The story of store formats is a story about consumer habits and needs… 

… and this story can help retailers decide how to format, arrange and fit their stores. 

Have you, whether as a retailer or as a customer, noticed that the term "retail landscape" has become common in the Serbian language? Borrowed from English, this term aims to describe all the factors and constant changes that define the retail sector, trends, consumer behavior, needs and habits, and their offerings.   

What does the retail landscape look like in Serbia? 

The answer to this question is provided annually by the Shopper 360° study, authored by GfK and YouGov. Among other things, it examines store formats in Serbia, their share in the overall picture, and the factors that influence the prevalence of different formats. 

Here’s what Shopper 360° reports regarding retail formats:    

• Hypermarkets, large stores with a comprehensive range of products, including food, non-food, clothing, and electronics, account for 8% of the market in Serbia. 

• Supermarkets (medium-sized stores with a wide range of food and non-food products) are the most represented, with a 28% share in the total retail system of Serbia.   

• Discount stores represent 12% of Serbia's retail outlets. They offer products at lower prices, often with a smaller selection of brands.  

• Drugstores (stores selling cosmetics, pharmaceutical products, and household items) make up 4%. 

• Mini markets, small stores with a limited assortment focused on basic needs and quick shopping, constitute 20% of the country's total retail market. 

• Traditional small local stores offering essential products such as newspapers, cigarettes, and beverages comprise 16% of Serbia's retail system.   

• Specialized stores, focusing on specific or thematic product categories such as electronics, clothing, or pets, are represented with 9%.  

 What is the future of hypermarkets?   

The answer to this question will come with time, but it is a fact that hypermarkets have a declining trend when it comes to their share in the FMCG market in Serbia. Regarding the trend compared to the previous period, the presence of supermarkets, discount stores, and mini markets is stable, and these formats manage to build large customer bases.

Top retail banners growth drivers:   

Factors that have determined the lesser share and fewer visits to hypermarkets can also be recognized based on personal experiences, but here are some formal conclusions: 

• The imperative of quick shopping – the modern consumer desires a fast passage through the store, minimal time spent at the checkout, and maximum time savings; 

• The rise of online shopping has led consumers to purchase non-food products online, thereby avoiding carrying heavier or bulkier items; 

• Demographic characteristics indicate that in urban areas, people have less space for storing and keeping food and products, making smaller but more frequent purchases the optimal option; 

• Specialized stores (for organic food, delicacies, etc.) offer a particular shift, better product quality, and more dynamic customer relationships - advice, recommendations, etc.   

And online shopping?  

One counterbalance to the decline of hypermarkets is undoubtedly the share of purchases made through online retail chain services, which accounts for 10% of the total number of transactions in Serbia. With their accelerated development and improvements, digital shopping platforms have become a special front where retailers invest work, time, and resources. 

The reason? Aware that the customer experience is the decisive factor in any market competition, retailers strive to use the latest technologies to give the digital experience a "human face" and respond to all modern consumer demands. 

What do we learn from the retail market landscape?  

To make the best possible decision about your store's format as a retailer, you must be aware of the context and the broader market picture. In this, as well as in concrete decisions for planning, designing, arranging, and equipping your store, you have a reliable and competent partner in us. The options for cooperation with us are numerous, and contact is simple. We are here in a flash - just say retail landscape!