New trends in Romania’s retail market: hypermarkets losing ground to supermarkets and modern convenience stores

Romanian households increased spending on consumer goods by 6.4 percent in the first nine months of this year but the price increase was responsible for most of this evolution, according to a press release of research and analysis company – GfK.

”According to Eurostat, food inflation increased by 4 percent compared to the same period last year. Even in this context, the volumes bought increased by almost 2 percent, but the Romanians have not migrated to higher price segments as it happened last year, ”said GfK.

Modern trade channels strengthen their dominant position on the market and currently hold almost 60 percent of all household consumption purchases. 

Among the modern shopping channels, hypermarkets remain the main destination for family shopping, but they continue to lose ground at the expense of other formats. Supermarkets, on the other hand, have the most dynamic growth in market share between January and September 2018.

The purchasing frequency increased most in this type of modern commerce format – by 6 percent compared to January-September 2017.

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Discount stores had the second biggest increase in market share. Behind this development are mainly the higher amounts spent on a purchase visit. On average, a family leaves RON 42 in a visit in these formats.

Modern convenience stores have strengthened their position for home shopping, as well. These stores were chosen by nearly 4 out of 10 families for home shopping, 15 percent more than last year.

The increase in the number of buyers in these stores also comes as a result of the high level of expansion that continued during the first nine months of this year. From the home shopping perspective, all large consumer product segments have grown.