Modern grocery retailers continue to outperform traditional grocery retailers in 2021 thanks to the growing consumer preference for modern retailing outlets. In fact, two out of the top three grocery retailing players are modern grocery retailers (namely KAM and Tinex).
KAM will remain the leading player in modern grocery retailing in 2021 with its discounters brand KAM Market ahead of second-placed brand Tinex in supermarkets. KAM’s success in value share is centred on providing price-sensitive consumers with affordable yet high-quality good (both imported and domestically produced).
The Grandprom-Zur supermarket chain is the best performer in 2021 followed by Kit-Go which ranks second in terms of growth relative to 2020. Both supermarket operators have adjusted their retail strategy to focus on a wider variety of consumer groups and cater to a broader range of needs.
Over the forecast period, modern grocery retailing is set to continue outperforming traditional grocery retailers thanks to the key players being much more capable of offering competitive pricing. They can also offer a much more enjoyable shopping experience thanks to the abundant amount of retail space in stores which creates a more relaxed and leisurely environment to shop in.
Thanks to the stable organic growth of KAM Market (the sole brand within discounters), discounters is set to maintain the fastest growth within modern grocery retailing over the forecast period. KAM Market has attracted a considerable base of loyal consumers that shop with the sense that they are getting the best value for the money as well as purchasing high quality products and brands (mainly from Germany).
For the most part, the international presence and investment in retailing is centred on the operations of Greece-based modern grocery chain Veropoulos (ranked second in terms of value share in supermarkets in North Macedonia) and Turkey-based modern grocery chain Ramstore Makedonija (ranked fourth amongst supermarkets). However, due to the small population, North Macedonia remains relatively unattractive in terms of direct foreign investment.
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Modern grocery retailing is the aggregation of those grocery channels that have emerged alongside the growth of chained retail. For Euromonitor, modern grocery retailing is the aggregation of five channels: Hypermarkets, Supermarkets, Discounters, Forecourt Retailers and Convenience Stores. While there can be traditional (i.e. non-chained) supermarkets or forecourt retailers, for example, due to the store's presence in the channel, these stores are still considered as modern for Euromonitor International.See All of Our Definitions
This report originates from Passport, our Modern Grocery Retailers research and analysis database.
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