Mediana has found that residents of Slovenia and Croatia most often buy groceries in large retail chains, while residents of Serbia shop daily and more frequently in local stores, butcher shops, and markets.
The results are part of the Mediana TGI Adria study, which the Institute for Market and Media Research Mediana conducts annually on a sample of more than 17,000 residents of Slovenia, Croatia, and Serbia.
Slovenian Consumers Shop Twice a Week, Serbian Every Day
Janez Jereb, director of the Mediana TGI research, says: “The results show that consumers in the three countries surveyed differ significantly in the frequency of grocery shopping. In Slovenia, only 7% of buyers shop daily, while in Croatia, this percentage is 15%, and in Serbia, as much as 36%. Most residents of Slovenia shop for groceries 2 to 3 times a week, similar to Croatia.”
Residents of Slovenia and Croatia Shop More Often in Supermarkets, Residents of Serbia in Local Stores, Butcher Shops, and Markets
In all countries, the highest percentage of consumers shop in larger stores, namely supermarkets. The highest percentage (88%) of such consumers is in Slovenia, followed by Croatia (83%). In Serbia, only 65% of the population shop in supermarkets, and they shop more frequently in local stores, markets, and butcher shops than residents of Slovenia and Croatia. Mediana also found that more Croatian consumers shop in bakeries (40%).
Slovenian Consumers Prioritize Quality and Freshness of Products
Jerica Urbančič Menih, director of strategic partnerships and marketing, emphasizes that there are clear differences in the importance of factors when buying groceries: “In Slovenia, among the most important factors are product quality, food freshness, and store location. Freshness is also important to Croatian and Serbian consumers. Both also consider low prices important. In Croatia, special offers are additionally valued, while residents of Serbia further appreciate the location of the store.”
Slovenian consumers are much more likely to base their shopping decisions on convenient parking, previous experiences, ecological certifications, and loyalty cards.
We All Look for Information on Offers in Flyers
In all three countries, most shoppers obtain information about offers from flyers—in Slovenia and Croatia from flyers received in mailboxes, and in Serbia from flyers received in stores. In Slovenia and Serbia, flyers are followed by advertisements on television and radio. In third place in Slovenia are retailer apps, and in Croatia, online information. The internet is also very important for residents of Serbia.
