super2352Según un estudio de la consultora Claves Información Competitiva, el rubro tendrá un crecimiento del 17 por ciento en términos nominales. El informe agrega que la expansión continuará especialmente en localidades del interior con menos de 200 mil habitantes.


El sector supermercadista crecerá un 2 por ciento en términos reales en este año y su expansión continuará especialmente en localidades del interior con menos de 200 mil habitantes, según un relevamiento privado.

Un estudio de la consultora Claves Información Competitiva señala que el sector supermercadista tendrá un crecimiento del 17 por ciento en términos nominales y alrededor del 2 por ciento en términos reales durante 2009.

El informe consigna que, al ser el sector supermercados un negocio enfocado en el mercado interno, éste se encuentra altamente correlacionado con la marcha de la economía.

Es por esta razón que en el mediano y largo plazo se estima que el sector acompañaría a la tendencia y acompañando en términos reales a mediano plazo el sendero de crecimiento de la economía en su conjunto.

En términos nominales mantendría un crecimiento acompasado con el ritmo de incremento de precios de los productos básicos.

En la actualidad, las grandes cadenas se encuentran en mejores condiciones para responder a una desaceleración de la demanda que en los ’90, no sólo por contar con una mayor participación de locales de cercanía que 10 años atrás, sino también por su capacidad para brindar promociones, descuentos con tarjeta de crédito y débito, además de productos económicos con marcas propias.

En el caso de los supermercados y cadenas regionales e independientes, se proyecta la apertura de nuevos puntos de venta, aunque el mayor crecimiento se dará en las localidades del interior del país de menos de 200.000 habitantes, por lo cual la innovación del retail comienza por apuntar a la búsqueda de nuevos mercados.

Esto seguiría en línea con la dinámica del sector, ya que este mercado se destaca por su nivel de inversión y expansión territorial, especialmente hacia el interior del país, (fundamentalmente en las zonas de mayor poder adquisitivo) y debido a la saturación que existe en el área de Capital Federal y Gran Buenos Aires. A pesar de ello, las grandes cadenas muestran una mejor performance relativa frente a otros canales.

Gonzalo Vázquez, director comercial de CLAVES Información Competitiva, dijo al respecto que, «el desarrollo de formatos de cercanía, las ofertas y promociones, los planes de financiamiento y la favorable relación precio/calidad que sus marcas propias ofrecen al consumidor, son factores que permiten contrarrestar parte de la situación que atraviesa el consumo masivo».

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