Discounters in Hungary

PROSPECTS

High regulation continues to limit expansion plans

Highly regulated retail development continues to limit the expansion plans of discounters in Hungary. While discounters cover all of the country, the potential for new outlet openings is constrained.

Greater attention on non-grocery items pays dividends for discounters

The leading discounters are the most dynamic in terms of grocery retailing. Their proposition of a straightforward, quick shopping experience, compared with large hypermarkets, large assortments and low prices remains attractive to local consumers.

Premiumisation strategies expand the potential consumer base

Having been perceived as outlets offering good deals on essential groceries, discounters have invested significantly to improve their offer and image to attract customers beyond bargain hunters. Such investment initially featured the addition and promotion of new product types, including ethnic foods and spices, as well as mainstream brands in stores with rising selling space.

COMPETITIVE LANDSCAPE

New entries unlikely as legislation limits potential locations for discounters

Three international operators have developed a large network of outlets covering all towns/cities with a sizeable population within their catchment areas. All three discounters are expanding their networks, although outlets open mostly in premises taken over from other retailers, such as from CBA in Budapest city centre, or by utilising long-time empty retail facilities, such as Penny Market in Encs, a very small town in northern Hungary.

Large discounters enjoy operational and development advantages

Discounters with large average selling space per outlet lead grocery retailing in terms of efficiency, and this competitive advantage is set to accelerate over the forecast period. Constantly refilling shelves and fridges with products to prevent stock outages is a highly labour-intensive task and requires well-organised logistics.

Extra services improve the image and broaden the definition of discounters

Discounters, such as Penny Market, which runs the highest number of outlets, and Aldi Magyarország Élelmiszeripari Kereskedelmi, have added extra services to attract footfall and increase the appeal of their stores at the expense of alternatives in the neighbourhood or district. Like Lidl, they are making high use of outdoor parking spaces as indoor floor space is highly limited.

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