Amid cooler temperatures compared to last year, with fewer hot periods, this summer did not see sales peaks for beverages, ice creams or air conditioning units in hypermarkets, but major chains are still content with the upward trend of the domestic market.
For Real hypermarkets operated by Germany's Metro group, the past two or three months have brought sales in line with the annual average. The network's representatives say they expect sales peaks in the periods preceding major holidays. Compared with the 2007 summer, the biggest sales increases in the company's stores were registered for products such as wine, fresh foods, office supplies and footwear, with over 50% sales advances.
In Carrefour hypermarket network, the highest increases of this summer against the annual average of 2007 were registered by LCD and plasma TVs and laptops.
"The customer flow tends to shrink, especially in August. This is, however, offset by the rising average basket," says Andreea Mihai, marketing manager of Carrefour Romania.
In his turn, Tjeerd Jegen, managing director of Real Hypermarket Romania, states the sales slump owed to the holiday period can be felt differently by the existing networks depending on their location.
In the stores part of Auchan network, operating the biggest hypermarkets on the market in terms of retail area, ice cream is the "star" product this summer, too.
"Ice cream boasts the biggest increase, with almost 250% in May-August compared with February-April. Next come air conditioners, with almost 50% and beer with almost 30%," states Mariana Dragan, communications manager of Auchan Romania. However, Auchan data shows air conditioners posted a slight decrease during May-August 2008 period in terms of the number of stores.
In late June, there were 76 hypermarkets operational on the domestic market, whilst Kaufland boasted the most extensive network, 34 stores.
In the first half, discount store networks outpaced hypermarkets, but hypermarket networks will expand at a faster rate in the second half of 2008, when around 15 such stores are expected to open.
"The hypermarket segment will continue its upward trend this year, consumers are becoming more sophisticated and market segmentation is ever more visible," considers Jegen.
Modern store formats weighed 39% in Romanian trade last year, according to GfK data.
Pentru alte știri, analize, articole și informații din business în timp real urmărește Ziarul Financiar pe WhatsApp Channels
