Table 2 Overview of the different metrics used to assess aspects of the market structure and their respective interpretation. ESM = European Single Market
| Metrics |
Calculation (using Euromonitor sales and market share data) | Interpretation |
|---|---|---|
| Market similarities and differences | ||
| Leading global brand owner per country | Global brand owner market share data per country | The different (or similar) leading global brand owners across Europe |
| Leading national brand owner per country | National brand owner market share data per country | The different (or similar) leading companies across Europe that nationally have the right to produce or distribute brands |
| Number of global brand owners with ≥1% market share per country | The number of all global brand owners per country with ≥1% market share | The higher the number of global brand owners with ≥1% market share the more diverse the food industry was assumed to be |
| Number of unique companies per country | The number of all companies in a country having presence in only one ESM member state | The higher the number of unique companies, the more diverse the actors active within the food industry were assumed to be |
| Leading European global brand owners | Sum of the sales data per member state by year and global brand owner | The leading companies that own the most sold brands across the ESM and that may not have appeared as leading company at national level |
| Top three most sold packaged food and non-alcoholic beverage categories per country | Product category specific sales data per country | The different (or similar) most sold, and as such potentially most consumed, product categories per country |
| Most sold European packaged food and non-alcoholic beverage categories | Sum of the sales data per member state by year and product category | The different (or similar) most sold, and as such potentially most consumed, product categories across the ESM that may not have appeared among the top three at national level |
| Number of quick-service restaurant outlets per country | The number of outlets per 1000 inhabitants as obtained from Euromonitor | The different (or similar) density of quick-service restaurant outlets across the ESM |
| Number of annual fast food transactions per country | The number of transactions per 1000 inhabitants per year as obtained from Euromonitor | The different (or similar) amount of fast food transactions, and as such potential consumption levels, across the ESM |
| Dominant type of quick-service restaurant per country (chained versus independent) | The percent sales derived from chained consumer foodservice | The amount of fast food sales that can be attributed to larger quick-service restaurant chains |
| Preferred way of ordering and eating fast food per country | The percent of sales derived from eat in, take away, home delivery and drive through | The different (or similar) ways people across the ESM prefer to consume fast food |
| Number of supermarket outlets per country | Number of outlets per 1000 inhabitants as obtained from Euromonitor | The different (or similar) density of supermarket outlets across the ESM |
| Contribution of supermarket own-brand packaged food products to the overall sales of packaged foods per country | The percentage of packaged foods per country derived from supermarket own-brand products |
The availability of supermarket own-brand packaged food products within the market per country. An estimation whether the sales of supermarket own-brand products is country specific |
| Contribution of supermarket own-brand non-alcoholic beverages to the overall sales of non-alcoholic beverages per country | The percentage of non-alcoholic beverages per country derived from supermarket own-brand products |
The availability of supermarket own-brand non-alcoholic beverages within the market per country. An estimation whether the sales of supermarket own-brand products is country specific |
| Market concentration | ||
| Herfindahl-Hirschman Index (HHI) per country | The summation of the squared market share of the firms active within the market and country |
< 1000: Unconcentrated Markets; 1000–2000: Moderately Concentrated Markets; > 2000: Highly Concentrated Markets; |
| Four firm concentration ratio (CR4) per country | The combined market share of the four biggest firms active in the market and country |
0: Perfect competition; 0–40: Effective Competition; 40–60: Limited competition; > 60: Dominant Firms with limited competition; |