Equality in Business
Ranking

We run periodic checks to see how the largest producers of fast-moving consumer goods treat local stores versus how they approach centrally managed supermarket and discount chains. Every quarter, we publish an objective ranking based on data supplied by the NielsenIQ agency.

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

How to read the ranking results?

The ranking classifies producers in a specific product category in a given order: from the one offering the best general terms of co-operation for the local store channel (first place) to the one treating the said channel the least fairly (last place). The ranking shows suppliers who account for at least 90% of sales in a particular category. At least five suppliers are included, with 10 set as the maximum.

The assessment of the general co-operation terms is impacted by the following: the manufacturer's pricing and distribution strategy, and the share of products dedicated to discount chains and supermarkets (i.e. products that the consumer will not find anywhere else) in total sales.

See the ranking results

How is the Equality in Business Ranking prepared?

The final manufacturer rating in the ranking covers the following:

Distribution

Price

Contribution to growth

Dedicated products (SKUs)

Market share

Cena

Udział rynkowy

Produkty dedykowane
(SKU)

Kontrybucja do
wzrostu

Dystrybucja

Price

40% weight in the final score

The coefficient used to award producers points in this category is calculated as the ratio of the average product prices in supermarkets and discount stores versus the average prices in the small-format channel. The average prices were calculated for products present in both channels and weighted against the sales volume of these products for the entire market. The higher the final coefficient is (meaning the products will be cheaper in the independent channel when compared to large format stores), the more points the producer receives (giving them a better score). The total index was weighted with the value of these products for the entire market.

Market share

10% weight in the final score

The coefficient used to award producers points 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 (indicating a higher share in the small-format market over supermarkets and discount chains), the more points the producer receives. Private labels are excluded in this case.

Dedicated products (SKUs)

10% weight in the final score

This indicator determines whether manufacturers offer products that are available only in supermarkets and discount stores (excluding private labels). The indicator is calculated as the value share of brands exclusively intended for supermarkets and discount chains in the producer's total sales. The higher the share, the lower the number of points.

Contribution to growth

20% weight in the final score

This indicator determines which producers achieve their sales growth through growth on the small-format market, and who forget about it. It is calculated by subtracting the dynamic data (the last 12 months preceding the report's preparation versus the same period in the preceding year) in supermarkets and discount stores from the dynamics in the small-format market. The higher the result (i.e. the advantage of the dynamics in the independent channel over the dynamics in the large format), the greater the number of points for a given producer.

Distribution

20% weight in the final score

The number of points received for this category by producers is calculated by subtracting the distribution in supermarkets and discount chains from the numerical distribution of the manufacturer's products in small-format stores. This difference illustrates whether the manufacturer's products reach more the small or the large format market (excluding hypermarkets). The smaller the distribution advantage for the large format channel over the independent channel, the greater the number of points awarded. Private labels are excluded from the calculation.

Annotation

Calculations based on available Nielsen data. Data for the last 12 months preceding the drafting of the report versus the corresponding period in the year before in Discount stores, Supermarkets and in Small Format stores (including grocery stores, wine and confectionery stores, and kiosks); for the following factual data: price per unit, numerical sales distribution, share of sales in terms of value in the category, channel contribution to the growth of the manufacturer's sales value, share of sales value in the category and producer's assortment.