FamilyMart, Japan (Food and Grocery) Shoppers Profile, Market Share and Competitive Positioning
FamilyMart's customer base has a large proportion of middle-aged consumers (50.0% of its shoppers are aged between 35-54 years) with a slightly higher proportion of male consumers (53.5%). Nearly half (44.4%) of its shoppers are in the middle-income bracket and a lesser percentage from low-income group consumers (11.6%). This trend in income groups stems from its value proposition of quality items and services available for instant consumption which attracts shoppers looking for better quality products willing to give an extra premium.
FamilyMart has a strong presence in Japan with 37.6% of all Japanese shoppers preferring to purchase their food & grocery needs from the retailer. The retailer's market share was going up till 2018 but declined from 1.0% in 2018 to 0.8% in 2020 majorly due to consumers shifting to retailers with an online presence amidst the pandemic.
The Japanese food & grocery sector is led by retailers like 7-Eleven and Lawsons who have a considerably better online presence compared to FamilyMart. The retailer has been deeply impacted during the pandemic due to heavy reliance on its physical store network and as a result, it needs to think of other ways to keep consistent growth.
Profile of retailer's shopper base, key performance indicators, sales and market shares