As indicated in the table, supermarkets had the largest number of patrons (97 per cent of the sample) followed by supercentres (60 per cent), warehouse clubs (30 per cent), convenience stores (18 per cent), and limited-line discount stores (16 per cent).
Table II Penetration ratios by retail channel (percentage of respondents patronizing each channel) Number Percentage Supermarkets 290 97 Supercentres 18 160 Warehouse clubs 89 30 Convenience stores 54 18 Limited-line discount stores 47 16
The percentage of total grocery purchases made per channel was highest for supermarkets (73 per cent), followed by supercentres (35 per cent), warehouse clubs (15 per cent), convenience [TABULAR DATA FOR TABLE III OMITTED] stores (10 per cent), and limited-line discount stores (17 per cent).
Is the portion of the customer base that supermarkets share with supercentres larger or smaller than the portion of its customer base shared with warehouse clubs?
This suggests that supercentres have emerged as a direct competitor for supermarkets in a relatively short period of time.
Seventy per cent of warehouse club customers are shared with supercentres, indicating that warehouse clubs like traditional supermarkets may be feeling the impact of growing numbers of supercentres throughout the US.
As supercentres continue to grow and expand, it is possible that penetration ratios for supermarkets will decline if consumers decide to replace traditional supermarket visits with visits to supercentres.
It should be reiterated that the recent expansion of supercentres in the US market is coming strongly from national discount store retailers with limited experience in food retailing.
He describes warehouse clubs as a "bullet aimed at supermarkets" but supercentres are more like a rocket.
For example, 82 per cent of the supercentre customer base and 62 per cent of the warehouse club customer base said they were now shopping more at those types of retail stores.
About a third (34 per cent) of supercentre customers also patronize warehouse clubs, 17 per cent patronize convenience stores, and 20 per cent patronize limited-line discount stores.