doubled from 9.5 to almost 21 percent. According to the source, this growth is forecasted to continue in the following years. In 2020, hard-discount stores were estimated to account for 27 percent of the Colombian supermarket sector. By 2023, one third of all supermarkets in the country would be discounters.

What are hard discount retailers?

Hard discount supermarkets are those offering a limited assortment of products, at the lowest possible price. They maintain few SKUs (stock-keeping units) and focus on private label products, offering brand names to a lesser extent than normal supermarkets. Keeping a limited assortment of products enables hard discounters to provide a high volume of basic goods.

Hard discount retailers in Colombia

Colombia is among the countries in Latin America with the highest penetration of hard discount stores. It is estimated that by 2023, the country would have over 4,500 hard discount stores throughout its territory. Supermarket chains such as D1, operated by Koba Colombia S.A.S, and Justo & Bueno, operated by Mercaderia S.A.S., are among the leaders in this segment, with more than 2.3 thousand stores in all of Colombia.

Market share of hard-discount stores in the supermarket sector in Colombia from 2015 to 2023

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Release date

January 2020



Survey time period

2015 to 2018

Special properties

Supermarket sector includes hypermarkets, supermarkets, convinience stores and cash & carry

Supplementary notes

* Forecast.

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