Supermarkets in Romania

PROSPECTS

Supermarket chains continue to expand

In 2018, the competition between supermarket chains reached an unprecedented level. Due to fierce competition in urban areas, operators are now focusing on smaller towns.

Domestic supermarkets continue to downsize in 2018

The two main domestic operators, Oncos and Zanfir, continued to downsize in 2018 due to increasing pressure from international chains. This trend will likely continue over the next few years if the two operators cannot find a unique selling point to differentiate themselves from their international counterparts.

Omni-channel strategy offers a route to further growth

Only Carrefour and Mega Image currently offer online platforms, with these not having reached their full potential. As the competition surrounding proximity outlets has reached a peak in the capital, the channel is next likely to see competition focused on online grocery.

COMPETITIVE LANDSCAPE

International chains continue to expand

International operators continued to expand their supermarket chains in Romania in 2018, with new openings largely being a response to rising consumer demand for proximity. The expansion of proximity outlets is having two main effects on international chains.

Mega Image continues to rapidly expand in the country

After years of aggressive expansion in Bucharest, Mega Image is now looking to expand in other major cities, such as Iasi, Bacau, Buzau, Timisoara and Cluj. For the moment, the company is focusing on expansion in towns located close to its main logistics depots, but it will soon likely expand across the rest of the country.

Carrefour Market benefits from a further six new stores in 2018

In 2018, competition in the channel also increased due to the ongoing expansion of Carrefour Market. The supermarket chain has doubled its number of stores since 2015, becoming the third biggest player in terms of outlets and value sales.

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