The realistic expectation is for a continued current value decline for discounters in Brazil in 2025, as the consumer perception is that stores are poorly maintained, and weak outlets have been closing. In addition, competition from neighbourhood supermarkets, and high-street convenience retailers (particularly from OXXO’s aggressive store openings, and those in condominiums in residential buildings) may further influence the buying habits of consumers, who are likely to choose comfort, security and convenience.
The future of Dia Brasil is in MAM Asset Management’s hands. It remains to be seen what it will do with this chain of stores – whether it will manage it to make it more profitable and keep it, or whether it will just prepare it for future sale.
Precisely because the two main competitors in discounters – Dia % and Todo Dia – are in uncomfortable situations regarding their survival in the future, it is not expected that there will be a strong performance in the forecast period 2025-2029. In 2024, with the significant reduction in the number of Dia Brasil stores and the gradual reduction of the Todo Dia chain, an unattractive picture is being painted for this business model in the forecast period.
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Understand the latest market trends and future growth opportunities for the Discounters industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsThis report originates from Passport, our Discounters research and analysis database.
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