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Discounters outperformed the Romanian economy in 2018. As the economy slowed and inflation reached its highest level in recent years, Romanian consumers became more cautious with their spending, looking for the best prices and value for money.
The discounters present in Romania mainly sell private label products, particularly imported ones. As Lidl continues to develop relationships with local producers, it is expected to reduce its number of imported products and increase its offering of locally produced goods, albeit still under its private label lines.
In 2018, the discounter channel continued to grow, largely thanks to the expansion of various chains. Lidl and Rewe continued to open new Lidl and Penny Market outlets, while the third leading chain, Supeco, also opened new stores, but at a much slower pace.
There were only three companies present in the discounter channel in 2018, with all being international operators. Lidl remained the dominant player, followed by Rewe and its Penny Market banner.
Rewe had to withdraw its old shopping card in 2018 due to the EU’s General Data Protection Regulation (GDPR). The company is now offering a new shopping card which fulfils data protection requirements and should boost consumer interest in Penny Market’s offering.
In 2018, Lidl continued to launch new products under its private label lines in partnership with local producers, particularly in the fresh produce category. Romanian consumers can thus now find in its stores a variety of products made to traditional recipes.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Discounters industry in Romania with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Discounters industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.
The Discounters in Romania market research report includes:
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This industry report originates from Passport, our Retailing market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.