DIA plant face to Mercadona supermarket with its new 'La Plaza'

The DIA group has launched a new format of supermarket with the name of the place, "in line with its strategy to continue betting on development of the purchase of proximity, with special attention to the fresh product". Leverages the purchase of 160 local to Eroski, most of which are located in Madrid and Andalusia, to bet more fresh products, as it has done its great rival in Spain, Mercadona, in recent years.

The competition in the distribution sector has hardened in the last year, since before the fall in population and the decline in the price of many foods, the chains are trying to steal market share to grow. The fresh is an area where the small trade still has a lot of power, it has become the new strategy for growth of the chains. Last year, in the whole of the consumption, this section of the purchase was reduced in value by 4.8 %, according to data from the consultant Worldpanel finally bowed. The hipers, supers and discount stores already collect 53% of the spending on these products, 1.4 points more than a year ago, while still maintaining their market weight in the rest of the sections, according to this signing.

Mercadona started in 2013 its own change, with a strong investment. According to appreciate this year its president, Juan Roig in the sections of fruit and fish were gaining market share. In the meat, however, had not managed to grow significantly, according to recognized. DIA has already announced in 2012 that also i bet most of the fresh, although they started to do with small supermarkets focusing on fruit and vegetables (who baptized as DIA Fresh). However, with the new chain The Square rises the strategy, to include butcher and fishmonger in the chain, with more local dimension.

DIA will start the development of this new teaches throughout Spain taking advantage of the package of tents recently acquired to Eroski and from which the greater part will be converted to the string The Plaza. The first store opened today in Almeria, for which have been formed to 27 professionals in the schools of DIA in Andalusia.