We can not talk about retail trends without mentioning the growth of the discount channel, in particular at a European level. It is expected that, by 2018, Lidl will be the leading chain in Western Europe. But also in Eastern Europe, the market share of the discount channel has a 22 percent share. The discount channel makes up a fifth of the market.
Kantar Worldpanel expects growth rates for this channel to grow to 4.8% between now and 2017, against a 3.1% growth rate of modern trade.