Supermarkets in Ukraine

PROSPECTS

Supermarkets focus on the Kiev region

Kiev has traditionally enjoyed higher average incomes and purchasing power than most other areas in Ukraine. Supermarket operators are well aware of this, and many have focused their strategies on the city and its suburbs.

Supermarkets invest in digitalisation

Supermarkets continued to invest in digitalisation in 2019, including loyalty cards in their mobile apps and the digitalisation of their bricks-and-mortar stores with the installation of self-service checkouts, QR-codes on shelves, which was implemented for farm goods by Silpo-Food and Novus Ukraina in new stores in order to provide shoppers with additional information on products. Other outlets provided digital screens to communicate with their customers.

Supermarkets extend their ranges of fresh fruit and vegetables

Supermarkets extended their ranges of fresh fruit and vegetables in 2019. These products are becoming more popular as Ukrainians embrace the health and wellness trend and increase their consumption of fruit and vegetables.

COMPETITIVE LANDSCAPE

ATB-Market extends its lead and continues to expand

ATB-Market rapidly extended its lead in supermarkets and continued to expand its number of outlets in 2019. Originally from Dnipro, the retailer was traditionally known for its strength in the east and central regions of Ukraine.

Silpo-Food continues to invest themed stores

Silpo-Food made a great impact in supermarkets in 2018 by launching and refurbishing some of its stores to follow themed concepts, such as in the style of Japanese or German villages, with stunning interior decoration, as well as modern equipment. The player continued to invest in impactful concept stores in 2019, with themes such as the Wild West, a Buddha Bar, Post Office and Ancient Greece.

Brusnichka closes outlets

Brusnichka closed 31 outlets for six months in 2019 in order to improve liquidity, as the brand suffered heavy losses in the east regions (Donetsk and Luhansk) over the 2014-2015 period and is suffering from intense competition in central Ukraine, mainly from ATB-Market, which continues to expand.

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