Ranking of equals
in Business

We regularly check how the largest producers of fast-moving goods treat local stores, and how centrally managed supermarket and discount chains. Every quarter, we publish an objective ranking based on data provided by the NielsenIQ agency.

The aim of the ranking is not only to highlight good practices among suppliers and to promote them among Polish entrepreneurs, but also to highlight the inequalities in the treatment of local stores in relation to large format chains.

How to read the results of the ranking?

The ranking ranks manufacturers in a given product category in order — from the one that offers the best overall terms of cooperation to the local store channel (first place), to the one that treats the channel least fairly (last place). The ranking shows suppliers, covering at least 90% of the market in each category. A minimum of five providers is shown, a maximum of 10.

The assessment of the general conditions of cooperation is influenced by: the price and distribution strategy of the manufacturer and the share of products dedicated to discount stores and supermarkets (that is, those that the customer will not find anywhere else) in the total sales.

See the ranking results

How is the Ranking of Equals in Business created?

The final note of the manufacturer in the rating consists of the following aspects:

Distribution

Price

Contribution to growth

Dedicated products (SKU)

Market share

Price

Market share

Dedicated Products
(SKU)

Contribution to
growth

Distribution

Price

40% weight in the final score

The coefficient on the basis of which points are awarded to manufacturers in this category is calculated as the ratio of the average prices of products in supermarkets and discount stores to the average prices in the small-area channel. Average prices were calculated for products that are present in both channels and weighted by the volume of sales of these products for the entire market. The higher the final coefficient (and therefore the products will be cheaper in the independent channel compared to the large format), the more points the manufacturer will receive (and therefore the better the score will get) .The total index has been weighted by the value of these products for the entire market.nside of a div block.

Market share

10% of the weight in the final score

The coefficient on the basis of which points are awarded to producers in this category is obtained by dividing the producer's market share in the small format market by its share in supermarkets and discount stores. The higher the coefficient (and therefore the greater the advantage of small-format market share over supermarkets and discounters), the greater the number of points the producer receives. Own brands are not included here.

Dedicated products (SKU)

10% of the weight in the final score

This indicator determines whether manufacturers offer dedicated products that are only available in supermarkets and discount stores (not including private brands). The indicator is calculated as the value share of brands intended exclusively for supermarkets and discount stores in the total sales of the manufacturer. The higher the share, the lower the number of points.

Contribution to growth

20% of the weight in the final score

The indicator determines which producers realize their sales growth through growth in the small area market and which are forgetting about it. It is calculated by subtracting the dynamics (the last 12 months preceding the preparation of the report to the same period a year earlier) in supermarkets and discount stores from the dynamics in the small format market. The higher the score (i.e. the advantage of independent channel dynamics over large-format dynamics), the greater the number of points for a given producer.

Distribution

20% of the weight in the final score

The number of points that manufacturers receive for this category is calculated by subtracting from the numerical distribution of the manufacturer's products in small-area stores the distribution in supermarkets and discount stores. This difference illustrates whether the manufacturer reaches the small- or large-format market with its products more (excluding hypermarkets). The smaller the advantage in the distribution of a large-area channel over an independent one, the greater the number of points. Own brands excluded from the calculation.

Annotation

Calculations based on Nielsen data. Data for the last 12 months preceding the preparation of the report for the same period a year earlier in Discounters and Supermarkets and in Small Format (including grocery stores, wine and confectionery shops and kiosks); for facts: price per unit, numerical distribution of sales, shares of value sales in the category, contribution of the channel to the growth of value sales of the producer, shares of value sales in the category and the manufacturer's assortment.