In 2021, the Migros Group expanded its online business, increased regional diversity, sold more sustainable products and reduced its prices. The consolidated sales of Cooperative Retailing remained stable at CHF 17.719 billion.
The ten regional Migros Cooperatives including subsidiaries generated sales of CHF 14.865 billion in Switzerland, not quite matching the outstanding performance of the previous year. The supermarkets and hypermarkets posted sales of CHF 12.344 billion (–0.9%); including the business of Migros Online, sales amounted to CHF 12.644 billion (–0.4%). Sales abroad came in at CHF 1.499 billion (+0.1%).
average price reduction in the supermarkets and hypermarkets
Prices reduced
Migros reduced its prices in the supermarkets and hypermarkets by 1.7% on average. It thereby continued to pursue its strategy of offering its customers the best value for money. The retailer was able to finance these price cuts by continuously reducing costs.
The lower prices, combined with factors such as changes in consumer behaviour, meant that the average basket value was lower than in the previous year. Customers made smaller purchases than in 2021, but they visited the branches more often. This is reflected in a 3.6% increase in footfall to around 333 million purchases.
The ten regional Cooperatives now sell around 10’000 products bearing the label "Aus der Region. Für die Region" (From the region. For the region).
V-Love own-brand products with plant-based ingredients now sold
Focus on sustainability and regional products
Migros also increased regional diversity in 2021. For example, the ten regional Cooperatives now sell around 10’000 products bearing the label "Aus der Region. Für die Region" (From the region. For the region). This represents an increase of around 500 products. The range of sustainably produced food was also expanded in the reporting year. With the introduction of IP-Suisse grass-fed milk, Migros has become the first retailer in Switzerland to sell only sustainably produced milk. It also made improvements in the area of animal welfare. Since 2021, all eggs sold by Migros are free-range.
In order to simplify sustainable shopping, Migros launched M-Check in 2021. Unique in the Swiss retail sector, it evaluates Migros’ own brand products in terms of animal welfare and climate compatibility.
Migros also introduced innovations in meat and milk substitute products. The range of V-Love own-brand products with plant-based ingredients, which was launched in the previous year, has been expanded by 57 products to more than 110.
Migros’ sales of products with ecological or social added value amounted to CHF 3.404 billion (+0.7%). Following strong growth in the previous year, organic food sales increased by a further 3.0% to CHF 1.250 billion.
Specialist markets record further growth
In 2021, the specialist markets Micasa, SportXX, melectronics, Do it + Garden and OBI were transferred to Migros Fachmarkt AG, which defines the strategic orientation of the formats and provides all central activities. The specialist markets maintained their momentum of the previous year even in the challenging environment of the pandemic. Sales rose by 0.9% to CHF 1.730 billion, while prices decreased by 2.2%. In-store business was the main contributor to this increase.
increase in sales by online supermarket Migros Online
Migros Online extends leading position
The online supermarket Migros Online further extended its leading position in the Swiss market during the reporting year. Sales increased by 24.5% to a record CHF 330 million. The number of delivered orders again rose significantly by 38.0%.
Branch network expanded
Migros opened 18 new branches, including several local M and MM locations, an OBI specialist market and five Alnatura supermarkets. Nine locations were closed, most of which were independent catering businesses. The Migros sales network comprised a total of 735 locations (previous year: 726). The sales area of the supermarkets and hypermarkets, the specialist markets and the restaurants and takeaways increased by a net 1.5% to 1’437’315 m2.
|
in CHF million |
2021 |
2020 |
Change in % |
|
|
Net revenue from goods and services sold |
|
|
|
|
|
Cooperatives incl. branches 1 |
16'364 |
16'559 |
–1.2% |
|
|
Medbase (Medbase group and santémed health centres) |
490 |
380 |
28.8% |
|
|
FMC |
5'434 |
5'618 |
–3.3% |
|
|
Migros Online SA |
330 |
266 |
24.5% |
|
|
Logistics |
408 |
423 |
–3.6% |
|
|
Other companies |
6 |
3 |
64.4% |
|
|
Total net revenue from sales of goods and services sold |
23'032 |
23'249 |
–0.9% |
|
|
|
|
|
|
|
|
Elimination intra-sectoral |
–5'313 |
–5'513 |
|
|
|
|
|
|
|
|
|
Sales per segment (net revenue from sales of goods and services sold) |
17'719 |
17'736 |
–0.1% |
|
|
Other operating income |
438 |
1'691 |
–74.1% |
|
|
Total income |
18'157 |
19'428 |
–6.5% |
|
|
Earnings before financial income and taxes |
304 |
1'522 |
–80.0% |
|
|
Segment assets |
11'191 |
10'950 |
|
|
|
Investments in long-term assets |
1'099 |
1'088 |
|
|
|
Employees |
71'537 |
71'437 |
|
|
1 Cooperations inclusive domestic and foreign branches
|
|
Number of sites 2021 |
Number of sites 2020 |
Sales area (m 2 ) 2021 |
Sales area (m 2 ) 2020 |
|
Distribution sites Switzerland |
|
|
|
|
|
Migros sites |
|
|
|
|
|
M |
368 |
367 |
301'309 |
300'290 |
|
MM |
212 |
204 |
487'516 |
475'695 |
|
MMM |
50 |
50 |
369'332 |
373'327 |
|
Total |
630 |
621 |
1'158'157 |
1'149'311 |
|
MParcs/specialist market centres/Obi 1 |
40 |
40 |
244'129 |
234'243 |
|
Single-line stores 2 |
53 |
48 |
33'468 |
29'552 |
|
Total |
93 |
88 |
277'597 |
263'794 |
|
Independent gastronomy businesses |
12 |
17 |
1'561 |
2'332 |
|
Total sites |
735 |
726 |
1'437'315 |
1'415'437 |
|
|
|
|
|
|
|
Distribution lines Switzerland |
|
|
|
|
|
Supermarkets |
|
|
|
|
|
M, MM and MMM |
630 |
621 |
950'945 |
941'883 |
|
Alnatura 3 |
19 |
- |
7'624 |
- |
|
Other supermarkets 4 |
9 |
9 |
13'605 |
12'531 |
|
Total supermarkets |
658 |
630 |
972'174 |
954'414 |
|
Specialist markets |
|
|
|
|
|
Do it + Garden |
41 |
41 |
96'685 |
97'323 |
|
Micasa |
35 |
34 |
69'434 |
69'625 |
|
SportXX |
65 |
63 |
79'561 |
76'931 |
|
Melectronics |
101 |
101 |
39'636 |
40'284 |
|
Obi DIY superstore/garden |
11 |
11 |
90'069 |
86'045 |
|
Total specialist markets |
253 |
250 |
375'385 |
370'208 |
|
Gastronomy |
|
|
|
|
|
M-Restaurants |
- |
153 |
- |
77'738 |
|
Takeaways and other gastronomic formats 5 |
- |
135 |
- |
13'077 |
|
Total Gastronomy 6 |
235 |
288 |
89'756 |
90'815 |
|
|
|
|
|
|
|
Distribution sites other countries |
|
|
|
|
|
France (Migros France) |
|
|
|
|
|
MMM |
2 |
2 |
10'883 |
10'883 |
|
MM |
1 |
1 |
1'638 |
1'638 |
|
Germany |
|
|
|
|
|
Tegut |
296 |
283 |
313'040 |
306'178 |
|
Total other countries |
299 |
286 |
325'561 |
318'699 |
|
|
|
|
|
|
|
Wholesaling cooperatives and other |
|
|
|
|
|
Migros Partners |
49 |
49 |
|
|
|
VOI |
61 |
59 |
|
|
|
|
|
|
|
|
|
Health, leisure and foundations |
|
|
|
|
|
Medbase locations |
154 |
152 |
|
|
|
MiSENSO (audiology & optometry) 7 |
9 |
2 |
|
|
|
Fitness Switzerland 8 |
139 |
138 |
|
|
|
Fitness other countries 9 |
170 |
167 |
|
|
|
Aquaparcs 10 |
2 |
2 |
|
|
|
Sportparcs |
3 |
3 |
|
|
|
Golfparcs |
8 |
8 |
|
|
|
Foundations "Park im Grünen" and Monte Generoso |
5 |
5 |
|
|
1 Site may include super/hypermarket branches
2 Outlets, Alnatura Bio supermarkets, independent Outdoor by SportXX stores, etc.
3 Alnatura is now shown separately; the area was previously assigned to M/MM/MMM sites
4 integrated in MParcs or specialist market centres
5 Chickeria (2020), Kaimug, Hitzberger, Coffee&Time
6 Adjusted calculation basis
7 integrated in Migros branches (shop-in-shop)
8 Migros Fitnessparks (incl. fitness park in Milandia sport and adventure park), Migros Fitnessclubs, Migros Fitnesscenter, Activ Fitness (AG), ONE Training Center (AG), Only Fitness; + FT-Club
9 ACISO Fitness&Health GmbH (ELEMENTS studios in Germany, INJOY franchise facilities in Germany, Austria and Belgium; FT-Clubs in Germany, Austria, Switzerland, Netherlands, Italy)
10 Säntispark, Bernaqua