Hypermarket chains in selected CEE markets are preferred by roughly 15 mil. people as the main shopping place for FMCG. The recent research report SHOPPING MONITOR CEE (INCOMA Research & GfK) shows that preferences for modern formulas in individual markets differ considerably. Hypermarkets in Czechia , Hungary , Poland and Slovakia have reached strong position (37, 29, 15 and 14% of households respectively) while discount chains are strong in Poland (24%), Hungary (21%), Czechia (19%) and Russia/Moscow (15%). In Romania and Ukraine/Kiev the market is dominated by the traditional stores and supermarkets (often operated by local companies and independent retailers).

In Czechia the strongest FMCG retailer is a discount hypermarket Kaufland (Schwarz Group) with 16% of shopping preferences. International groups dominate also other CEE markets: Hungary (hypermarkets Tesco, 18%) and Poland (discounts Biedronki, 17%). While Metro is the leading chain in Romania , it has reached 4% preferences only in the extremely deconcentrated Romanian market. The rest of CEE markets is dominated by local players: Jednota co-operatives in Slovakia (37%), Furshet in Ukraine/Kiev (26%) and Piatyorochka in Russia/Moscow (12%).

Private labels are gaining ground in all the CEE markets having the highest position in Czechia (75% shoppers buy them) followed by Hungary (68%), Slovakia (62%) and Poland (46%). Notably weaker is the current position of private labels in Romania (13% shoppers buy them) and Ukraine/Kiev (11%).

Shopping Monitor 2003-2004 – Subscription FORM

For further information you can contact Mr. Zdeněk Skála, INCOMA Research,
contact tel. + 420 251 117 545, e-mail: skala@incoma.cz