Hypermarkets registered a sub-par performance in Romania during 2021 as the influence of the third and fourth waves of the COVID-19 pandemic presented major challenges to retailers operating in the category. On a practical level, hypermarkets were generally not subject to the severe restrictions placed on the operation of retail outlets during 2020 and 2021 due to the status of these stores as primary sources of essential goods.
One of the most important trends to emerge in hypermarkets towards the end of the review period was the much stronger focus on e-commerce that was seen among category players in the wake of the COVID-19 pandemic. With consumers often reluctant to visit a store to go grocery shopping due to the perceived risk of coming into contact with the COVID-19 virus that this would present, there was a huge upsurge seen in demand for food and drink e-commerce during both 2020 and 2021.
At the end of the review period, Schwarz Beteiligungs GmbH remained the leading player in hypermarkets in Romania with its Kaufland chain well on top in a highly competitive category. Kaufland’s success in Romania can be treated mainly to the strong expansion of the chain’s outlet network throughout the country in recent years, with Kaufland hypermarkets appearing in second-tier and third-tier cities during the review period.
The underwhelming performance registered in hypermarkets in 2021 is expected to continue into the forecast period, with the category set to find itself at odds with the prevailing consumer trends in grocery retailers. Specifically, the forecast period is expected to see further increases in consumer demand for proximity retailing formats that offer convenience.
Over the forecast period, it is expected that the competitive landscape in hypermarkets will remain largely unchanged. The substantial amounts of investment capital required to develop a chain of hypermarkets means that only major multinational retailers with strong international brands such as Kaufland, Carrefour, Auchan and Cora are able to compete in the category.
With hypermarkets set to remain under pressure during the forecast period for the reasons stated above, the category’s leading players are expected to focus more of their attention on developing marketing and business development programmes with the potential to give them an advantage and minimise potential losses in a flagging retail category. Among the specific focus areas that are likely to emerge is the increasing demand for products of local origin that is being seen among the remaining population, a trend that has arisen primarily from the affection and respect that local consumers have for smaller domestic producers of fresh food.
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Understand the latest market trends and future growth opportunities for the Hypermarkets industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hypermarkets industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Hypermarkets are chained or independent retail outlets with a selling space of over 2,500 square metres and with a focus on selling both grocery and non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites with large parking lots or as the anchor store in a shopping centre. Example brands include Carrefour, E Leclerc, and Walmart Supercenter.See All of Our Definitions
This report originates from Passport, our Hypermarkets research and analysis database.
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