Coop is the largest supermarket retailer in Estonia – but survey shows its market share may be falling

Text Mark Taylor

According to polling conducted by Kantar Emor, Estonia’s largest supermarket chain Coop has lost the most customers in the first 6 months of this year – a finding disagreed by Coop. At the same time, the survey reports that Lidl, which opened its first stores in Estonia earlier this year, now has a 7 per cent market share.

The Estonian supermarket Coop, which includes Konsum and Maksimarket stores, has seen its market position weaken the most of any supermarket in Estonia this year according to the survey, down to 23 per cent.

However, this is something disagreed by Coop. “The number of Coop’s customers has remained the same and turnover has even increased, ” stated Martin Miido, Communication Manager at Coop. 

Adding further that the Kantar Emor survey did not provide a true reflection of market share, as it only asked respondents which supermarket they had been to in the last two weeks. However, market share is measured based on real sales statistics, and the survey did not factor in the distribution of shopping baskets between different retail chains, actual acquisition, loss of customers, etc. Therefore, potentially providing an inaccurate outcome.

However, the survey did make some positive remarks about Coop. “Based on residents’ assessments, however, Coop remains the best place to buy everyday goods, the primary strengths of whose image are good location, the ability to buy quickly and conveniently as well as a broad selection of Estonian products,” Kantar Emor explained.

Maxima was the 2nd most visited supermarket according to the survey (20 per cent), with Selver 3rd (17 per cent), Rimi 4th (14 per cent), and Lidl and Prisma tied for 5th (each with 7 per cent).

Lidl’s position as a discount supermarket has helped it to quickly become an attractive choice and gain a significant market share according to the survey. 

“Lidl has weakened the image of leaders in terms of several of their crucial strengths, and achieved a significant result in a short amount of time here,” said Kersten Jõgi, a consumer behaviour expert at Kantar Emor.

“If you look at the likeability ratings of various retail chains provided by residents, Lidl has the greatest potential for growth in Southern Estonia, and a spot in the market power top three looms largest in the Virumaa region,” Jõgi added.

Kantor Emor’s survey was conducted in September, polling 1669 people aged between the ages of 15 and 74. 

Source ERR 

To learn more about this and similar topics
Coop Kantor Emor Lidl Maxima Prisma Rimi supermarket Survey