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A wholesale shift in European groceries

1銆丅Retail sales of food and drink in Europe鈥檚 largest markets are at a standstill, leaving European grocery retailers hungry for opportunities to grow. Most leading retailers have already tried e-commerce, with limited success, and expansion abroad, often with more. But almost all have ignored the big, profitable opportunity in their own backyard: the wholesale food and drink trade, which appears to be just the kind of market retailers need銆�

2銆丗Wholesale food and drink sales in France, Germany, Italy, Spain, and the United Kingdom (together representing about three-quarters of the European market) came to ?66 billion ($167.9 billion) in 2000鈥攎ore than 40 percent of retail sales. Moreover, average overall margins are higher in wholesale than in retail; wholesale demand from the food service sector is growing quickly as more Europeans eat out more often; and changes in the competitive dynamics of this fragmented industry are at last making it feasible for wholesalers to consolidate. 3銆丏 All in all, this clearly seems to be a market in which big retailers could profitably apply their gigantic scale, existing infrastructure, and proven skills in the management of product ranges, logistics, and marketing intelligence銆�

Retailers that master the intricacies of wholesaling in Europe stand to reap substantial gains thereby

At least, that is how it looks in the aggregate. Closer inspection reveals important differences among the biggest national markets, especially in their customer segments and wholesale structures, as well as the competitive dynamics of individual food and drink categories. Big retailers must understand these differences before they can identify the segments of European wholesaling in which their particular abilities might unseat smaller but entrenched competitors. New skills and unfamiliar business models are needed too. 4銆丟 But none of these requirements should deter large retailers (and even some large food producers and existing wholesalers) from trying their hand, for those that master the intricacies of wholesaling in Europe stand to reap considerable gains銆�

A map of wholesaling

5銆丒 Despite variations in detail, wholesale markets in the countries we have examined closely鈥擣rance, Germany, Italy, and Spain鈥攁re made out of the same building blocks. Demand comes mainly from two sources: independent mom-and-pop grocery stores, which unlike large retail chains are too small to buy direct from producers, and food service operators that cater to consumers when they don鈥檛 eat at home. Such food service operators range from snack machines to large institutional catering ventures, but most of these businesses are known in the trade as "horeca": hotels, restaurants, and caf茅s (or, in some countries, catering)銆�

On the supply side, there are two types of wholesalers. Cash-and-carry ones operate stores, similar to warehouses, where they sell food and drink, mostly to traditional retailers and smaller horeca. Customers select and take away their purchases themselves. Delivery wholesalers, by contrast, deliver goods from their warehouses direct to their customers, mostly midsize or large food service operators. Both types of wholesalers abound in each food category, but delivery wholesalers are particularly numerous; generally small, local family businesses, they supply 50 to 60 percent of the market in all countries. Cash-and-carry outlets serve 10 to 20 percent of it, and other intermediaries, such as retail hypermarkets and a few food manufacturers, supply the rest銆�

Overall, Europe鈥檚 wholesale market for food and drink is growing at the same sluggish pace as the retail market, but the aggregate figures mask two opposing trends. 6銆丄The first and more important is the consumer鈥檚 growing preference for eating out: consumption of food and drink in places other than homes has risen from about 32 percent of total consumption in 1995 to 35 percent in 2000 and is expected to approach 38 percent by 2005 (Exhibit 1). This development is boosting wholesale demand from the food service segment by 4 to 5 percent a year across Europe, compared with growth in retail demand of 1 to 2 percent. Moreover, demographic change鈥攑articularly the increase in the proportion of older, wealthier people in the population鈥攚ill probably sustain this pattern銆�

Part B

Directions:

For Questions 41-45, choose the most suitable paragraphs from the first A-G and fill them into the numbered boxes to from a coherent text. Paragraph E has been correctly placed. There is one paragraph which dose not fit in with the text. Mark your answers on ANSWER SHEET1. (10 points)

[A]The first and more important is the consumer鈥檚 growing preference for eating out; the consumption of food and drink in places other than homes has risen from about 32 percent of total consumption in 1995 to 35 percent in 2000 and is expected to approach 38 percent by 2005. This development is boosting wholesale demand from the food service segment by 4 to 5 percent a year across Europe, compared with growth in retail demand of 1 to 2 percent. Meanwhile, as the recession is looming large, people are getting anxious. They tend to keep a tighter hold on their purse and consider eating at home a realistic alternative銆�
[B]Retail sales of food and drink in Europe鈥檚 largest markets are at a standstill, leaving European grocery retailers hungry for opportunities to grow. Most leading retailers have already tried e-commerce, with limited success, and expansion abroad. But almost all have ignored the big, profitable opportunity in their own backyard: the wholesale food and drink trade, which appears to be just the kind of market retailers need銆�

[C]Will such variations bring about a change in the overall structure of the food and drink market? Definitely not. The functioning of the market is based on flexible trends dominated by potential buyers. In other words, it is up to the buyer, rather than the seller, to decide what to buy .At any rate, this change will ultimately be acclaimed by an ever-growing number of both domestic and international consumers, regardless of how long the current consumer pattern will take hold銆�

[D]All in all, this clearly seems to be a market in which big retailers could profitably apply their scale, existing infrastructure and proven skills in the management of product ranges, logistics, and marketing intelligence. Retailers that master the intricacies of wholesaling in Europe may well expect to rake in substantial profits thereby. At least, that is how it looks as a whole. Closer inspection reveals important differences among the biggest national markets, especially in their customer segments and wholesale structures, as well as the competitive dynamics of individual food and drink categories. Big retailers must understand these differences before they can identify the segments of European wholesaling in which their particular abilities might unseat smaller but entrenched competitors. New skills and unfamiliar business models are needed too銆�

[E]Despite variations in detail, wholesale markets in the countries that have been closely examined鈥擣rance, Germany, Italy, and Spain鈥攁re made out of the same building blocks. Demand comes mainly from two sources: independent mom-and-pop grocery stores which, unlike large retail chains, are two small to buy straight from producers, and food service operators that cater to consumers when they don鈥檛 eat at home. Such food service operators range from snack machines to large institutional catering ventures, but most of these businesses are known in the trade as 鈥渉oreca鈥濓細 hotels, restaurants, and cafes. Overall, Europe鈥檚 wholesale market for food and drink is growing at the same sluggish pace as the retail market, but the figures, when added together, mask two opposing trends銆�

[F]For example, wholesale food and drink sales come to 锛�268 billion in France, Germany, Italy, Spain, and the United Kingdom in 2000鈥攎ore than 40 percent of retail sales. Moreover, average overall margins are higher in wholesale than in retail; wholesale demand from the food service sector is growing quickly as more Europeans eat out more often; and changes in the competitive dynamics of this fragmented industry are at last making it feasible for wholesalers to consolidate銆�

[G]However, none of these requirements should deter large retailers (and even some large good producers and existing wholesalers) from trying their hand, for those that master the intricacies of wholesaling in Europe stand to reap considerable gains銆�

41 鈫�42鈫�43鈫�44鈫扙鈫�45

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A娈碉細the first and more important 鈥� meanwhile鈥onsumer鈥檚 growing preference for eating out; consumption of food and drink has risen鑸噐ecession, people getting anxious, eating at home鍓嶅悗鏈夊皪姣斿皪绔嬬殑闂滅郴銆�

B娈碉細retail sales of food and drink are at a standstill But almost all have ignored the big, profitable opportunity in their won backyard: the whole food and drink trade,鈥�(瑭插彞涓棦鍚湁杞夋姌閫ｈbut锛屽張鍚湁鐗规畩妯欓粸绗﹁櫉鍐掕櫉锛屾蹇楁槑椤�锛屾槸闇€瑕侀噸榛為棞娉ㄧ殑鍙ュ瓙)

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C娈碉細鏈€鏄庨’鐨勬蹇楁湁锛歴uch variation锛屽鏋滆┎娈靛叆閬革紝鍓嶉潰涓€瀹氭彁鍒颁簡variation銆傛钀戒腑蹇冨嵆鐐烘钀界涓€鍙ヨ┍锛氶€欎簺涓嶅悓鏄惁鏈冨付渚嗛鐗╁拰椋叉枡甯傚牬绺介珨绲愭鐨勮畩鍖栧憿锛熼噸榛炶珖璁婂寲D娈碉細閫欎竴娈靛緢闆ｈ畝鎳�锛屼絾棣栨湯鍙ュ嵒骞朵笉闆ｈ畝锛屼笖妯欏織鏄庨’銆�

棣栧彞锛欰ll in all, this clearly seems to be a market 鈥﹀惈鏈塧ll in all(鎴戝€戝弽寰╁挤瑾匡紝finally, all in all涓嶄竴瀹氬湪鍏ㄦ枃鐨勬渶鍚�锛屽彲鑳芥槸涓枔鏌愬咕娈靛惈缇╃殑绺界祼锛屽彧鑳借绺介珨闈犲悗)鍜屾寚绀轰唬瑭瀟his銆�

鏈彞锛歂ew skills and unfamiliar business models are needed too銆�

E娈碉細闂滄敞棣栨湯鍙ュ拰涓枔甯跺啋铏熺殑鍙ュ瓙

棣栧彞涓诲共锛欴espite variations in detail, wholesale markets are made out of the same building blocks銆�

涓枔鍙ヤ富骞诧細Demand comes mainly from two sources: independent

mom-and-pop grocery stores and food service operators

鏈彞锛歄verall, Europe鈥檚 wholesale market for food and drink is growing at the

same sluggish pace as the retail market, but the figures mask two opposing trends. 娉ㄦ剰鍒扳€渢wo opposing trends鈥濅簡鍡庯紵

F娈碉細棣栧彞锛歠or example, wholesale food and drink sales come to 锛�268 billion, more than 40 percent of retail saleswholesale food and drink鐨勯姺閲忓強闇€姹備箣澶�銆�

G娈碉細閲嶉粸锛歨owever鈥斺€旇綁鎵块棞绯�

these requirements鈥斺€旀寚浠ｅ強鑸囧墠鏂囪缇╃殑鎵挎帴

3. 鎶婃槑椤彲浠ラ€ｆ帴鍦ㄤ竴璧风殑娈佃惤鏀惧湪涓€璧�锛屽锛�

鏍规摎G娈电殑these requirements鍙互寰堝鏄撴壘鍒癉娈电殑鏈彞New skills and銆€unfamiliar business models are needed too.锛屾晠G娈垫噳瑭叉帓鍦―娈典箣鍚庯紝鍗抽爢搴忕偤锛欴G

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鏍规摎宸茬煡娈佃惤E涓殑閲嶉粸淇℃伅variations, two opposing trends绛�锛屽彲浠ユ帹鐭ュ叾鍚庣殑娈佃惤鐐篈鎴朇闋咃紝灏嶆瘮涓€涓嬪叐鍊嬮伕闋�锛孉闋呰垏E闋呮湯灏剧殑two opposing trends閵滄帴绶婂瘑锛屼笖鍏у涓€鑷达紝鏁呴爢搴忕偤锛欵A锛孋闋呯偤骞叉摼闋呫€�

4. 灏囨帓鍑虹殑骞惧€嬮儴鍒嗛€ｆ帴鍦ㄤ竴璧�锛屽緱鍑烘渶绲傜瓟妗�銆�

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