Managing Editor
Winn-Dixie, Walmart have space to grow
Publix continues to outperform its potential in Jacksonville, according to a supermarket analysis by an industry trade publication.
The Shelby Report of the Southeast reports in its July issue that Publix remains the top grocer in Jacksonville based on its market share of almost 32.6 percent.
However, Shelby’s MarketCast analysis shows that based on area market factors, Publix could be expected to take just 24.3 percent of the market.
Meanwhile, No. 2 Walmart’s Supercenters account for 25 percent of the market share but have the potential for 33.5 percent.
No. 3 Winn-Dixie is more evenly situated, with a market share of 17.4 percent and a potential of 18.8 percent, according to Shelby.
Publix Super Markets Media and Community Relations Manager Dwaine Stevens said the Lakeland-based chain maintains its own internal market data.
However, he said Shelby’s report that Publix has a higher market share than its potential means “we are doing something right, so we will continue to do all those right things.”
“I look at it as a compliment,” said Stevens. “We are exceeding expectations.”
The Shelby MarketCast, released quarterly, is produced for The Shelby Report, a supermarket industry trade publication based in Gainesville, Ga.
Starting in April, it enlisted Buxton Co., a Texas-based research firm, to analyze how well food retailers have penetrated and positioned their locations within specific markets.
The MarketCast reports measure the potential for a grocer to grow its market share within communities.
Shelby reports that when a retailer exceeds its potential, as in the case with Publix, it is “actually executing (its) operations and capitalizing on (its) potential better.”
Those that don’t reach their potential share have opportunities to grow.
Buxton analyzes the placement of stores, the money spent on cooking at home in given areas related to those locations, and consumer behavior such as drive time, product selections, shopping alternatives and other factors.
In terms of potential, Walmart has gained slightly in its space to grow, Publix has remained essentially even while Jacksonville-based Winn-Dixie has seen a small decline.
Walmart Communications Director Daniel Morales said Thursday that the Arkansas-based retailer’s “focus is not to be the biggest in Jacksonville.”
“Our Walmart associates in Jacksonville work hard every day to give our customers the best selection of groceries and general merchandise items at the every day low prices they have come to expect from us,” said Morales.
Shelby President and Publisher Ron Johnston said that actual market shares are from The Shelby Report.
Together, the top three grocers have 103 stores and take more than 75 percent of the market.
The remaining 25 percent is shared by at least nine other grocers, led by Food Lion at 5.65 percent. The others account for 3 percent or less each.
For the July issue, Shelby also highlighted the buying power of the Hispanic market in the states it tracks in the Southeast.
In Florida, Shelby found that the Hispanic buying power is $101.2 million and is projected at $138.2 million in 2014.
Shelby’s information is from the Selig Center for Economic Growth at the University of Georgia Terry College of Business.
Area grocery store market share
July 2010
The market covers an area that includes Baker, Clay, Duval, Nassau and St. Johns counties.
Source: The Shelby Report of the Southeast; Buxton Co.
Possible market share
Source The Shelby Report, Buxton
356-2466