A new study reveals striking differences in the grocery shopping patterns of consumers in Slovenia, Croatia and Serbia.
According to a survey conducted by Mediana Market and the Media Research Institute, Serbian shoppers visit stores the most frequently, with 36% buying goods daily. In contrast, Slovenes and Croats shop less frequently, with the majority only going two or three times a week.
Only 7% of Slovenians and 15% of Croats shop daily.
Supermarkets are the preferred primary place for grocery shopping for most consumers in all three countries, although reliance on supermarkets varies by country: Slovenia has the highest proportion of people who use supermarkets at 88%, followed by Croatia at 83%.
In Serbia, 65% of the population shops at supermarkets, with a stronger preference for local stores, markets and butchers than in neighbouring countries. Additionally, Croatian consumers tend to frequent bakeries, with 40% saying they do so regularly.
Grocery shopping priorities
Jerica Urbancic Meni, director of strategic partnerships and marketing at Medina, highlighted key differences in grocery shopping priorities across the region.
Slovenes value product quality, freshness and convenient store location. Freshness is also important for Croats and Serbs, but low prices are a common concern. However, Croats attach more importance to promotional offers and Serbs attach more importance to store location.
Slovenian consumers are much more likely to decide where to shop based on convenient parking, past experiences, environmental credentials and loyalty cards.
In Slovenia, Croatia and Serbia, leaflets remain the main source of product information: Slovenes and Croats primarily receive leaflets in their letterboxes, while Serbs collect them from stores.
In Slovenia and Serbia, flyer campaigns often complement TV and radio advertising. Slovenians prefer retailer apps to gather information, while Croats tend to rely more on online sources. Moreover, the survey found that the internet is an important source of product information for Serbian consumers.
The annual Mediana TGI Adria survey polled more than 17,000 consumers in Slovenia, Croatia and Serbia.
