Measures, formats/channels, market shares… find out how we define all these and more


Sales, consumer spend, nominal GDP... find out how we define all these and more below.


  • Population
  • Surface area (sq km)
  • % Population age 0-14
  • % Population age 15-64
  • % Population age 65+
  • Surface area (sq mile)
  • Population density (sq km)
  • Population density (sq mile)


Total population is based on the de facto definition of population, which counts all residents regardless of legal status or citizenship - except for refugees not permanently settled in the country of asylum, who are generally considered part of the population of their country of origin.

Sources: World Bank. Updated yearly.

Surface area (sq km)

Surface area is a country's total area, including areas under inland bodies of water and some coastal waterways. Given in square kilometres.

Sources: United Nations Population Division, CIA, World Bank. Updated yearly.

% Population age 0-14

Share of the population aged between zero and fourteen years.

Source: World Bank. Updated yearly.

% Population age 15-64

Share of the population aged between fifteen and sixty-four years.

Source: World Bank. Updated yearly.

% Population age 65+

Share of the population aged over sixty-five years.

Source: World Bank. Updated yearly.

Surface area (sq mile)

Surface area is a country's total area, including areas under inland bodies of water and some coastal waterways. Given in square miles.

Sources: United Nations Population Division, CIA, World Bank. Updated yearly.

Population density (sq km)

This is the measurement of population per square kilometre.

Sources: World Bank, CIA. Updated yearly.

Population density (sq mile)

This is the measurement of population per square mile.

Sources: World Bank, CIA. Updated yearly.

Market Size

  • Consumer spend
  • Grocery retail market
  • Consumer spend/capita
  • Grocery retail market/capita
  • % Change grocery retail market

Consumer spend

Consumer spend is the total annual private household spending (derived from the COICOP classification). It is the largest part of aggregate demand (total demand for goods and services) at macroeconomic level. Consumer spend data is at end consumer prices and therefore includes VAT/Sales Tax.

Source: World Bank

Grocery retail market

The grocery retail market is an estimate of the total annual sales from predominantly food stores. All categories are included ranging from fresh food to general merchandise.

IGD’s grocery retail market therefore encompasses hypermarkets, supermarkets, convenience and forecourt stores, discount stores, other grocery specialist stores and online grocery dedicated websites. It also includes an estimate for non-store sales of open markets and other traditional and independent retailers such as bakers and butchers or kiranas in India.

IGD’s grocery retail market excludes drugstores, cash & carry outlets, delivered wholesale and foodservice specialists.

Sources: grocery retail market sizes are estimated using macroeconomic figures including GDP, consumer price inflation, population and national consumer spend from external sources such as the IMF and the World Bank. We calibrate our estimates with base data from official international and national statistical sources wherever reliable figures are available (e.g. NACE from Eurostat, US NAICS, etc). Updated yearly.

Our international model has been enhanced for 2020 to take into account the transfer of consumer spending from foodservice and leisure to grocery retail, as a result of Covid-19 restrictions. We have taken a view on how this will lessen over time as we move to a new normal.

Consumer spend/capita

It is defined as total annual private household spending in a given year, divided by the population for the same year.

Consumer spend data is at end consumer prices and therefore includes VAT/Sales Tax. 

Source: World Bank

Grocery retail market/capita

It is defined as the total annual grocery retail market turnover in a given year, divided by the population for the same year.
Grocery retail market data excludes VAT/sales tax.

Source: IGD estimates, World Bank

These are estimated total annual sales values within defined grocery channels, specifically:

  • Hypermarkets
  • Supermarkets
  • Convenience
  • Discount
  • Liquor specialists
  • Online
  • Traditional

Unlike retailers’ sales, which are tracked in Datacentre and split by channel, the modelled values stand for the total annual sales in a channel, and include an estimate of revenue from operators not tracked in the database.

The traditional channel is composed of traditional grocery trade, as defined below, and specialist outlets, e.g. butchers, bakers, greengrocers, organic and health food stores.

Modelled total grocery channels are presently available outside the database as an Excel file on the Data page.


  • Nominal GDP
  • GDP growth (real)
  • Consumer price inflation
  • Unemployment rate
  • Nominal GDP/capita

Nominal GDP

The main measure of the size and overall activity of the economy. It is the value of all the final goods and services produced in that year, in terms of prices actually paid (current prices).

Source: IMF World Economic Outlook. Updated yearly.

GDP growth (real)

Economic growth based on GDP at constant prices. It compares the value of national output in consecutive years with the impact of inflation removed.

Source: IMF World Economic Outlook. Updated yearly.

Consumer price inflation

This measures the changes in the prices of goods and services that households consume, and subsequently any variations in the purchasing power of a consumer's income.

Source: IMF World Economic Outlook. Updated yearly.

Unemployment rate

The percentage of the total labour force unemployed but actively seeking employment and willing to work.

Source: IMF World Economic Outlook. Updated yearly.

Nominal GDP/capita

GDP per capita is often used as an indicator of standard of living in an economy.

It is defined as the value of all final goods and services produced within a nation in a given year, divided by the average population for the same year.

Source: IMF World Economic Outlook, World Bank. Updated yearly.


  • Sales
  • Sales per store
  • % Change sales


Annual revenues excluding value added tax

Sales per store

Average annual sales per store

% Change sales

Annual percentage change in sales (in local currency)


  • Space
  • Average sales area
  • % Change space


Selling area of an outlet - excludes non-customer accessible areas

Average sales area

Total space divided by the number of stores or units in a given year

% Change space

Annual percentage change in total space


  • Stores
  • New stores
  • % Change stores


Number of units

New stores

Stores opened during the period

% Change stores

Annual percentage change in stores

Data for foodservice covers UK food and beverage sales, which we estimate for: Restaurants, Quick Service restaurants, Pubs, Hotels, Leisure, Staff Catering, Healthcare, Education, and Services.

Our coverage includes number of outlets, number of meals, purchase value, and sales value, across over 100 sub-sectors, by time of day, region, product type or distribution channel.

We present the data through insight reports in our Food-to-go section. Alternatively, we can provide you with specific figures (fees apply) – email us at


Click the format names below to view the definitions.


  • Hypermarket
  • Compact Hypermarket


  • Sales area greater than 6,000sqm
  • Non-grocery is a substantial part of the store offer
  • Fuel sold on-site is generally included in turnover as it accounts for less than 50% of sales

Compact Hypermarket

  • Sales area between 3,000sqm and 6,000sqm
  • Includes a condensed hypermarket offer


  • Superstores & Supermarkets
  • Supermarkets & Neighbourhood
  • Food Hall - Department Store
  • Frozen Specialist

Superstores & Supermarkets

  • A wide ranging category of stores that sell predominantly food between 300sqm and 6,000sqm
  • This can also include large format stores with a limited non-food offer

Supermarkets & Neighbourhood

  • Sales area between 300sqm and 1,500sqm
  • Generally larger than convenience stores with a wider assortment of products and services (incl. counters)

Food Hall - Department Store

  • When significant, the distinct grocery offer of department stores is captured separately
  • Examples include Marks & Spencer, El Corte Ingles and Woolworths South Africa

Frozen Specialist

  • Specialised frozen supermarkets
  • Role of private label and exclusive labels can vary


  • Convenience & Forecourt
  • Forecourt
  • Kiosks & CTN

Convenience & Forecourt

  • Stores are typically under 300sqm, although can include superettes up to 900sqm
  • Convenience-focused ranges, usually offering up to 6,000 SKUs - Stores frequently have specific convenience banners and long opening hours
  • When there is a joint-venture with a fuel operator (e.g. BP with M&S), convenience sales are included in this format


  • Standalone forecourts with c-stores, whose prime business objective is fuel
  • Excludes fuel sales, only grocery sales are captured

Kiosks & CTN

  • Small chain outlets selling newspapers, confectionery, soft drinks, spirits, tobacco, etc.
  • Located in high traffic areas
  • Excludes independent operators or street vendors (e.g. pavilions in Russia or kiranas in India) which belong to the Traditional Trade


  • Food Discount
  • Discount Supermarket
  • Variety Discount

Food Discount

  • Small to medium-sized stores usually 300sqm to 1,500sqm
  • Narrow ranges (less than 4,000 SKUs) and a strict focus on everyday low price
  • Retail ready packaging and a low-cost business model are key features
  • Private label usually dominates the offer, although brands can represent 50% of the assortment

Discount Supermarket

  • Grocery-focussed, discount or EDLP stores
  • Increased range of fresh foods and often enhanced service offer compared to Food Discount stores
  • Role of private label and exclusive labels can vary, but is usually more extensive than that in the wider grocery market

Variety Discount

  • Includes single price operators and value focused operators
  • Grocery accounts for more than 50% of sales but limited, if any fresh food provision
  • Focus on ambient categories, household, health and beauty and pet care

Online - Grocery Retail

  • Online - Grocery
  • Online - Grocery Delivered
  • Online - Grocery Drive & Collect

Online - Grocery

  • Dedicated online site enabling customers to order groceries online for delivery or drive & collect
  • Delivery charges and sales from all items sold through the website (incl. non-food) are included
  • This is the default format for online grocery retailers which operate a mix of home delivery and click & collect and do not publish detailed breakdowns

Online - Grocery Delivered

  • Dedicated online sites which deliver groceries to customers
  • Delivery charges and sales from all items sold through the website (incl. non-food) are included

Online - Grocery Drive and Collect

  • Dedicated online sites which offer a drive and collect service for groceries
  • Sales from all items sold through the website (incl. non-food) are included
  • When possible, we estimate the sales through the Drive and Collect format for retailers which operate both a delivery and drive service

Specialist Stores and others

  • Liquor Specialist
  • Organic & Health
  • Other - Grocery Retail

Liquor Specialist

  • Dedicated stores specialising in beers, wines and spirits
  • These store are separate from other grocery stores and are not concessions

Organic and Health

  • Stores with a marked focus on organic and healthier ranges
  • Strong corporate communication on sustainability

Other - Grocery Retail

  • Any other grocery operation for a company that generates sales
  • Can include dedicated specialist stores such as butcher/baker etc.


  • Independent operators, including street vendors, kiosks, food markets, mini-markets and other autonomous or small scale food stores
  • The traditional channel differs from modern formats in the level of sophistication of the operation—traditional outlets tend to have simpler approaches to sourcing, stock and sales management
  • Despite the negligible size of each separate outlet, traditional retail in its totality can form a significant part of grocery retail, especially so in developing markets
  • Traditional trade is not currently captured as a channel in Datacentre, but is included in our national grocery market sizes.

Wholesale and Foodservice

  • Cash and Carry (incl. Members' club)
  • Online - Grocery C&C
  • Online - Grocery Wholesale
  • Wholesale - Delivered and C&C
  • Foodservice - Delivered
  • Foodservice - Retail

Cash and Carry (incl. Members' club)

  • Large format stores retailing goods to both private and business members that may have to meet certain criteria
  • The income from the membership system helps keep prices low
  • Bulk size packs are prevalent

Online - Grocery C&C

  • Dedicated online site from a cash and carry operator targeting both trade and private households
  • Big pack sizes and high price ticket items are a key feature

Online - Grocery Wholesale

  • Dedicated online site from a wholesale operator selling goods for resale or for trade

Wholesale - Delivered and C&C

  • Large format stores retailing goods for resale
  • Formats are open to both individuals and businesses, typically with no formal membership requirements or barrier to purchase
  • Formats have a basic, functional look, with high racking and bulk packs prominent
  • Includes both store/depot cash and carry operations and delivered wholesalers

Foodservice - Delivered

  • Delivered wholesale groceries for professional restaurant/foodservice providers

Foodservice - Retail

  • Distinct, stand-alone restaurant/foodservice outlets
  • Units are not concessions of larger stores


  • Drugstores & Pharmacies
  • Online - Health & Beauty
  • Perfumeries & Beauty
  • Wholesale - Pharmaceutical

Drugstores and Pharmacies

  • Retailers specialising in health and beauty and household categories
  • Includes dedicated pharmacy chains
  • Stores are separate from other grocery stores, not concessions

Online - Health and Beauty

  • Standalone online site specialised in health and beauty or baby products

Perfumeries and Beauty

  • Stores focused on beauty ranges
  • Includes specialist fragrance retailers

Wholesale - Pharmaceutical

  • Wholesale operations, usually as a division of a larger health and beauty operator
  • Includes supply of products to hospitals, care homes, etc.
  • Can also include manufacture of pharmaceuticals


  • Department Store (Excl.Food Hall)
  • Financial Services
  • Fuel
  • General Merchandise
  • Online - Non Grocery
  • Online - Marketplace & Services
  • Petfood Specialist
  • Property
  • Other - Non Grocery

Department Store (Excl.Food Hall)

  • Large multi-category stores, often located in town centre locations and across multiple floors
  • Wide range of general merchandise categories including cosmetics, homewares and clothing

Financial Services

  • Banking and credit card divisions of retailers


  • For specialist forecourt operators or where fuel is over 50% of a retailer’s convenience operations, these are split out and the sales included in this format
  • Fuel sales from co-sited pumps at hypermarkets or supermarkets are not included in this category and sit within the hyper / super formats as it accounts for less than 50% of revenues

General Merchandise

  • Dedicated non-food formats with no one category dominating the offer (e.g. clothing or DIY)
  • Stores may be smaller and are less diverse in categories and brands than department stores

Online - Non Grocery

  • Sales through non-grocery dedicated websites operated separately from any accompanying grocery website

Online - Marketplace and Services

  • Revenues and income from non-retail activities of online operators, such as marketplace fees and commissions

Petfood Specialist

  • Standalone specialist pet store


  • Dedicated arm of a retailer specialising in property
  • Functions as a separate entity and generates revenues (e.g. shopping centre rental incomes)

Other - Non Grocery

  • Any other non-grocery operation for a company that generates sales

Regions and Countries

Click on the box to see each region’s list of countries.

Africa and the Middle East

  • Central Africa
  • Eastern Africa
  • Middle East and North Africa
  • Southern Africa
  • Western Africa

Central Africa

Angola | Cameroon | CAR | Chad | Congo | DRC | Equatorial Guinea | Gabon | São Tomé and Príncipe |

Eastern Africa

Burundi | Comoro Islands | Djibouti | Eritrea | Ethiopia | Kenya | Madagascar | Malawi | Mauritius | Mozambique | Rwanda | Seychelles | Somalia | Sudan | Tanzania | Uganda | Zambia | Zimbabwe |

Middle East & North Africa

Algeria | Bahrain | Egypt | Iran | Iraq | Israel | Jordan | Kuwait | Lebanon | Libya | Morocco | Oman | Qatar | Saudi Arabia | Syria | Tunisia | United Arab Emirates | Yemen |

Southern Africa

Botswana | Lesotho | Namibia | South Africa | Swaziland |

Western Africa

Benin | Burkina Faso | Cape Verde Islands | Gambia | Ghana | Guinea | Guinea-Bissau | Ivory Coast | Liberia | Mali | Mauritania | Niger | Nigeria | Senegal | Sierra Leone | Togo |


  • Central Asia
  • East Asia
  • South-East Asia
  • Southern Asia

Central Asia

Afghanistan | Armenia | Azerbaijan | Georgia | Kazakhstan | Kyrgyzstan | Mongolia | Tajikistan | Turkmenistan | Uzbekistan |

East Asia

China | Hong Kong | Japan | Macau | South Korea | Taiwan |

South-East Asia

Brunei | Cambodia | Indonesia | Laos | Malaysia | Myanmar (Burma) | Philippines | Singapore | Thailand | Vietnam |

Southern Asia

Bangladesh | Bhutan | India | Maldives | Nepal | Pakistan | Sri Lanka |


  • Central and Eastern Europe
  • Western Europe

Central & Eastern Europe

Albania | Belarus | Bosnia-Herzegovina | Bulgaria | Croatia | Czech Republic | Estonia | Hungary | Kosovo | Latvia | Lithuania | Moldova | Montenegro | North Macedonia | Poland | Romania | Russia | Serbia | Slovakia | Slovenia | Turkey | Ukraine |

Western Europe

Austria | Belgium | Cyprus | Denmark | Finland | France | Germany | Greece | Greenland | Iceland | Ireland | Italy | Liechtenstein | Luxembourg | Malta | Netherlands | Norway | Portugal | Spain | Sweden | Switzerland | United Kingdom |

Latin America

  • Caribbean Islands
  • Central America
  • South America

Carribean Islands

Antigua and Barbuda | Bahamas | Barbados | Cuba | Dominica | Dominican Republic | Haiti | Jamaica | Saint Kitts and Nevis | Saint Lucia | Saint Vincent | Trinidad and Tobago |

Central America

Belize | Costa Rica | El Salvador | Guatemala | Honduras | Mexico | Nicaragua | Panama |

South America

Argentina | Bolivia | Brazil | Chile | Colombia | Ecuador | Guyana | Paraguay | Peru | Suriname | Uruguay | Venezuela |

North America

  • Canada
  • USA

Canada | USA |


  • Australasia
  • Pacific Islands


Australia | New Zealand |

Pacific Islands

Fiji | Kiribati | Papua New Guinea | Samoa | Solomon Islands | Tonga | Vanuatu |

Market shares

Market share is a key measure of retailer performance - read on to discover how we calculate it.

IGD's Grocery Retail Market Shares are an annual indicator, calculated using a single, global methodology, by comparing retailers' sales from grocery retail formats, with IGD's grocery retail market size.

IGD defines the grocery retail market as all food, drink and non-food products (e.g. health & beauty, pet care, clothing, DIY) sold through all retail outlets selling predominantly food in a given country. This definition includes modern retail formats, such as supermarkets and hypermarkets, and traditional retail formats such as open air markets and traditional food stores such as bakers. It excludes wholesale and foodservice formats and drugstores/pharmacies.

IGD market sizes are 'top down', derived from national statistical bodies wherever possible. In all other cases, our market sizes represent IGD estimates and are based on a consistent methodology and knowledge of local markets.

For each retailer, the turnover used is total sales from grocery retail formats. To ensure that data sources are comparable we exclude the following:

  1. VAT and sales tax
  2. Sales from non-food formats (e.g. DIY, furniture, electrical stores, department stores etc)
  3. Drugstore, Non-Grocery, Wholesale and Foodservice formats

IGD's market shares differ from panel-based or till-roll markets shares (e.g. Nielsen, Kantar Worldpanel or GfK) which represent a marginally narrower universe and/or use different definitions of the 'grocery retail market' that retailers have a share of (i.e. sample of specific categories).