The Balkans undergoing the most Dynamic Transition

The international consumer survey SHOPPING MONITOR CEE 2008 has revealed the growing popularity of the modern retail formats, in particular hypermarkets and discount stores. The most popular chains are Tesco and Kaufland.

 According to the comprehensive consumer
survey Shopping Monitor Central & Eastern Europe 2008, conducted
by GfK & INCOMA in 11 countries of the region (Bulgaria, Croatia,
Czech Republic, Hungary, Poland, Romania, Russia represented by
Moscow and St. Petersburg, Serbia and Montenegro, Slovakia, Slovenia
and Ukraine represented by Kiev), hypermarkets are already the
leading retail format in the CEE region. In total, 25% of customers
in the monitored region claim hypermarket to be their main shopping
place for FMCG; that represents 32,7 million of customers (this
number includes both immediate shoppers and their household members).
Discount stores represent the main shopping place for grocery for 18
% of the households already. Discounters show stable growth in a long
term and are slowly replacing supermarkets, once a leader, today only
the second strongest retail format in the CEE region with its share
decreasing down to actual 21 %.

Of course, there are considerable
differences among the monitored CEE countries; due to the state of
development of the retail network but also due to the shopping habits
of the local population. Hypermarkets are the most important formula
in Czechia, Moscow & St. Petersburg, Hungary and Romania, while
supermarkets lead in Croatia, Kiev, Slovenia, Serbia and Slovakia.
Discount stores are well established at Moscow and St. Petersburg
markets as well as in Hungary, Poland and in Czechia. Smaller
self-service stores such as superettes are very popular in Poland,
Slovakia and Hungary; counter food shops still prevail in Bulgaria.

The SHOPPING MONITOR CEE 2008 results
indicate Romania featuring the highest dynamics of the retail market
transition. While the share of the counter food serviced shops has
shrunk by more than 50 % in four years (from 51 % in 2003 down to 22
% in 2007), the hypermarket format popularity has grown dramatically
(from 4 % in 2003 up to 29 % in 2007). The discount stores are
following the pattern as well starting from zero 2005 and reaching
the 13 % level in 2007.