Grocery Retail Market Research: Turnover Rise – Konzum plus and Studenac Lead

The Croatian Competition Agency (CCA) conducted grocery retail market survey (including food, beverages, toiletries and household supplies), in the Republic of Croatia in 2024. The survey covered 41 companies whose turnovers make them the most significant players in the grocery retail market.

Compared to 2023, the 2024 sample did not include three retailers: La-Vor Trade and Decentia, acquired by Studenac, and TP Varaždin, acquired by the Narodni trgovački lanac (NTL). However, the qualitative and quantitative indicators of sales outlets previously operated by La-Vor Trade and Decentia were included through questionnaires submitted to Studenac and NTL, ensuring continuity of market monitoring.

In 2024, the total grocery retail turnover of all retailers in the CCA’s sample amounted to €8.41 billion. This represents a nominal increase of €679 million (8.8%) compared to 2023 turnover of €7.73 billion.
This growth rate, however, slowed compared to 2023, when the turnover grew by €1.07 billion or 16.1%.

The slowdown correlates with a decline in consumer price index growth for “Food and Non-Alcoholic Beverages,” measured by the Croatian Bureau of Statistics. In 2024, this index was 3.9%, compared to 12.7% in 2023. This suggests that inflationary pressures contributed to this nominal turnover growth in 2024.

The number of sales outlets among surveyed retailers reached 5,266 in 2024—126 more than in 2023 (+2.5%). Small shops recorded the largest increase. This growth in outlets was weaker than in 2023 (+144 outlets, +2.9%).

The total net retail floor space reached 1.63 million m² in 2024, an increase of 35,000 m² (+2.2%) compared to 2023. The strongest growth was in supermarkets. The rise was slower than in 2023 (+59,000 m², +3.8%) compared with 2022.

Market Structure and Trends in 2024

• Konzum plus remained Croatia’s largest grocery retailer in 2024, with a market share of [20–30] % and 636 outlets. Its market share declined slightly compared to 2023, though it recorded a single-digit turnover growth.
• Schwarz Group members (Lidl and Kaufland) continued their turnover growth: Lidl’s market share was [10–20]%, Kaufland’s [5–10]%, for a combined [20–30]%. Both recorded single-digit growth, but the group’s overall share slightly decreased versus 2023.

It should be emphasized here that Konzum plus market share, as well as all other retailers’ market shares, are shown as a percentage range since they were marked as business secrets by the retailers themselves.

Out of 41 grocery retailers, 35 recorded turnover growth in 2024.

• The largest nominal turnover rise came from Konzum plus and Studenac (both over €100 million).
• Lidl ranked third, followed by Plodine, Spar, and Kaufland (each +€50–100 million).
• NTL, Tommy, Eurospin, and KTC followed (+€20–50 million).
• Regional retailers with notable increase in 2024 were: Boso (+€10–20 million), Ribola, Djelo Vodice, Trgovina Krk, Bakmaz, NewMIP, and Slavonija Bošković (+€5–10 million).

Studenac remained Croatia’s largest retailer by outlets (1,411), mostly small shops and convenience stores.

The Top 10 retailers in 2024 were: Konzum plus, Lidl, Plodine, Spar, Kaufland, Studenac, Tommy, KTC, NTL, and Trgovina Krk.

• NTL entered the top 10, rising to ninth place.
• Studenac and NTL recorded the largest market share gains, followed by Plodine and KTC.
• Double-digit turnover growth was recorded by NTL, Studenac, KTC, and Plodine.
• Regional double-digit growers included Slavonija-Bošković, Boso, Bakmaz, Ribola, Prehrana Trgovina, Djelo Vodice, Dergez, and PPK Bjelovar.

Market Concentration Indicators

In 2024 asymmetry between the leader in the market Konzum plus and its second rival Lidl sightly rose.

• Whereas CR10 (top 10 retailers’ share) rose from 86.7 in 2023 to 87.8 in 2024, driven mainly by Studenac and NTL’s growth, less by Plodine and KTC growth,
• CR5 (top 5 retailers’ share) slightly decreased from 66.4 in 2023 to 66.3 in 2024. There has been a slight change in the first five rivals (Konzum, Lidl, Plodine, Spar, Kaufland) as well as the change in the respective market shares and the “distribution” of market shares in 2024 compared with 2023.
• Herfindahl-Hirschman Index (HHI) amounted to 1,409 in 2024 (1,408 in 2023), showing that the grocery retail market in Croatia remains unconcentrated and relatively competitive.

Regional and Local Market Changes

• Turnovers increased in all 20 counties and the City of Zagreb, as in 2023.
• Highest turnovers: Zagreb (€1.4b), Split-Dalmatia (€1.1b), Primorje-Gorski Kotar (€717m), Istria (€646m), Zadar County (€574m), Zagreb County (€557m), Osijek-Baranja (€447m).
• The City of Zagreb had the largest nominal growth (+€109m, +8.3%), followed by Split-Dalmatia County (+€84.6m, +8.2%), Zagreb County (+€52.2m, +10.3%), Zadar County (+€52m, +10%), and Osijek-Baranja (+€44.3m, +11%), compared with 2023.
• About two thirds or 65% of all turnovers were concentrated the City of Zagreb and six counties (Split-Dalmatia, Primorje-Gorski Kotar, Istria, Zadar, Zagreb County, and Osijek-Baranja County), almost continuing the trend from 2023.

Retail leadership shifts by region:

• Plodine became the top retailer in Lika-Senj and Zadar, in addition to its lead in Primorje-Gorski Kotar and Istria.
• Konzum plus led in the City of Zagreb and five counties (Zagreb, Krapina-Zagorje, Varaždin, Karlovac and Osijek-Baranja County).
• Lidl became leader in Virovitica-Podravina, while KTC took Koprivnica-Križevci (its home county).
• Kaufland retained Brod-Posavina and gained Požega-Slavonia County.
• Plodine ranked first in its home Primorje-Gorski Kotar County and in Istria County. For the first time, it has also taken the leading position in Lika-Senj County and Zadar County.
• Studenac led in Dubrovnik-Neretva and Bjelovar-Bilogora County.
• Tommy led in its home Split-Dalmatia and Šibenik-Knin County.
• KTC was the largest retailer in Koprivnica-Križevci County, while NewMip was the leading grocery retailer in Sisak-Moslavina County. Boso remained the leader in Vukovar-Srijem County. Trgovina Krk was the leading grocery retailer in Međimurje County (former Metss outlets).

Cities of Split, Rijeka, Osijek:

• Split: Tommy led, Lidl second; Studenac had the most outlets (48, mostly small shops).
• Rijeka: Spar led, Plodine second. Brodokomerc Nova had 30 outlets until Tommy acquired it in October 2024.
• Osijek: Konzum plus led, Spar second; NTL had the most outlets (33 small shops).

Store Types

• Supermarkets remained dominant, generating €4.4b (+9.7%) compared with 2023.
• Hypermarkets: €1.66b (+6.4%) compared with 2023.
• Self-service stores: €1.62b (+7.1%) compared with 2023.
• Small shops: €731m (+12.6%)—the fastest-growing format.

Supermarkets and hypermarkets together accounted for 72% of turnovers (same as 2023).
By number of outlets: self-service stores (41.3%), small shops (39.9%), supermarkets (15.9%), hypermarkets (2.9%).

Supermarkets remain the dominant type of a retail outlet

The survey results showed that in 2024, supermarkets generated the highest turnover in the grocery retail market in Croatia, amounting to €4.4 billion. Compared to 2023, this represents an increase of about €390 million, or a growth rate of 9.7%.

They were followed by hypermarkets, which in 2024 achieved a turnover of €1.66 billion, an increase of €99.5 million compared to 2023, i.e., a growth rate of 6.4%.

Self-service stores generated just under €1.62 billion in turnover in 2024, with an increase of slightly more than €108 million compared to 2023, representing a growth rate of 7.1%.

Small shops achieved a total turnover of €731 million in 2024, an increase of €81.6 million compared to 2023, i.e., a growth rate of 12.6%. This was also the highest percentage growth recorded among all four outlet types.

Supermarkets as an outlet type continue to dominate the sales structure both in terms of turnover and net sales area. In 2024, grocery retail trade was strongly concentrated in supermarkets and hypermarkets, since more than two-thirds—specifically 72%—of total turnover in the grocery retail market (the same as in 2023) was generated in supermarkets (52.3%) and hypermarkets (19.7%). The structure changed slightly compared to 2023: in 2024, supermarkets accounted for 0.5 percentage points more turnover, while hypermarkets accounted for 0.5 percentage points less.

Looking at the total number of outlets by type, in 2024, as in 2023, self-service stores had the largest share—41.3%—followed by small shops (39.9%), supermarkets (15.9%), and hypermarkets (2.9%).

Self-service stores recorded a slight decrease in the number of outlets in 2024, while in 2023 no outlet type recorded a decline.

By net sales area, supermarkets still held the largest share in 2024, accounting for 49.6% of the total, and this share continued to grow. They were followed by hypermarkets with 21.3%, self-service stores with 21.2%, and small shops with 7.9%.

Compared to the previous 2023 survey, in 2024 hypermarkets overtook self-service stores as the outlet type with the second-largest share of net sales area.

Self-service stores recorded a slight decline in net sales area in 2024, while in 2023 no outlet type recorded a decline.

Online sales and loyalty programmes

• Online grocery sales remained marginal. Only seven retailers sold online in 2024, with no newcomers. No new retailer has generated turnover on its own platform.
• Konzum plus generated the largest share of online turnovers.
• In 2024 Studenac partnered with Wolt for delivery.
• Loyalty programmes: 14 retailers used them in 2024, in the number of members led by Konzum plus, Lidl, Kaufland, Studenac, and KTC. Regional standouts: Robin and Dergez (NTL).
• The Hatch! loyalty programme is based on the HATCH! card or a free mobile application, and it is used by Jadranka Trgovina in cooperation with its partner Login d.o.o.

Gross Margin

As in 2021, 2022 and 2023, CCA tracked average gross margins for eight categories of products:

• Meat & meat products: 24.3%
• Poultry & eggs: 23.5%
• Bakery (bread, pastries): 37.9%
• Milk and dairy products: 22.2%
• Fresh fruit & vegetables: 29.8%
• Soft drinks & water: 26.3%
• Confectionery (biscuits, chocolate, candies): 32.2%
• Basic foodstuffs (flour, sugar, rice, noodles, edible oils etc.): 27.2%

The margins were highest for bakery and confectionery, followed by fruit and vegetables. Compared to 2023, margins rose slightly in six categories and fell slightly in poultry/eggs and fruit/vegetables.

When comparing average gross margins in 2024 with those in 2023 for the eight observed product categories, the research results show that in six categories there was a slight increase in the average gross margin (meat and meat products, bakery products, milk and dairy products, soft drinks and water, confectionery, and basic foodstuffs), while in the remaining two categories there was a slight decrease in the average gross margin (poultry and eggs, fresh fruit and vegetables).

It should be additionally noted that certain food products, which were included in the observed categories examined by the CCA in 2024, were subject to the Decision on direct price control measures for individual retail products, OG 107/23, which entered into force on 18 September 2023. The list of products covered by this Decision was expanded to 30 items and included, in addition to food products, a smaller number of non-food products.

Therefore, this should be taken into account when interpreting conclusions about retailers’ average margins for individual product categories.

Furthermore, as of 7 February 2025, a new Decision on direct price control measures for individual products and categories of retail products, OG 17/25, entered into force. This Decision sets the maximum price levels for certain products and product categories in retail trade to prevent the negative effects of price changes and to eliminate harmful consequences in the market regarding the supply of consumers with certain products in retail trade in the Republic of Croatia, covering 70 products in total. With this Decision, the list of products was expanded to include 40 new items.

Territorial supply constraints (TSC)

The CCA expanded its 2024 research to include potential supply restrictions. The undertakings in the sample were asked an additional question to state whether they had directly or indirectly encountered and/or had knowledge of business practices involving territorial supply constraints (TSC), which have a negative impact or represent a restriction in the procurement of goods.

The questionnaire included an indicative list of unilateral practices and agreements that may constitute territorial supply constraints, in order to give the surveyed undertakings a clearer picture of what such practices might involve.

The indicative list of agreements and unilateral practices that may constitute territorial supply constraints included, for example, the following: refusal to supply in order to prevent exports, deliberate product differentiation by language or packaging, price increases for export products, restricting sales to certain retail customers, and other such practices.

The majority of retailers who participated in the survey, 39 of them, stated that they had not encountered practices involving territorial supply constraints. Two surveyed undertakings clarified certain facts regarding specific business practices of territorial supply constraints that had occurred in the common market. This referred to an example of territorial supply constraints as a form of restriction within the EU’s single internal market by suppliers, as established in the European Commission’s decision in case AT.40632 – Mondelez Trade Restrictions, dated 23 May 2024. They expressed support for efforts by the competent authorities to identify such practices and to restrict their application.

The full version of the CCA Groceries Retail Market Inquiry for 2024 in the Croatian language is available on the CCA website: https://www.aztn.hr/ea/wp-content/uploads//2025/09/Godisnje-izvjesce-2024.-FINALNO-07072025docx.pdf