The economic crisis has changed the habits of Serbian consumers, who are increasingly shunning hypermarkets in favour of smaller retail formats.
A survey by research agency GfK, published in daily Večernje Novosti, reveals that Serbians are increasingly doing their shopping in neighbourhood stores, traditional grocery stores and mini-markets.
Supermarkets and hypermarkets account for almost one third of the market. Although the market share of the first is stable, the latter have been stagnating over the past three years.
In line with changing habits and lifestyle, Serbian consumers now do their grocery shopping more often, but the value of the average basket is decreasing. Therefore, the proximity of the store often plays a decisive role, and smaller formats are best suited to this trend.
Having optimal products available is more important to local consumers than a wide range of goods, while regular offers and promotions in supermarkets have reduced the price gap with hypermarkets.
Compared to neighbouring countries, Serbia has a significantly lower number of hypermarkets and discount stores.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
