Although Metro did not win in any of the cities in November 2020, it also never fell below third place in the most competitive cities, scoring two seconds and two third places. Despite the fact that it positions itself as a wholesale chain of supermarkets, it looks very good in competition with retail competitors. Metro Cash & Carry is indeed a regional leader in terms of performance. These unstable results suggest that Auchan lacks consistency and continuity in managing produce departments even within one country. It has also not performed well in Kyiv in the past and it’s lead in November 2020 came as a surprise to many. In addition, Auchan’s performance in Odesa was also very poor compared to its competitors. Also, while Auchan performed better than others, its produce department in Dushanbe was not one to be proud of. It is hard to count it as a success in Dushanbe, however, as there were only three supermarket chains in the capital of Tajikistan. Only one network Auchan became a leader in two audit cities: Kyiv and Dushanbe. Now let’s see how successful these supermarket chains were in the region’s produce trade in November 2020. However, the entire business of the Billa chain was bought out by a relatively young Ukrainian supermarket chain with foreign investments operating under the Novus brand, which means that the Billa brand will cease to exist in our region in the near future. Most of the other supermarket chains operated either only in one of the audit cities or were also represented in one of the cities of the same country, which indicates a low penetration rate of supermarket chains.Īlso, two more international supermarket chains operated in the region, which was present only in one of the EastFruit countries: Kaufland (Moldova) and Billa (Ukraine). Two more Ukrainian supermarket chains that operated in neighbouring Moldova were Furshet and Velmart. However, these are not international chains. Two Ukrainian chains were operating in all three cities of the audit – Silpo and ATB. Thus, in our next audit, Carrefour will be represented in two countries just like Auchan and Metro, but it will be less represented in terms of cities. Both networks were represented in two of the five EastFruit countries.Ĭarrefour at the time of the audit had only one store in Tbilisi but opened one a few weeks later in Tashkent. Moreover, in three of them, these networks competed directly – all of them in Ukraine. The most represented supermarket chains in the cities of our audit were Auchan and Metro Cash & Carry, whose stores operated in four out of eight cities. One of the chains in 2020 had to close this department altogether as bazaars were simply much more competitive and appealing to consumers. However, the retail business in Tajikistan struggled with produce departments. The least developed was the retail food business in Tajikistan where only a few chains operated, including one international.
Georgia is still in third place, but it may be overtaken by Uzbekistan where foreign investors are now actively planning to enter. Retail trade was also actively developing in Moldova, where many local, two international, and several foreign chains competed. Many of them had national coverage, including small towns with a population of 10,000 or more. The most developed and competitive food retail market was in Ukraine where many international, foreign, and local chains operated. The same methodology was applied on every visit, which helps for very accurate benchmarking of the results. The cities where the audits were carried out: Kyiv, Odesa, Dnipro, Chisinau, Tbilisi, Tashkent, Dushanbe, and Khujand.
On November 24-25, 2020, the EastFruit auditors visited 151 stores, which represented 46 supermarket chains in 8 cities of 5 countries: Ukraine, Moldova, Georgia, Uzbekistan, and Tajikistan. Some chains are looking for the cheapest product on the market, while others search for the best quality premium products and the EastFruit team determines it. They are also a very important tool for farmers and wholesalers in helping them to understand which supermarket chains are at risk and which chains, on the contrary, are actively developing.Īlso, thanks to the EastFruit retail audit, fruit and vegetable suppliers can determine a more suitable chain to work with based on it’s positioning. Retail chains and investors closely watch the results of these audits. The EastFruit team conducts independent audits 3-4 times a year of fresh produce departments in supermarkets of Ukraine, Moldova, Georgia, Uzbekistan, and Tajikistan (countries of the EastFruit project).
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