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Traditional grocery retailers still comprises the majority of value sales via grocery retailing in Macedonia in 2017. Two thirds of total grocery retail sales are via traditional retailers with the remainder via modern grocery retail formats.
Some of the leading retailers within other grocery retailers are an exception to the rule that suggests modest to stagnant growth of traditional grocery retailers. Increased consumer demand for greater convenience and a more pleasant shopping experience support modern but not traditional grocery retailers.
Some of the competitive advantages of traditional grocers include convenient locations for day-to-day shopping for the necessities of a typical household. Nonetheless, over the review period traditional grocery retailers saw significant competitive pressure from modern grocery retailers as the latter are able to offer more competitive prices, a wider array of brands and products and a more pleasant and convenient shopping experience.
With one of the fastest growing value shares in 2017, Stokomak doo leads traditional grocery retailers. Stokomak is often viewed as a local discounter, although due to low average retail selling space of below 400 sq m it is still considered part of other grocery retailers.
In 2017, two distinct regional players competed with Stokomak doo, ranking second and third within traditional grocery retailers. Kit-Go dooel, which leads with its network of retail outlets in the eastern part of Macedonia, ranks second with a growing value share, while Kipper Market doo leads the western part of Macedonia with a slightly lower but growing value share.
Most traditional grocery retailers have limited retail selling space, which makes them less attractive to increasingly demanding local consumers who are turning to modern grocers for more convenient shopping and more competitively priced products. Some grocery retailers resemble either supermarkets or discounters in the way they operate.
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Discover the latest market trends and uncover sources of future market growth in the Traditional Grocery Retailers industry in Macedonia with research from Euromonitor's team of in-country analysts.
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