Supermarkets in Romania

PROSPECTS

Supermarkets growth is boosted by a wide variety of products, partnered with many having close proximity to consumers’ homes

Supermarkets achieved solid growth in 2019, benefiting from having excellent locations in downtown areas and crowded neighbourhoods. Supermarkets also retain consumer through providing a wide range of food, drinks, fruits and vegetables, as well as fresh bakeries and prepared meals from their own workshops.

Supermarkets continue to expand across cities, offering local foods and tastes to consumers, while domestic players struggle to compete

The upward trend of convenience and shopping outlets close to home has dictated locations of expansion strategies for major players. However, while international supermarket chains rolled out across cities, independent supermarkets remained focused on downtowns, targeting more sophisticated consumers with premium products.

Omni-channel strategies are set to offer a route to further growth

Only Carrefour and Mega Image currently offer e-commerce platforms, with these not having reached their full potential as of 2019. As the competition surrounding proximity outlets has reached a peak in the capital, supermarket players are likely to focus on e-commerce.

COMPETITIVE LANDSCAPE

International chains lead, rolling out extensive expansion strategies across the country

The competitive landscape in supermarkets is highly concentrated, with several international brands dominating; Prof Rom Food, Mega Image and Carrefour Romania.

Profi Rom Food leads the landscape, expanding into profitable locations while offering appealing quality-price ratios that entice price-sensitive consumers

Profi Rom Food continues to lead the landscape in 2019, benefiting from strong locations and affordable price points, which fulfil consumer demands for convenience and low prices. Third-placed player Carrefour has increased competition by integrating an e-commerce platform for all its retail shopping formats, and second-placed player Mega Image is also operating an e-commerce store, after a period of cooperation with eMAG, the biggest online retailer in Romania.

Domestic supermarkets are bought out by international chains, with remain stores located in downtowns of larger cities

Domestic supermarkets remained far behind international chains in 2019. The only significant domestic chain was Zanfir, however, the network was sold to Mega Image, and the brand was discontinued in 2019 when the Competition Council approved the transaction.

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