Traditional trade and specialised stores hold significant market share in the Baltics

Lithuanian, Latvian and Estonian households leave more than half of their consumption expenses in modern trade chains. However, modern trade is followed by spending in specialised stores and traditional trade, which is second by turnover retail channel in the Baltic States.

These findings were observed from continuous Baltic Market Insights – BALTMI – research on household consumption in the Baltic States. BALTMI has been monitoring household purchasing habits, and subsequently providing insights about buyer behaviour and expenditure on consumption since 2016.

Based on research data, in the first quarter of 2017, 29% of all household expenditures went to supermarket chains, 17% to hypermarket chains, and 15% to minimarket chains. In the first quarter of 2017, the respective figures were 26%, 21% and 12% in Latvia, and 32%, 23% and 6% in Estonia.

As counterbalance to retail chains leading in the Baltic States, specialised stores and traditional trade in January-March of 2017 ranked second in terms of household expenditure. Lithuanian households left 15% of their consumption budget in traditional and specialised stores, and over 18% in Latvia and Estonia.

Different categories in traditional trade and specialised stores hold different penetration. For example, these stores generated over 30% of turnover for beer category, 29% for CSD and nearly 13% for water category in the January-March period of this year.

Meanwhile, Lithuanian households spent nearly 3% of their FMCG expenditure online, and left 3% of their expenditure in open markets.