The forecast growth of discounters is set to remain positive, with new openings in the country and a strong share of private labels within total products, attracting consumers. Diminished purchasing power across the very early forecast period due to the continuation of high inflation will increase consumer attendance for discounters.
Except for Auchan Discount, which benefits from the support of Auchan Romania, the strength of top players Lidl and Penny and their solid, established positions make it hard for new chains to enter. This is especially the case due to uncertainties surrounding inflation and the level of income, which will continue to persist over the first years of the forecast period.
The launch of Auchan Discount in Romania came during high inflation, and its pressure on available incomes is strong, leading to a continuous rush for promotions and low prices. However, according to the executives of the company, the future of Auchan Discount is yet to be confirmed, as more time is needed to test the model, which is new for the entire retail group.
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Understand the latest market trends and future growth opportunities for the Discounters industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See All of Our DefinitionsThis report originates from Passport, our Discounters research and analysis database.
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