Romanian Retail Environment
With the occasion of Romania's National Day here is an overview of the retail environment in Romania with an emphasis on food and beverage.
Profi has the largest number of stores and coverage of the Romanian market. However, terms of sales Lidl, Kaufland and Carrefour are leaders in the Romanian market.
In the past 10 years Lidl has become the top choice of middle class Romanians living in the urban. Due to its numerous stores that are spread all over metropolitan areas, at very competitive prices, having its own private label and a unique assortment that can be found only in Lidl supermarkets, along with limited edition products and even having a program of “international culinary week”, Lidl managed to exceed customers' expectations in terms of product ranges, diversity and costs. Moreover, loyal customers that own customer cards, receive extra discounts at the cash register.
Carrefour, a well know retailer in the European market made it's mark in Romania as well through a wide store selection and by building trust through quality, diversity and occasional price cut offs, especially during holidays.
Auchan format in the Romanian market is similiar to a department store where about half of the space is occupied by food and beverage, with a wide produce selection, while the other half consists of electronics, general merchandise, health and beauty and clothing items. Auchan has everything you would need from vacuums to groceries, party planning items, gifts, garden items, cleaning, personal care and much more. Auchan differentiates itself through large product selection, wide assortment in fresh food department as well as a delicious, prepared foods area.
Mega Image is the first choice of Romanians living in urban areas when it comes to stores and minimarkets within the proximity of their homes. It is more pricey in comparison to the regular supermarkets and hypermarkets however, their own label is highly accessible and offers a great variety of products. In terms of fruits and vegetables, these are both local and imported while the deli area has mainly a local meat and dairy assortment. Mega Image differentiates itself among the convenience stores through the high number of stores and a wide range of organic and free from products (no sugar or gluten free). They also have ready meals and one even can make its custom made salads or sandwiches with ingredients by his choice.
With 93 stores, Annabella is one of the few 100% owned Romanian retailer in the market.
Diana, another Romanian owned retailer, has 58 stores and mainly specializes in meat products, occupying an important place among the 100% Romanian meat producers.
With less stores but high volume sales, Metro and Selgros are membership only club stores that allow bulk purchases.
Although present in the market for almost 20 years, Cora has seen little growth in term of store numbers and has limited presence in the Romanian retail sector with only 17 stores.
It's interesting how the retail sector evolved in Romania over the past 15 years and continues to innovate every day providing Romanians a wide selection of local and international products.
