The sales report that IRI just released for the companies selling mostly through the Super Market channel is not positive. But there is also the well known “hidden factor” of Carrefour-Marinopoulos. The chain that almost stopped operating and is now slowly getting back, on a rescue deal by SKLAVENITIS that still is not cleared by the legal gatekeepers.
The report is private and available only to its subscribers, so we cannot enter into the details. But we will comment on one only area, that connects with advertising.
Out of the top 30 companies monitored, very few are in sales parity with Jan-Oct 2015, or within a plus or minus small margin in the s/m channel. But it is impressive to see that almost all these companies are either Greek or International companies developing their communication in Greece and thus by definition more adaptive to the proper tune that “talks” to the Greek consumer, after 7 years into the financial crisis. At the same time, these companies are also increasing their share of voice and multiplying their promos.