Konzum Still Largest Retailer in Croatia, But With Lower Market Share

Total Croatia News

Croatian Competition Agency announces latest retailer data.

With the market share of 20 to 30 percent, Konzum is the most important retailer in Croatia, followed by Lidl and Plodine with a share of between 10 to 20 percent, while the share of 5 to 10 percent was achieved by Kaufland, Tommy and Spar, according to the results of retail market research for Croatia in 2015 conducted by the Croatian Competition Agency, reports Večernji List on November 10, 2016.

The revenue of all companies surveyed in 2015 amounted to 33.1 billion kuna, which means that compared to 2014 the total retail market grew by 4.5 percent, or 1.43 billion kuna. By comparison, the growth in 2014 compared to 2013 was only 118 million kuna or insignificant 0.37 percent. Also, in 2015, the top ten retailers (Konzum, Lidl, Plodine, Kaufland, Tommy, Spar, Billa, Studenac, KTC, NTL) together had total income in the amount of 27.3 billion kuna, an increase of 6.3 percent compared to 2014.

In 2015, Konzum achieved revenue growth and is still the most important retailer in Croatia, but its market share, which is an aggregate market share of Konzum and Mercator-H, decreased from 30-35 percent in 2014.

This is the first time that NTL was placed in the “top 10” retailers, with a market share of less than five percent.

When revenues are compared with 2014, a significant, double-digit revenue growth in 2015 was achieved by Spar, NTL, Plodine, Lidl, Tommy and Studenac. In the group of 10 largest retailers, Spar had the highest growth.

The structure of the total retail market in 2015 shows a further reduction of asymmetry, which is the difference between the first (Konzum) and the second retailer (Lidl). Lidl has increased its market share, as well as Kaufland, which are both members of the Schwarz group and therefore they represent the most important competitor to Konzum. These two retailers in 2015 achieved for the first time a combined market share of more than 20 percent.

Of the total revenue generated from retail sales in Croatia in 2015, Zagreb represents the share of 19 percent, Split-Dalmatia County 13.1 percent, Primorje-Gorski Kotar County 9.2 percent, Istria County 6.9 percent, Zagreb County 6.3 percent, Zadar County 6.1 percent, and Osijek-Baranja County 5.2 percent.

The largest number of chain stores is present in Zagreb (18 different retailers), followed by Zagreb County and Primorje-Gorski Kotar County (17) and Varaždin County (16). The smallest number of retailers was active in Dubrovnik-Neretva County and Lika-Senj County (6).

A positive feature is the success of regional and local retailers, which in 2015 recorded an increase in income and market shares. At the local or regional level, most prominent retailers are Studenac, Lonia, KTC, and Djelo.


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