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  "documentTitle": "Grocery profitability outlook –Europe",
  "authorId": "McKinsey",
  "authorName": "McKinsey",
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  "notes": "The slide uses a decomposition framework to show how sales and floor space drive sales density.",
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      "text": "Real offline sales driven by -7% decline in total offline market (2019–2023) and shifting market shares...",
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      "text": "Real offline sales driven by -7% decline in total offline market (2019–2023) and shifting market shares: Supermarkets: from 36.3% to 36.4% (+0.1%); Hypermarkets: from 20.3% to 18.6% (-1.7%); Discounters: from 19.6% to 21.4% (+1.9%).",
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      "text": "Real offline sales per sqm: -2.9%",
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      "text": "1. UK, DE, FR, IT, ES, NL (excl. hypermarkets), CZ, PL, PT, BE, SW. Source: State of Grocery 2024, IGD, Eurostat",
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      "text": "EU11, 2019 constant prices, indexed to 2019, %",
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      "text": "With declining real sales, especially offline, sales per square meter have also decreased, putting pressure on margins",
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