The opportunities presented by this potential have encouraged several European companies to invest in these markets (mainly in Asia) and American companies to invest in Latin America and China. Local companies also entered the market. Initial development of supermarkets has now been followed by hypermarket growth. In addition there were investments by companies such as Makro and Metro Cash and Carry in large-scale Cash-and-Carry operations. While the growth in sales of processed foods in these countries has been much more rapid than the growth in fresh food sales, the imperative nature of supermarkets to achieve economies of scale in purchasing means that the expansion of supermarkets in these countries has important repercussions for small farmers, particularly those growing perishable crops. New supply chains have developed involving cluster formation; development of specialized wholesalers; leading farmers organizing supply, and farmer associations or cooperatives. In some cases supermarkets have organized their own procurement from small farmers; in others wholesale markets have adapted to meet supermarket needs. Typical supermarket merchandise
Larger supermarkets in North America and in Europe typically sell many items among many brands, sizes and varieties. U.S. publisher Supermarket News lists the following categories, for example: Hypermarkets have a larger range of non-food categories such as clothing, electronics, household decoration and appliances. Bakery (packaged and sometimes a service bakery and/or onsite bakery)
Beverages (non-alcoholic packaged, sometimes also alcoholic if laws permit)
Nonfood & Pharmacy (e.g.
cigarettes, lottery tickets and over-the-counter medications (as laws permit), DVD rentals, books and magazines, including supermarket tabloids, greeting cards, toys, small selection of home goods like light bulbs, housewares (typically limited)
Personal care e.g. cosmetics, soap, shampoo
Produce (fresh fruits and vegetables)
Floral (flowers and plants)
Deli (sliced meats, cheeses, etc.) Prepared Foods (packaged and frozen foods)
Meat (fresh packaged, frozen, sometimes with a butcher service counter)
Seafood (fresh packaged, frozen, sometimes with a butcher service counter)
Dairy (milk products and eggs)
Center store (e.g. detergent, paper products, household cleaning supplies)
Multicultural (ethnic foods)
Bulk dried foods
Animal foods, toys and products

Layout strategies
Most merchandise is already packaged when it arrives at the supermarket. Packages are placed on shelves, arranged in aisles and sections according to type of item. Some items, such as fresh produce, are stored in bins. Those requiring an intact cold chain are in temperature-controlled display cases. While branding and store advertising will differ from company to company, the layout of a supermarket remains virtually unchanged. Although big companies spend time giving consumers a pleasant shopping experience, the design of a supermarket is directly connected to the in-store marketing that supermarkets must conduct to get shoppers to spend more money while there. Every aspect of the store is mapped out and attention is paid to color, wording and even surface texture. The overall layout of a supermarket is a visual merchandising project that plays a major role. Stores can creatively use a layout to alter customers perceptions of the atmosphere.