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Retailing in
Croatia

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Executive Summary

Feb 2019
Sales are growing but Croatia is still far from the European average in terms of spending

Retailing in Croatia has been performing well since 2014; growth rates in retail sales have been in line with those for GDP, which points to the fact that personal consumption feeds the growth in retailing. It can be said that retailing has been experiencing a good period in Croatia for several years now.

Non-grocery grows faster than grocery

Since July 2013, Croatia has been one of the EU’s 28 Member States. Apart from bringing obvious advantages, its membership of the EU also shows Croatia as a country that is considered as one of the least developed in the EU, with the lowest income.

Locals strike back

The Croatian retailing landscape has some distinctive features stemming from a period not many European retailers had to experience. During most of the second half of the 20th century Croatia had an egalitarian, state-controlled retailing environment with top-down resource allocation.

Agrokor possibly out of trouble

Whilst small local players offer resistance from their locally strong positions, the once shining example of Croatian entrepreneurial spirit, Agrokor, is expecting its fate to be decided sometime during the year 2019. Having overextended itself financially in 2017, the company was too big to fail and subsequently protected from creditors by the government.

A calming down of sales growth on the horizon

Despite showing modest results in financial terms, Croatian retailers have already built up a strong network of outlets and selling space. Some regions, particularly the capital Zagreb, show levels of selling space per inhabitant that are higher than in some Western European cities.

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Retailing in Croatia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Croatia 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 Retailing industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Croatia for free:

The Retailing in Croatia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic number of stores, selling space and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How big is the grocery/non-grocery/non-store channel in Croatia?
  • Who are the leading retailers in Croatia?
  • How is retailing performing in Croatia?
  • What is the retailing environment like in Croatia?
  • Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

  • 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

This industry report originates from Passport, our Retailing market research database.

Retailing in Croatia

EXECUTIVE SUMMARY

Sales are growing but Croatia is still far from the European average in terms of spending
Non-grocery grows faster than grocery
Locals strike back
Agrokor possibly out of trouble
A calming down of sales growth on the horizon

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value
Seasonality
Christmas
Summer end season sale
Payments and delivery
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 16 Retailing GBO Company Shares: % Value 2014-2018
Table 17 Retailing GBN Brand Shares: % Value 2015-2018
Table 18 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 19 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 21 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Croatia

HEADLINES

PROSPECTS

Apparel and footwear traditionally popular among Croatian consumers
Maturity reached for third biggest non-grocery category
Online presence a must

COMPETITIVE LANDSCAPE

Fragmentation high, but giving way to consolidation
Not many domestic players
Once impressive local textile complex severely reduced

CHANNEL DATA

Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 42 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 43 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 44 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 46 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 48 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Health and Beauty Specialist Retailers in Croatia

HEADLINES

PROSPECTS

Health and beauty specialist retailers one of the most prosperous non-grocery channels
Increasing disposable household income ensures demand
Natural and organic trends give an additional push

COMPETITIVE LANDSCAPE

Clash of the giants
Pharmacies landscape is fragmented
Tough times ahead for small beauty specialist retailers

CHANNEL DATA

Table 49 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 50 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 51 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 52 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 53 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 54 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 55 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 56 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 57 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 58 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 59 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 60 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Croatia

HEADLINES

PROSPECTS

Main motive for online purchases – cheaper goods
Growth comes from abroad, not from local retailers
Strong growth being seen but potential not yet fully exploited

COMPETITIVE LANDSCAPE

Third-party merchants lead
Domestic internet retailers are confident about the future
Delivery services on the verge of collapse

CHANNEL DATA

Table 61 Internet Retailing by Category: Value 2013-2018
Table 62 Internet Retailing by Category: % Value Growth 2013-2018
Table 63 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 64 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 65 Internet Retailing Forecasts by Category: Value 2018-2023
Table 66 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Croatia

HEADLINES

PROSPECTS

In Croatia, mixed retailers consists of only two channels
Department stores on the way out
Variety stores is the new discovery

COMPETITIVE LANDSCAPE

Category is now split almost 50:50 between variety and department stores
Fragmented department stores
Leader in variety stores stands out

CHANNEL DATA

Table 67 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 68 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 69 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 70 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 71 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 72 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 73 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 74 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 75 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 76 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 77 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 78 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 79 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 80 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 81 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 82 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Croatia

HEADLINES

PROSPECTS

Services outweigh sales of goods via mobile internet retailing
Mobile apps are usually just extensions of existing webpages
Mobile devices catching up with desktop devices

COMPETITIVE LANDSCAPE

Third-party merchants prevail
Facebook Marketplace becoming more influential
Google Pay

CHANNEL DATA

Table 83 Mobile Internet Retailing: Value 2013-2018
Table 84 Mobile Internet Retailing: % Value Growth 2013-2018
Table 85 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 86 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Croatia

HEADLINES

PROSPECTS

Croatian modern grocery retailers get left behind in terms of new trends
Value growth outpaces the growth in capacity
A bounce back towards downtown

COMPETITIVE LANDSCAPE

Optimism on the horizon for the leader Konzum
Schwarz Group openly sets leading position as a goal
Consolidated scene fends off new players

CHANNEL DATA

Table 87 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 88 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 89 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 90 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 91 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 92 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 93 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 94 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 95 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 96 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 97 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 98 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 99 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 100 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 101 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 102 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Croatia

HEADLINES

PROSPECTS

Green trend visible in traditional grocery retailers
Suffering under fragmentation
Corner shops resisting

COMPETITIVE LANDSCAPE

Leader hit by the Agrokor affair
Dying out of small traditional grocery retailers will increase consolidation
Tobacco company becomes retailer by chance

CHANNEL DATA

Table 103 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 104 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 105 Traditional Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 106 Traditional Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 107 Traditional Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 108 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 109 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 110 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Croatia

HEADLINES

PROSPECTS

Hostile public reception makes it difficult for direct selling
End-user buying will probably take over
Strong competition from other channels

COMPETITIVE LANDSCAPE

Avon stable and optimistic
Herbalife second
Other multinationals still lingering

CHANNEL DATA

Table 111 Direct Selling by Category: Value 2013-2018
Table 112 Direct Selling by Category: % Value Growth 2013-2018
Table 113 Direct Selling GBO Company Shares: % Value 2014-2018
Table 114 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 115 Direct Selling Forecasts by Category: Value 2018-2023
Table 116 Direct Selling Forecasts by Category: % Value Growth 2018-2023