Combera Group

Austria

Population:

8,504,000

Population density:

101.4

Working population:

3,737,000

GDP/Capita:

€35,343

Retail sales per square meter:

€30

Purchase power:

€21,300

Percentage of retail space in stores above 1000 sm:

25%

Smartphone penetration:

48%

Big Mac Price:

€3.57

FIFA Ranking:

39

Experienced wellbeing

7.3

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Austria
Commonly associated with waltzing, skiing and being the birthplace of Wolfgang Amdeus Mozart, felix  Austria indeed is a happy-go lucky- country. The economic climate is expected to stay a very stable one with optimistic prospects of solid growth. Retail underwent consolidation in the past years. Grocery retail, dominated by Rewe International AG (largest player) and Spar Österreichische Warenhandels GmbH, is rather innovative, testing new formats and store concepts, as well as product portfolios to cater to all needs on the shoppers’ journey and to create lasting shopper experience, effectively playing with multi-channel/omni-channel and social media. Regionality and sustainability are the big key words. Looking at non-grocery retail, health and beauty are the big topic.
 
Flexibility, expertise and in-depth knowhow based on auditing, leads to availability and activation. So if you Think Sales, we should talk. 
 
COMBERA Group’s local partner established operations in 1979, we rely on over 35 years of experience in outsourcing in the Austrian market, covering diverse channels like grocery, beauty care, DIY, convenience and HoReCa. The prosam COMBERA Marketstore even lets us put the e into commerce. Together with German COMBERA Gmbh and COMBERA Swiss Ag in Switzerland, prosam constitutes a strong AGS region.
 
Herzlich Willkommen.
 
 

 

Belarus

Population:

9,457,000

Population density:

46

Working population:

5,000,000

GDP/Capita:

€12,127

FIFA Ranking:

89

Experienced wellbeing

5.5

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Belarus
The land of 11.000 lakes still offers lots of opportunities for growth both in volume sales as well as in the number of retail stores. Despite adoption of the heavily discussed new law “On the state regulation of trade and public catering in the Republic of Belarus”, in July 2014, the highly fragmented retail landscape with a high proportion of traditional trade is looking towards a period of consolidation over the coming years. Due to the tough economic climate discounters are the fastest growing channel in Belarus; while Western type supermarkets are comparatively expensive, Belarus consumers turn to any format that positions itself as “discount” or “economic”. In grocery retail Belkoopsoyuz, a cooperation collectively owned by over 100 cooperatives, is by far the largest player, both by number of stores and by number sales, followed by Eurotorg OOO, who position themselves as a soft discounter. While international non-grocery retail stores can be found in the larger cities, cross country from the international retailer side, currently only Finish Kesko Group is in Belarus, operating 10 DIY stores.
 
Despite potential opportunities Belarus for quite a while will remain a tough market. In order to minimize risks, outsourcing is a major option. So if you Think Sales, we should talk.
 
COMBERA Group covers Belarus via our Russian operations, ITM-Group.
 
Sardečna zaprašajem.
 

Belgium

Population:

11,199,000

Population density:

364

Working population:

5,150,000

GDP/Capita:

€38,564

Retail sales per square meter:

€39

Percentage of retail space in stores above 1000 sm:

60%

Smartphone penetration:

34%

Big Mac Price:

€3.89

FIFA Ranking:

5

Experienced wellbeing

6.9

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Belgium
Famous for chocolate and beer, Belgium is also easy to spot from space at night, as highways are illuminated there. Grocery retail is dominated by three major players, who form almost two thirds of the market: Colruyt Group, DelHaize Group and Carrefour, though Dutch-based Albert Heijn just became “retailer of the year” in Belgium. While non-grocery retailers are afflicted strongly by growing internet retailing competition and experience decreasing profitability and volume sales, grocery retailers - especially formats like discounters with their value-for-money attitude and supermarkets - still fare pretty well on that end. Major grocery players focusing on food service and for example own organic brands, might also be an explanation. Due to strict regulation and high fiscal pressure, however, “bricks” are expected to see a flat performance over 2014-2018, both the grocery and non-grocery store-based retailing. 
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk. 
 
COMBERA Group’s local BeNeLux partner has over 25 years of experience in outsourcing and a track-record of improving results for brand manufacturers, retail organizations, B2B service providers and non-profit organization. Field Sales Force, Field Management Software, Brand Activation make for 360° fieldmarketing and sales solutions.  WFM People has offices in Belgium and the Netherlands. The full-service agency visits hundreds of addresses every week, including supermarkets, chemists, electronics shops, catering businesses and a wide range of out-of-home sites.
 
Bienvenue and Welkom.
 
 

Bulgaria

Population:

7,365,000

Population density:

66

Working population:

2,551,000

GDP/Capita:

€12,945

Retail sales per square meter:

€44

FIFA Ranking:

46

Experienced wellbeing

4.2

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Bulgaria
The Black Sea has become a popular holiday destination, and not only for those who are fans of the world famous yoghurt. Almost every major international grocery retail chain is present in Bulgaria. The top three in grocery retailing are Kaufland (hypermarkets), Billa (supermarkets) and Lidl (discounters), while traditional trade experiences decreasing sales. Successful Bulgarian chains are Fantastico (supermarkets) and Technomarket (CE), however Bulgaria still is a distributor driven market.
 
Though the economic situation will still remain difficult in the coming years, with much less foreign investments coming into the country, there is some developments in cross-Balkan hub-approaches, which always include Bulgaria. 
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk.
 
Though COMBERA Group’s local partner Merchandiser Services LTD established business in 2011 only, our local experts have over 20 years of experience in the Bulgarian market, with a background in FMCG, OTC, and with Bulgaria still being a rather distributor-driven market, of course also in distribution, warehousing and logistics.
 
 
Dobre doshŭl.
 
 

Croatia

Population:

4,285,000

Population density:

76

Working population:

1,715,000

GDP/Capita:

€14,778

Retail sales per square meter:

€46

FIFA Ranking:

19

Experienced wellbeing

5.6

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Croatia
Here is where the ultimate accoutrement of business attire, the tie, originated from. While 20% of Croatian GDP is based on tourism, 46% of private spending goes into retail. Especially in grocery retailing Croatia is a pretty consolidated market, with Agrokor dd holding one third of the market being in the lead. International retailers especially from Germany and Austria, also play a significant role. Croatian consumers discover private labels and increasingly shop in discounters (major force has been Lidl).
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk.
 
COMBERA Group’s local partner is Slovenian based PKK COMBERA, who recently set up operations in Croatia. Together with COMBERA Serbia & Montenegro this creates a regional hub for all Adriatics.
 
 
Dobrodošli.
 

Czech Republic

Population:

10,513,000

Population density:

134

Working population:

5,304,000

GDP/Capita:

€15,208

Retail sales per square meter:

€40

Percentage of retail space in stores above 1000 sm:

42%

Smartphone penetration:

42%

Big Mac Price:

€2.7

FIFA Ranking:

28

Experienced wellbeing

6.2

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Czech Republic
Worldwide re-known for its Pilsner beer, the Czech Republic (along with Hungary)  among CE countries is most likely the one with the most evolved modern retail landscape. Basically all major international European grocery retailers - Kaufland Ceska Republika, Tesco Stores CR, Ahold Czech Republic, Penny Market, Lidl Ceska republika, Billa and Globus CR - are present, and combined they account for around two thirds of the total market share in this segment. While the past couple of years in this highly competitive environment one major strategy had been to offer discounts and special prices with lots of couponing activities, the focus recently shifted towards loyalty programs as internet retailing is becoming more and more popular and currently is the best performing category within retailing.
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk. 
 
COMBERA Group`s local partner 4p&p started field marketing 17 years ago and is also operating with a local office in Slovakia. Besides sales forces, merchandising, sales promotion and data collection, strategic and creative concepts are developed including production.
 
Vítejte
 

Denmark

Population:

5,640,000

Population density:

131

Working population:

2,795,000

GDP/Capita:

€46,804

Retail sales per square meter:

€35

Purchase power:

€21,161

Percentage of retail space in stores above 1000 sm:

45%

Smartphone penetration:

59%

Big Mac Price:

€4

FIFA Ranking:

27

Experienced wellbeing

7.8

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Denmark

Despite being the home of Lego, Denmark is not toying around much. After some slower years consumer optimism is picking up. The top two grocery retailers are Coop Danmark (value share of 31%) and Dansk Supermarked (28% of value share), Dragofa with a value share of 12% comes in as number three. The change in retail closing hour regulations by end of 2012 deeply impacted convenience outlets and small grocers, discounters are and will remain the fastest growing grocery retail channel. Danish consumers go hybrid, they care and buy both economy/value for money and premium/luxury. Up to 2018 a moderate growth of retail value sales is expected, both in grocery and non-grocery, though demand for non-grocery is considered to be slower.  Internet retailing is booming.

In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk.

COMBERA Group’s local partner  started its operations in 1996. Aside from outsourced field staff Eventforce does also venuemanagement. Together with Retail House in Norway and Sweden, as well  in Finland, Eventforce builds a regional Scandinavian hub.

Velkommen.

 

Estonia

Population:

1,316,000

Population density:

29

Working population:

693,000

GDP/Capita:

€15,960

Retail sales per square meter:

€43

Big Mac Price:

€3

FIFA Ranking:

81

Experienced wellbeing

5.1

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Estonia
Besides a tradition of song festivals, Estonia historically has always been in intercultural country with international trade relations and today bilateral shopping tourism is highly popular. Grocery retail is still highly competitive, with the major players being Eesti Tarbijateühistu Keskühistu, Rimi Eesti Food AS, Selver AS and Maxima Eesti OÜ, all playing with a variety of store formats from hypermarkets, supermarket, discounters and convenience stores. Internet retailing is the fastest growing retail segment, especially impacting non-grocery retail.
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk. 
 
COMBERA GROUP's partner SORBUM GROUP is operating across the Balticum, covering Latvia and Lithuania as well as Estonia. Availability is achieved by order taking services, merchandising services, logistics of POS material, Activation includes promoter personnel as well as creation and production. Special services include ambient media. There’s is also close cooperation with Finland.
 
Teretulnud.
 

Finland

Population:

5,457,000

Population density:

16

Working population:

2,685,000

GDP/Capita:

€29,370

Retail sales per square meter:

€39

Purchase power:

€19,445

Percentage of retail space in stores above 1000 sm:

65%

Smartphone penetration:

46%

Big Mac Price:

€4.32

FIFA Ranking:

65

Experienced wellbeing

7.4

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Finland
The land of 188,000 lakes and 179,000 islands, in grocery retail is dominated by two domestic companies S Group and Kesko Oyj, who combined have a market share of around three quarters of the value sales. Both groups are enlarging their private label selections and invest in highly popular loyalty programs, as well as new store formats and customer service. To counter rising internet competition, in case of non-grocery driven by international retailers, Finnish retailers –both grocery and non-grocery – have in-depth worked on their own online-strategies. In combination with trendy “bricks”, loyalty programs and customer service, domestics are on their way to omnichannel retailing.
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk.
 
Finland on one side is connected to our Scandinavian hub with Retail House in Norway and Sweden, as well as Eventforce in Denmark, on the other side the Finns deeply connect with COMBERA Group's operations in the Baltics. 
 
Tervetuloa.
 

France

Population:

66,616,000

Population density:

116

Working population:

29,940,000

GDP/Capita:

€29,485

Retail sales per square meter:

€39

Purchase power:

€19,565

Percentage of retail space in stores above 1000 sm:

77%

Smartphone penetration:

42%

Big Mac Price:

€4.1

FIFA Ranking:

9

Experienced wellbeing

6.8

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France
Vive la evolution, France is facing step-by-step changes in the retail landscape. While in the past hypermarkets had been the dominating format at home as well as the most successful export model of French retailers to other countries, challenged by rising internet sales, supermarkets and convenience type stores (including drive-thru, click and collect models) are on the rise. In a highly consolidated grocery retail landscape, with the top 10 retailers accounting for over three quarters of the business (the Top 5 sharing 60% of the market), Carrefour SA, ITM Entreprises SA, Galec, Auchan France and Système U Centrale Nationale SA and the like, experiment with technology-driven concepts catering to more convenience. While grocery retail can still rely on French consumers being connoisseurs, willing to spend on quality food, non-grocery retail has been much heavier afflicted by the in general tougher economic outlook. Electronics specialist Darty looks at closing stores to counter decreasing sales.
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk. 
 
COMBERA Group’s local partner has been steadily growing since its foundation in 2008, Optimark today runs  25 dedicated sales teams, manages 95 000 promotion days p.a.and handles 250 000 merchandising hours p.a . With an own business school Optimark is heavily investing in future talents.
 
Bienvenue.
 

Germany

Population:

80,716,000

Population density:

226

Working population:

44,200,000

GDP/Capita:

€33,287

Retail sales per square meter:

€29

Purchase power:

€20,620

Percentage of retail space in stores above 1000 sm:

44%

Smartphone penetration:

40%

Big Mac Price:

€3.86

FIFA Ranking:

1

Experienced wellbeing

6.7

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Germany
The summer fairy tale 2014 was not written by the Brothers Grimm, but by Löw, Lahm, Schweinsteiger and a real team, winning the FIFA world championship for Germany. The retail landscape however is anything but a fair playground, in a highly consolidated market, it’s all rather about winning market shares from competition. Grocery retail is dominated by the “Big 5”, holding a joint market share of 72,8%: Edeka Group (21%), Rewe Group (15,5%), Schwarz-Group (Lidl, Kaufland with 13,2%), Metro Group (12,3%) and Aldi Group (11,2%). With Lidl and Aldi – currently Germany’s most expansive retail format exports – there are two discounters among the major players. Interestingly enough, Edeka and Rewe – due to historical origins – counter discount with rather upgraded and premium super- and hypermarkets (as well as convenience formats), often on the side of their non-affiliated members. These independently managed stores, buying from EDEKA or Rewe and using some concepts and logos, are highly experimental, and close in their own stores and formats to local or regional shoppers’ demands. However, they are not obliged to order any product listed centrally. So there is still a huge demand for sales reps to negotiate on store level. In-depth 
 
Among non-grocery retail beauty, wellness and fitness products saw stronger demand, logically especially drugstores profited from that. Internet retailing is growing strongly, with some locals going public quite successfully.
 
Despite a slightly more uncertain outlook on future economic development, future growth in retail still is expected. Key are multi-channel/omni-channelretailing, regional products, further growing private labels and premiumisation.
 
Flexibility, expertise and in-depth knowhow based on auditing, leads to availability and activation. So if you Think Sales, we should talk. 
 
Germany – within COMBERA Group represented by COMBERA GmbH and COMBERA Handelsservice GmbH - together with Austrian prosam and COMBERA Swiss - makes for a strong AGS region. German COMBERA GmbH was founded 1976 and supports clients with all field marketing activities required to guarantee availability and activation, being local market leader in external sales forces. The COMBERA Advertising Agency is an award winning BTL and 360°-shopper marketing specialist.
 
Herzlich Willkommen.

 

Greece

Population:

10,816,000

Population density:

82

Working population:

4,918,000

GDP/Capita:

€19,831

Retail sales per square meter:

€25

Percentage of retail space in stores above 1000 sm:

44%

Smartphone penetration:

33%

Big Mac Price:

€3.20

FIFA Ranking:

14

Experienced wellbeing

5.8

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Greece

Greek is the oldest language spoken in Europe. This is also the homeland of the oldest democratic system. Athens is one of the worlds oldest city as it was already inhabited 7000 years ago. If we add that the country enjoys a great climate and hosts many of Europe finest beaches then it is probably more than clear why so many people visit this country.

Economically, Greece has a difficult time trying to exit a prolonged recession. Unemployment is around 25% and consumer confidence is low, hence there is no surprise that retail spending has very little room for growth.

While the heavy discounting and promotional activity witnessed within grocery lately resulted in growth rates remaining negative, it did not compare to the level of discounting and the resulting drop in value sales recorded in non-grocery channels. Many consumers are reluctant or unable to reduce their groceries spend any further, while at the same time significant savings were to be made in other areas.

Grocery retailer Alfa-Beta Vassilopoulos took the leading position in value share ranking, taking over from Carrefour-Marinopoulos. Its constant network growth and steady price-oriented marketing strategy were the basic elements for its success.

COMBERA GROUP partner in Greece is Chapter 5.

Kalo̱sórisma.

Hungary

Population:

9,879,000

Population density:

107

Working population:

4,263,000

GDP/Capita:

€16,507

Retail sales per square meter:

€44

Percentage of retail space in stores above 1000 sm:

52%

Smartphone penetration:

34%

Big Mac Price:

€2.9

FIFA Ranking:

54

Experienced wellbeing

4.7

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Hungary

Given the fact that the yearly number of tourists exceeds country’s population there is a good chance that you’ve visited the country already. country has a lot to offer aside from traditional wine, palinka or Unicum.

In recent years, Hungarian retail industry suffered heavily from the prolonged recession. Many businesses were forced to close, while only online retailing was able to demonstrate significant improvements in value sales. The disposable income is on the rise with support from government measures but this trend failed to spark growth in retail sales.

Hungarian customers quickly adopted the concept of internet retailing as convenient shopping is very welcome throughout the country. Based on initial results, Tesco’s recent launch of internet retailing is expected to make online grocery shopping a very popular channel in all parts of Hungary, with other retailers likely to follow suit in order to remain competitive. Sales through store-based specialist retailers channels continue to decline as the performance of internet retailing continues improving.

New tobacco regulations is forcing retailers such as convenience stores, supermarkets, forecourt retailers and independent small grocers to develop new business models to replace missing revenue from tobacco sales.

COMBERA Group operates in Hungary through Lauritzen – a leading agency with a long history, impressive portfolio and a service area that covers creative and digital solutions as well as all types of field marketing activities.

Fogadtatás.

Ireland

Population:

4,610,000

Population density:

65

Working population:

2,161,000

GDP/Capita:

€37,000

Retail sales per square meter:

€35

Percentage of retail space in stores above 1000 sm:

58%

Smartphone penetration:

57%

Big Mac Price:

€3.7

FIFA Ranking:

62

Experienced wellbeing

7.3

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Ireland

U2 and James Joyce are some of the finest exports of Ireland along with Guiness and Kilkenny. Irish people drink on average 131 liters of beer yearly, still not enough to beat the Czech.

The emerald Isle with its “black gold” (no oil, but a much more delicious brew), is slowly recovering from the economic crisis. Yet consumer spending remain weak over the last years as people are focusing mainly on debt reduction and savings. But the challenges facing Irelands retail sector, however, are not being distributed equally across all channels. Grocery retailers are sailing the storm relatively well, recording an overall positive performance.

A strong shift has been recorded towards discounters such as Aldi and Lidl as consumers seek lower prices, without major impact on the much larger channel of supermarkets, where the limited number of operators are keeping prices artificially high.

Musgrave remaines the leading company in Ireland retail ranked ahead of Tesco Ireland and the local player Dunnes Stores.

Musgrave invested heavily to ensure that its retail brands  (Blackrock, Superquinn, Supervalue, Centra) and its private label remain competitive and in line with the consumer trends.

Flexibility, expertise and in-depth knowhow based on auditing, leads to availability and activation. So if you Think Sales, we should talk. For Ireland please get in touch with COMBERA Group headquarters.
 
Fáilte Roimh.
 

Italy

Population:

60,783,000

Population density:

202

Working population:

25,740,000

GDP/Capita:

€29,226

Retail sales per square meter:

€27

Percentage of retail space in stores above 1000 sm:

52%

Smartphone penetration:

41%

Big Mac Price:

€4

FIFA Ranking:

13

Experienced wellbeing

6.4

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Italy
The land of pasta and dolce vita still experiences rather not so sweet times of economic pressure. Consumers have become highly price-sensitive, and resort increasingly to private labels and postponing non-essential purchases. In grocery retail there are two major local players, Coop and CONAD, with international players being Auchan Group, Carrefour Group and Rewe Group, though the latter is either closing its supermarkets Billa or turning them into discounters (Penny). In both grocery and non-grocery retailing acquisitions and mergers still prevail. Non-grocery suffers a lot more from recession, internet retailing is on the rise.
 
Italy for quite a while will remain a tough market to operate in. In order to minimize risks, outsourcing is a major option. So if you Think Sales, we should talk.
 
COMBERA Group in Italy works with its longstanding partner by Field Marketing Vision Instore srl, Instore was founded in 1998 and – besides covering all channels - is highly specialized in consumer electronics.  
 
 
Benvenuto.
 

Kazakhstan

Population:

17,950,000

Population density:

6

Working population:

9,000,000

GDP/Capita:

€18,600

FIFA Ranking:

127

Experienced wellbeing

5.5

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Kazakhstan
While located primarily in Asia, a small portion of Kazakhstan is also located in Europe, thus making it one of only two countries in the world, which are landlocked and on two continents. Grocery retailing still is highly dominated traditional trade and outdoor markets, though consumers start to appreciate some amenities of modern trade like air-conditioning. The major players in grocery retail are Magnum and Ramstore, with the rise of shopping malls, it is however, expected that larger store formats will increasingly begin to evolve. Improving purchase power leads to consumers gradually increasing consumption and also starting to shop for  non-essentials, which spurts growth in the non-retail sector.  While internet retailing is beginning to become popular, especially among the huge young population, it is the non-grocery category that benefits from that.
 
Despite potential opportunities Kazahkstan for quite a while will remain a tough market. In order to minimize risks, outsourcing is a major option. So if you Think Sales, we should talk.
 
COMBERA Group covers Kazahkstan via our Russian operations, ITM Group.
 
Qoş keldiñiz.
 

Latvia

Population:

1,994,000

Population density:

34

Working population:

1,000,000

GDP/Capita:

€16,300

Retail sales per square meter:

€33

FIFA Ranking:

99

Experienced wellbeing

4.7

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Latvia

Latvia still has more than 40% of the territory covered by forests. Aside from the clean air these forests offer Letts the amber which they masterfully turn into jewelry.

As the country has one of the fastest growing economies in the EU, Latvia also sees one of the highest increases in retail sales. Strong private spending encouraged retailers to open new stores and expand their assortments with higher-priced grocery and non-grocery goods.

The dominating grocery players, Rimi Latvia SIA and Maxima Latvija SIA, enlarged their non-grocery assortments, especially in supermarkets and hypermarkets, in order to defend their market share from non-grocery competitors. Together, they control Latvian grocery market having nationwide access to customers through large numbers of outlets operating within different channels.

COMBERA GROUP's partner SORBUM GROUP operating across the Balticum, covering Estonia and Lithuania as well as Latvia. Availability is achieved by order taking services, merchandising services, logistics of POS material, Activation includes promoter personnel as well as creation and production. Special services include ambient media. There’s is also close cooperation with Finland.

Gaidīts.
 

 

Lithuania

Population:

2,944,000

Population density:

50

Working population:

1,452,000

GDP/Capita:

€21,500

Retail sales per square meter:

€36

Big Mac Price:

€2.73

FIFA Ranking:

103

Experienced wellbeing

5.1

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Lithuania

Lithuania used to be one of the biggest countries in Europe around 1400 and established one of the oldest schools just before that. Now it has the fastest internet on the continent.

The economy went through some challenging years recently. While the survival of most grocery retailers was never in question due to inelastic demand, some non-grocery sectors struggled to survive. Producers continue to depend heavily on the goodwill of retailers, which retain the ability to pick winners and losers. Indeed, some of them conveniently decide to give precedence to their own private label products.

Today, a more stable economic environment and increasing consumer confidence are expected to drive growth into the market. The expectations of companies are improving and many players are investing in expansion.

COMBERA GROUP's partner SORBUM GROUP is operating across the Balticum, covering Estonia and Lithuania as well as Latvia. Availability is achieved by order taking services, merchandising services, logistics of POS material, Activation includes promoter personnel as well as creation and production. Special services include ambient media. There’s is also close cooperation with Finland.

Laukiamas.

Netherlands

Population:

16,857,000

Population density:

406

Working population:

7,939,000

GDP/Capita:

€34,370

Retail sales per square meter:

€33

Percentage of retail space in stores above 1000 sm:

55%

Smartphone penetration:

52%

Big Mac Price:

€3.63

FIFA Ranking:

4

Experienced wellbeing

7.5

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Netherlands
While tulips and windmills are top of mind when thinking of the Netherlands, despite having no mountains, the Dutch perform incredibly successful at Olympic winter games. In grocery retail Albert Heijn is defending the pole position, further major players are Jumbo, Plus and Coop. With German discounters Aldi and Lidl increasing their number of stores as well as market share, major supermarket chains try to compete with discounted prices. Small independents are decreasing. Internet retailing is still growing fast, however, rather impacting on non-grocery. Foodservice is expected to gain back.
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk.
 
COMBERA Group’s local BeNeLux partner has over 25 years of experience in outsourcing and a track-record of improving results for brand manufacturers, retail organizations, B2B service providers and non-profit organization. Field Sales Force, Field Management Software, Brand Activation make for 360° fieldmarketing and sales solutions.  WFM People has offices in Belgium and the Netherlands. The full-service agency visits hundreds of addresses every week, including supermarkets, chemists, electronics shops, catering businesses and a wide range of out-of-home sites.
 
Welkom.
 

Norway

Population:

5,137,000

Population density:

16

Working population:

2,707,000

GDP/Capita:

€44,700

Retail sales per square meter:

€31

Purchase power:

€31,700

Percentage of retail space in stores above 1000 sm:

32%

Smartphone penetration:

68%

Big Mac Price:

€6.00

FIFA Ranking:

76

Experienced wellbeing

7.6

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Norway
The land of fjords and oil with its stable economy still sees growth in retail. Market shares in grocery retail are mainly in the hands of four key players, who account for a combined market share of around 98%: NorgesGruppen, Coop Norge, Reitangruppen and Swedish/Dutch owned ICA. Pending government approval, Coop will buy ICA, so it’s looking like “and then there were three”. While consumers tend to stay loyal with stores operated by these companies, the store formats are changing. The number of hypermarkets is prognosed to stay about the same size, while smaller supermarkets and especially discounters are on the rise. Non-grocery retailers especially in the segments apparel, chemists/pharmacies are increasing their sales.
 
Nevertheless, flexibility, expertise and in-depth knowhow based on auditing, are requirements for availability and activation. So if you Think Sales, we should talk. 
 
COMBERA Group’s local partner has been operating on the Norwegian market since 1999. The portfolio of Retail House Norway besides field marketing includes ATL/BTL and strategic consulting focused on shopper marketing. Together with Retail House Sweden, Denish Eventforce and Finland, Norway builds the Scandinavian hub.
 
Velkommen
 

 

Poland

Population:

38,486,000

Population density:

123

Working population:

18,220,000

GDP/Capita:

€17,050

Retail sales per square meter:

€36

Percentage of retail space in stores above 1000 sm:

16%

Smartphone penetration:

35%

Big Mac Price:

€2.34

FIFA Ranking:

41

Experienced wellbeing

5.8

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Poland

Geographically, Poland is not in the East of Europe. It sits in the very middle of the continent. And not only geographically.

Poland enjoyed more economic stability than most of Europe in the recent years. With this came a steady demand for basic groceries as well as rapid expansion of the leading chains across the whole of Poland. However, a certain shift towards cheaper brands and private label products was noted due to dropping consumer confidence. Poles refrained from unnecessary spending, postponing expenditure on non-basic products.

The retailing environment is led by multinational companies, such as Jeronimo Martins Polska, Tesco Polska and Auchan Polska.

Discounters proved to be the favorite grocery channel for a growing number of Poles. The smart shopping trend resulted in more Poles seeking value-for-money, thus they eagerly shop in leading chains within discounters, such as Biedronka and Lidl.

PMI/COMBERA is one of the leading field marketing agencies in Poland, covering all core services of our group: availability, auditing, activations and more.

Witamy.

Portugal

Population:

10,427,000

Population density:

115

Working population:

5,395,000

GDP/Capita:

€19,100

Retail sales per square meter:

€36

Percentage of retail space in stores above 1000 sm:

58%

Smartphone penetration:

32%

Big Mac Price:

€3.16

FIFA Ranking:

11

Experienced wellbeing

4.9

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Portugal

Usually Portugal is associated with wine, fado or Cristiano Ronaldo. Sometimes Mourinho. But the country has a lot more to offer both to the visitor and to the business people. Nature, food, history and the ocean have stories to tell.

In the recent years the Lusitanian retail environment was tough. Portuguese shoppers saw their purchasing power decrease many years in a row. Therefore they kept on making price-driven decisions, adopting rational and conservative purchasing behaviour. They avoided wasteful or impulse spending, and increasingly trusted cheaper private label products.

Manufacturers and retailers, affected by the economic chaos and a need to keep volume sales as high as possible, increasingly turned to price cuts, discount coupons, special deals and offers.

Grocery retailers responded to the rising need for better prices with private label products, and therefore managed to save part of their profit margins, if not value sales. Large local chains gained more market share as consumers turned towards local brands to support Portuguese economy.

The happy days are still beyond horizon for Portugal but the most difficult part seems to be over.

In Portugal COMBERA Group operates through its Spanish partner,  Avanza – which delivers field marketing services as part of a larger BPO offer.

Bem-vindo.

Romania

Population:

19,943,000

Population density:

85

Working population:

9,451,000

GDP/Capita:

€7,675

Retail sales per square meter:

€29

Smartphone penetration:

28%

Big Mac Price:

€2.4

FIFA Ranking:

15

Experienced wellbeing

4.9

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Romania

Romania is not the country of Dracula. That is only in some films and books. In real life it is  country with amazing nature and warm people - a Latin island in the East of Europe.

A major part of Romanian retailing is driven by multinational retailers. This includes retailing chains such as hypermarkets, supermarkets, discounters or home and garden specialist retailers, while electronics and appliance specialist retailers, chemists/pharmacies or leisure and personal goods specialist retailers are more competitive in terms of domestic players.

Traditional trade is still an important segment. This is a natural consequence of the fact that more than 50% of the population lives in rural and small urban areas which are less appealing for major international chains.

The purchase power gap between Romania and western developed countries widened in the years after 2008 crisis. This leaves a lot of room for growth in the coming years. Signs are that consumer expenditure is picking up lately which offers very interesting development opportunities both for retailers and consumer brands.

Romanian business of COMBERA Romania is rather ‘young’ after 8 years in business. It started with a portfolio of services dedicated to retailers and build in recent years strong consumer brands offer as well. 

Bun venit.

Russia

Population:

143,800,000

Population density:

8.4

Working population:

75,290,000

GDP/Capita:

€11,553

Retail sales per square meter:

€61

Smartphone penetration:

36%

Big Mac Price:

€2

FIFA Ranking:

23

Experienced wellbeing

5.5

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Russia

It takes weeks for the Trans-Siberian train to cross most of Russia. The country lies on eleven time zones. Size on one side along with cultural diversity, logistic challenges, low population density make this country one of the most complex environments for business.

Retailing business growth slowed down its pace recently but is still positive. Rapid expansion of the leading retail chains throughout much of the country and the steady demand for basic groceries were the main reasons for growth.

Russia’s retailers are making better use of information technology, spending more on new software systems. It is difficult to predict which channel will eventually emerge as the most popular in Russia, with internet retailing, m-commerce and in-store collection of products ordered online all mixing with traditional store-based formats to capture the attention of the shoppers.

Magnit and X5 Retail Group are battling at the top for the number one position on the market with the first one appearing to be closer to winning.

But following the trends set by their customers, Russia’s retailers are also likely to make adjustments to their operations.

COMBERA Group's ally in this vast country has been on the market for a long time and occupyes a leadership position: ITM , Integrity, Trademag and Masterclass.

Dobro pozhalovat.

Serbia

Population:

7,243,000

Population density:

93

Working population:

1,703,000

GDP/Capita:

€4,780

FIFA Ranking:

34

Experienced wellbeing

4.5

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Serbia

Over the centuries Serbia played a major role in the agitated history of Balkans. Serbians built a brand for themselves by being warm-hearted and hot-blooded.

Purchase power in Serbia is one of the lowest in Europe, therefore domination of grocery retailers in terms of total value sales is unsurprising as the average Serbian family still spends most of its budget on food and utilities.

There are only two serious competitors in grocery retailing in Serbia, Agrokor and Delhaize, each of which are much stronger than all other competitors. It is quite possible that these two retailers will now pursue a similar commercial direction, creating a duopoly, especially in terms of price and range of goods offered.

The anticipated arrival of hard-discounter Lidl is likely to generate stronger competition in grocery retailing, resulting in price decreases, while non-store retailing is also expected to increase in value over the forecast period, especially internet retailing and vending.

Combera is present in Serbia through a dynamic start-up, COMBERA Serbia & Montenegro. Together with PKK COMBERA from Slovenia & Croatia this creates a regional hub for all Adriatics. 

Dobrodošli.

Slovakia

Population:

5,416,000

Population density:

111

Working population:

2,727,000

GDP/Capita:

€14,900

Retail sales per square meter:

€34

Percentage of retail space in stores above 1000 sm:

39%

Smartphone penetration:

46%

FIFA Ranking:

40

Experienced wellbeing

6.1

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Slovakia

Mountains, caves, medieval castles and towns, folk architecture, spas and ski resorts, and crystal glass, are commonly associated with Slovakia. Grocery retail is dominated by domestic Coop with a market share of 21%, closely followed by Tesco with 19%, coming in third at 10% is Lidl with one of the two major German discounters. Direct foreign investment still is growing. Yes, Slovak consumers are price sensitive, and retailers from all store-based categories try to attract consumers via massive price promotions. Non-grocery retailers are slightly ahead when it comes to value growth, fastest growing retail category is internet. And also internet retailers put their money on massive price promotions. Changes in labor law with increasing taxes and high unemployment rates still inflict consumer willingness to spend, but growth is still predicted for Slovakian retail. 

Flexibility, expertise and in-depth knowhow based on auditing, are requirements for availability and activation. So if you Think Sales, we should talk.

COMBERA Group`s local partner 4p&p started field marketing 17 years ago and is also operating with a local office in the Czech Republic. Besides sales forces, merchandising, sales promotion and data collection, strategic and creative concepts are developed including production.

 

Vitajte.

 

Slovenia

Population:

2,061,000

Population density:

101

Working population:

914,000

GDP/Capita:

€19,538

Retail sales per square meter:

€30

FIFA Ranking:

53

Experienced wellbeing

6.1

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Slovenia

One thing we could all learn from Slovenians is to respect and enjoy nature. They plant 1,2 million trees every year and the country has an amazing 60% of it’s surface covered by forests.

Retail industry is going through tough times as consumer confidence is sinking along with disposable income for a long time now.

As grocery goods in Slovenia are considered essential, consumers cannot really reduce consumption of these products. With falling purchasing power, consumers are rather increasing demand for cheaper and value-for-money products. When we add inflation to the mix the end result is that the total sales value is stagnating.

However, all foreign discounters witnessed rapid growth of their revenues as it proved easier for them to attract new customers.

To retain consumers’ interest, many retailers offer more benefits through loyalty programs as well as focusing on private label.

COMBERA Group’s local partner is PKK COMBERA, who recently set up operations in Croatia. Together with COMBERA Serbia & Montenegro this creates a regional hub for all Adriatics.

Dobrodošel.

Spain

Population:

46,704,000

Population density:

92

Working population:

23,200,000

GDP/Capita:

€24,720

Retail sales per square meter:

€31

Percentage of retail space in stores above 1000 sm:

62%

Smartphone penetration:

55%

Big Mac Price:

€3.84

FIFA Ranking:

8

Experienced wellbeing

6.2

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Spain

Spain has everything: sea, sun, mountains, bustling cities, romantic towns, fabulous history, amazing food. Winter is something they don’t have but we haven’t heard many complaints from locals in this respect.

As for the grocery retailing industry we see here an interesting trend:  supermarkets are outperforming hypermarkets. Sales in the big distribution chains such as Carrefour decreased, whilst the main supermarket chains continued their expansion, opening new stores, as was the case of Mercadona and Consum. The main drivers supporting this trend were the fact that consumers opted to purchase products closer to their homes, and the fact that these types of outlets are often seen as affordable, as the big distributors and private label continue to expand in these retailers.

Consumers in Spain still feel insecure and this will have an impact on the retail sales in the near future. Most retailers, especially grocery retailers, will keep expanding their offerings and private label products will become even more popular. However, in the long run, when economy is expected to see the first positive signs, retail sales are expected to recover and the market will return to a positive orbit.

Avanza, the Spanish partner of Combera was established in 2003 and is the leader of BPO sector, having expanded services to Portugal and Latin America in the meantime.

Bienvenida.

Sweden

Population:

9,717,000

Population density:

21

Working population:

5,107,000

GDP/Capita:

€32,980

Retail sales per square meter:

€37

Purchase power:

€21,640

Percentage of retail space in stores above 1000 sm:

67%

Smartphone penetration:

63%

Big Mac Price:

€4.65

FIFA Ranking:

32

Experienced wellbeing

7.5

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Sweden

Openness and equality are important concepts in Sweden, a discrete monarchy which gave the world ABBA, Ikea, the Nobel Prize, Ingmar Bergman as well as Spotify, Skype and Ibrahimovic.

Despite signs of economic recovery, consumers remain price sensitive and cautious with their purchases. Many channels are also somewhat mature and characterized by stiff price competition between retailers.

Grocery retailers saw far more dynamic growth rates than non-grocery retailers. Amongst those, the most dynamic grocery channels remained discounters and hypermarkets, which are appreciated for their competitive prices. The largest players are gaining share while smaller independent retailers lost ground, with some even forced into bankruptcy.

Market is dominated by three domestic grocery retailer giants - ICA Sverige, Axfood and Coop Sverige - which together accounted for over 30% of all value sales. Multinational players, such as Dixons Retail (Elgiganten) and Schwarz Beteiligungs (Lidl), are present, but play a minor role.

COMBERA Group’s local partner has been operating on the Swedish market since 1995. The portfolio of Retail House Sweden besides field marketing includes ATL/BTL and strategic consulting focused on shopper marketing, cooperating with Stockholm school of economics. Together with Retail House Norway, Danish Eventforce and Finland, Sweden builds the Scandinavian hub.

Välkommen.

Switzerland

Population:

8,014,000

Population density:

188

Working population:

4,976,000

GDP/Capita:

€69,519

Retail sales per square meter:

€29

Purchase power:

€36,350

Percentage of retail space in stores above 1000 sm:

56%

Smartphone penetration:

54%

Big Mac Price:

€5.34

FIFA Ranking:

10

Experienced wellbeing

7.5

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Switzerland

Four languages (German, French, Italian and Romansh), 48 mountains above 4.000 m, 283 banks, these are some of the astounding figures on Switzerland. Less astounding is the fact, that the two major domestic players in grocery retailing, Migros and Coop have a market share of around 56%. In store-based retailing, two formats are currently winning shares: convenience stores as urbanization is growing, and discounters, driven by German based Lidl and Aldi. The fastest growing channel however has been internet retailing driven by m-commerce. As long as the exchange rate of Swiss Franc vs. Euro still remains favorable to the Franc, cross-border shopping (France, Germany and Italy), will continue and negatively affect Swiss stores in the borders area.

Nevertheless, flexibility, expertise and in-depth knowhow based on auditing, are requirements for availability and activation. So if you Think Sales, we should talk.

For Switzerland please get in touch with COMBERA GROUP.

Grüezi, bienvenue, benvenuto, allegra.

Turkey

Population:

76,668,000

Population density:

100

Working population:

27,910,000

GDP/Capita:

€15,397

Retail sales per square meter:

€35

Percentage of retail space in stores above 1000 sm:

20%

Big Mac Price:

€3.46

FIFA Ranking:

38

Experienced wellbeing

5.5

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Turkey

Turkey is homeland of some of the most visited historical and touristic places in Europe, including Istanbul – the biggest and one of the most dynamic cities on the continent.

A particularity of Turkish retailing industry is that it is still dominated by independent outlets, largely due to the importance of independent grocery retailers, known as bakkals.

In recent years, the share of independent retailers, however, declined as a result of the dynamism demonstrated by chained retailers in terms of the rapid increase in the number of outlets throughout the country and their investment promotional and advertising activity.

The leading retailer in the country in 2013 was BIM Birlesik Magazacilik AS, a local leading hard discounter, which also owns the highest number of retail outlets in Turkey.

Improving economic conditions, rising disposable incomes, rapid urbanisation and the low average age of Turkey’s population are good grounds for sustainable growth for retail industry over next years.

MAPP is the partner of Combera Group in Turkey – a company that has been in the leading tier of local market for many years now. They drive sales for our clients both by visiting thousands of outlets weekly but also delivering solid training solutions.

Karşılama.

United Kingdom

Population:

64,100,000

Population density:

256

Working population:

30,150,000

GDP/Capita:

€31,240

Retail sales per square meter:

€29

Percentage of retail space in stores above 1000 sm:

79%

Smartphone penetration:

62%

Big Mac Price:

€3.85

FIFA Ranking:

9

Experienced wellbeing

7.0

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United Kingdom

If not for the pubs, or for the culture, or for understanding the essence of monarchy, UK is definitely worth visiting for a ‘match-day’ experience, regardless if it is football or rugby.

Retailing in the UK is dominated by major grocery players. Tesco remains the largest retailer in the UK, followed by three other grocery retailers: Asda Stores, J Sainsbury and Wm Morrison Supermarkets. Although the core offer of these retailers remains focused on food and drink, chained grocery retailers also offer an extensive range of non-grocery products, effectively competing with specialist stores. Grocery retailers continues to record the strongest growth in the UK.

Convenience stores, discounters and online grocery are the formats which are seeing the strongest expansion, with major chains opening smaller stores in city and town centres whilst limiting the expansions of large-format outlets in out-of-town locations.

Given the small scale of anticipated improvements in the economic climate in the UK and the fact that the country’s leading retailers were already performing better than the industry, it is considered likely that the they will remain the main beneficiaries of the anticipated economic recovery.

Flexibility, expertise and in-depth knowhow based on auditing, leads to availability and activation. So if you Think Sales, we should talk. For UK please get in touch with COMBERA Group headquarters.

Welcome.