The total revenue of the Croatian grocery retail market in 2024 reached €8.41 billion, marking an 8.8% nominal increase from the previous year.
This positive trend was revealed in a market survey conducted by the Croatian Competition Agency (AZTN), which focused on 41 key retailers in the mixed-goods sector, which includes food, beverages, and household hygiene products.
While growth was substantial, it did exhibit a slowdown, compared to the double-digit increase observed in 2023.
Despite a slight consolidation within the market, the overall number of stores increased by 2.5%, reaching 5,266.
Small stores were at the forefront of this growth in store count, while supermarkets saw the most significant expansion in net sales area, which increased by 2.2% across the market.
Market Leaders
Konzum Plus maintained its stronghold as the largest grocery retailer, commanding a 20-30% market share.
Despite a minor decline in market share from 2023, Konzum Plus reported single-digit revenue growth and the highest nominal revenue growth, exceeding €100 million.
Studenac emerged as a close second in nominal revenue growth, also surpassing the €100 million mark. It continues to dominate in terms of the sheer number of outlets, operating 1,411 predominantly small-format stores.
The Schwarz Group, which operates Lidl and Kaufland, continued its upward trajectory in revenue. Lidl’s market share stood at 10-20%, while Kaufland held 5-10%.
Combined, the Schwarz Group accounted for 20-30% of the market, though it experienced a slight annual decrease in overall market share.
Lidl, alongside Plodine, SPAR and Kaufland, recorded revenue growth ranging between €50 million and €100 million.
Other notable performers were NTL, Tommy, Eurospin and KTC (revenue growth of €20-50 million), as well as regional retailers such as Boso, Ribola, and Djelo Vodice (€5-20 million).
The top ten retailers for 2024 were Konzum Plus, Lidl, Plodine, SPAR, Kaufland, Studenac, Tommy, KTC, NTL (climbing to ninth place) and Trgovina Krk, according to AZTN. Studenac and NTL saw the most substantial increases in market share within this group.
Supermarkets Dominate Store Formats
Supermarkets continued to be the cornerstone of the Croatian grocery retail landscape. They generated the highest revenue, of €4.4 billion, marking a 9.7% increase, and accounted for 52.3% of total retail revenue and 49.6% of the total net sales area.
Hypermarkets followed, with €1.66 billion (+6.4%) and 21.3% of the net sales area. Collectively, supermarkets and hypermarkets generated 72% of the total revenue in mixed-goods retail.
Small stores also showed strong performances, with the highest percentage increase in revenue, at 12.6%.
Online Sales And Loyalty Programmes
Online sales of grocery products remain a nascent segment, contributing insignificantly to the overall revenue structure.
Only seven surveyed retailers currently offer online platforms, with Konzum Plus leading in this area.
In terms of customer retention, 14 retailers have implemented loyalty programmes, with Konzum Plus, Lidl, Kaufland, Studenac and KTC boasting the largest member bases.
Trade Margins
An examination of average gross trade margins across eight key food categories revealed that bakery and confectionery products commanded the highest margin, at 37.9%, followed by fresh fruit and vegetables, at 29.8%.
Most categories, including meat and meat products, milk and dairy products, non-alcoholic beverages, and basic food products, saw a slight increase in their average gross margins, compared to 2023.