Asda has reported the worst quarterly drop in sales a massive 7.5% in the last 3 months.

Let’s just sit back for a moment or two and think about this. All the major “multiple” retailers are in decline apart from Waitrose. That is a seismic shift in consumer behaviour, multiple retailers are being attacked by discounters, convenience and online in one of the biggest shift in consumer behaviour since supermarkets first appeared and impacted local high street stores.

Change in market share

Change in market share

So if you are an FMCG brand trying to find growth the worse place to be is within multiple retailers. Your choice is the unpredictability of discounters (smaller range)  or stick with volume in multiples and expect exceeding price and margin pressure.