Modern retail reaches record 60 pct market share in Q1 2016

Newsroom 19/05/2016 | 13:20

Modern retail (hypermarket, supermarket and discount stores retail) has gained 4 percent in the first quarter of the year over the same period of 2015, reaching 60 percent market share, according to GfK’s Consumer Panel Services.

If until 2008, modern retail grew by about 2-3 percentage points annually at the expense of traditional retail, in the first three months of the year there was a significant growth of 4 points compared to the same period last year,” said Raluca Raschip, consumer goods & retail director GfK Romania.

According to Raschip, Romanian consumers relaxed following the VAT reductions, with consumption growing and absorbing the extra money.

Hypermarkets posted the greatest advance, holding a 29 percent market share, due to the average shopping cart increasing in value. Supermarkets also registered an increase in the average shopping cart, but also a rise in the number of visits, taking them to a 17 percent market share.

The first three months of the year follow consumer trends observed after the first reduction of VAT in June 2015, GfK’s study shows. The value of consumer goods is 0.4 percent higher in the context of food deflation of 6 percent, which translates into an increase of 3.5 percent by volume for purchases for the home. This shows that Romanians are up-trading (acquiring more expensive brands and product categories).

Young categories, such as fish and seafood specialties, cheese and cider are the most dynamic. Increases in these categories as well as others such as dairy, salty snacks, water, soft drinks and spirits or wine and personal care speak very clearly about consumer needs for diversification and testing of newly launched products.

The findings come from GfK Consumer Panel Services, which monitors household consumption for all categories of consumer goods, across 3,000 households.

Natalia Martian

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