Konzum Dominates in Croatia, Schwarz Group Closes In

By Branislav Pekic
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Konzum Dominates in Croatia, Schwarz Group Closes In

Konzum is still the leading grocery retailer in Croatia, with a 20-30% market share, according to research conducted by the Agency for Protection of Market Competition (AZTN).

In second place is Lidl and Plodine, with 10-20% of the market, followed by Kaufland, Tommy and Spar, which have 5-10% of the market share.

Both Lidl and Kaufland, part of Schwarz group, increased market share in 2015, so jointly they are Konzum’s biggest rival. For the first time, the two chains have achieved a combined market share of above 20%.

In 2015, total turnover of the 50 grocery retailers amounted to HRK 33.1 billion (€4.4 billion), representing a 4.5% growth from 2014. The top ten retailers (Konzum, Lidl, Plodine, Kaufland, Tommy, Spar, Billa, Studenac, KTC, NTL) had a joint turnover of HRK 27.3 billion (up 6.3%).

Although Konzum's revenue grew in 2015, its market share (which includes Konzum and Mercator-H) decreased from 30-35% in 2014.


The top 10 retailers have a new entry this year – Narodni Trgovački Lanac (NTL) – which possesses a market share below 5%. Two other companies made progress compared to 2014: KTC moved from 10th to 9th place and Studenac from 9th to 8th place. Billa is in 7th place, also with a market share below 5%, similar to NTL, KTC, and Studenac.

Among the top 10, Spar had the highest double-digit growth and, with its entry into the neighbourhood store segment, became the second-ranked retailer by revenue in the capital Zagreb.

The majority of turnover (70%) is achieved in large stores, with supermarkets dominating in both revenues (47%) and net sales area (45%). Compared to 2014, hypermarkets recorded revenue growth of 11%, supermarkets 4%, while small stores saw revenue dropping by 4%.

© 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.

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