The majority of the public, or 72.5%, do their daily shopping in supermarkets, according to the latest “Maxima Retail Compass” industry overview. At the same time, those living in Riga between the ages of 25 and 44 are more likely to use hypermarkets and online stores, while the most active users of smaller, residential-area stores are those living in the Vidzeme region (54.2%).
When evaluating where to shop, men are more likely to choose hypermarkets (42.0%), visiting them with their family; or smaller residential-area stores (41.4%), where daily necessities can be bought quickly and conveniently. Meanwhile, from all online grocery store users, women with four or more family members are the most active (28%).
Zane Kaktiņa, Head of Business Analytics for “Maxima Latvija”, explains: “In the past two years, consumer habits regarding store choice for the majority of their regular shopping has changed significantly. The largest growth in popularity has been for smaller, residential-area stores, where 40.6% of the public shop regularly (an increase of 7.2% compared with 2017). The hypermarket segment also saw significant growth in this period (5.5% growth compared with 2017). This growth was encouraged by the increasing number of stores in both segments. Following consumer habits, “Maxima Latvija” has opened five new XX and XXX-format stores over the past two years, as well as six new smaller-format “Maxima Express” stores.”
As Kaktiņa adds, the number of people who buy their daily necessities online has also grown significantly. In this segment, the proportion of consumers has grown by 60% in two years.
About “Maxima Retail Compass”:
The “Maxima Retail Compass” is a comprehensive industry overview in which experts from the retail chain “Maxima Latvija” give their opinion on the current situation in the retail industry and its future development trends. The overview is based on “Maxima Latvija” data, in addition to support from the best researchers from the SKDS market and public opinion research company, and data from the Central Statistical Bureau of Latvia, Eurostat and other sources. The survey on the beverage industry has been done in collaboration with the “Valmiermuiža” brewery.
The survey was undertaken in collaboration with the market and public opinion research company SKDS in April 2019. 1,005 respondents between the ages of 18 and 75 took part.
Information to the media:
Liene Dupate-Ugule
Head of Communications, SIA Maxima Latvija
Tel.: 26425420
E-mail: liene.dupate@maxima.lv
