Supermarkets are historically located in high-traffic urban areas in Russia. This makes them more attractive than hypermarkets, as many consumers prefer smaller stores within walking distance or on the way home from work.
X5 Retail Group NV strengthened its leadership with its Perekrestok brand seeing a significant increase in its value share in 2021. This was supported by the continuing expansion of the chain and its strong bargaining power with suppliers due to high economies of scale.
Lenta OOO acquired Billa Russia and rebranded all of its outlets as Lenta supermarkets in 2021, while it also acquired SemYa (the leading retailer in the Perm region) in 2021. As a result of these acquisitions, Lenta jumped into sixth place in the rankings in terms of value share with it having almost tripled its number of outlets.
Six of the top ten modern grocery retailers continue to prioritise supermarkets as their primary distribution channel, including both market leaders: X5 Retail Group NV and Magnit PAO. Third-placed Lenta OOO also puts supermarkets in focus too, which was confirmed by its acquisition of several competitors in 2021.
Supermarkets in Russia typically offer convenient locations, innovations and a wide assortment of products and brands to appeal to a diverse range of consumers. Consumers are also benefiting from enhancements to the shopping experience such as the implementation of new innovations, such as self-service cash registers, foodservice options and the opportunity to indulge in premium products.
X5 Retail Group NV is investing in new innovations through its own innovation centre: X5 Lab. The new technologies being created by X5 Lab are being implemented into the retailer’s supply chain, back office, and retail network, while they are also helping to improve the customer experience.
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Understand the latest market trends and future growth opportunities for the Supermarkets industry in Russia 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 Supermarkets industry in Russia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Supermarkets are chained or independent retail outlets with a selling space of between 400 and 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Supermarkets may also sell a selection of non-groceries, but the product mix is skewed towards grocery items. Example brands include Casino, Kroger, and Tesco. Exception: In some markets, primarily the US, Australia and Hong Kong, there are grocery retailer brands that operate outlets with a selling space of over 2,500 square metres, but offer only a very limited range of non-grocery merchandise or none at all. These brands are included in Supermarkets.See All of Our Definitions
This report originates from Passport, our Supermarkets research and analysis database.
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