Grocery Retailers in Estonia - New Study Released

From: Fast Market Research, Inc.
Published: Mon Mar 14 2016

Very dense competition between grocery retailers intensified in 2015, resulting in greater price wars. One example of this has been category-specific discounts. Although the situation upsets manufacturers by resulting in lower profit margins, it has been pleasing consumers and enlivened consumption. Along with some improvement in disposable incomes, grocery retailing continued to see healthy growth in 2015.

Competitive Landscape

Estonian grocery retailing continues to remain quite fragmented amongst four top players. ETK Group maintained its leading position with a value share of 19% in 2015. The player has established remarkable outlet coverage across the country, with the number of outlets being nearly three times higher than that of its main competitors. In comparison with other leading players, ETK Group is quite active in rural areas in addition to urban areas. Still, in value terms, ETK Group is closely followed by Maxima Eesti, which accounted for a value share of 18% and Selver, which held a value share of 17% in 2015.

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Industry Prospects

The prevalent strategy of grocery retailers ??" providing a wide selection of goods with attractive prices ??" will be the most crucial in coming years as well, as the narrow consumer base will continue to make it extremely difficult for players to differentiate strongly from competitors and maintain their position amongst leaders. This will, in turn, amplify the competition and make the situation and continuing need for growth more complicated for players whilst the consumer base keeps gradually diminishing. After all, although expected improvement in disposable incomes may fuel the purchasing power, the per capita consumption has its limits and cannot grow endlessly. Improving social and environmental responsibility will become a greater issue in coming years. In an environment of dense competition, this could help to improve a brandís image. Besides, negative actions/events will more easily reach a wide audience as online media eagerly picks up consumersí complaints. One of the approaches to boost responsibility might be diminishment of food waste by giving it to people who struggle to feed themselves. For example, Rimi Eesti Food has been using such an approach and cooperates with the Estonian Food Bank. By purchasing from socially/environmentally responsible chain, consumers feel that they have done a good deed.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Grocery Retailers industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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