Conducted by the Institute for Market and Media Research Mediana, the study sheds light on the frequency and preferences of over 17,000 residents in these three countries, painting a vivid picture of their distinct shopping cultures.
In Slovenia, grocery shopping is a more methodical affair. With only 7% of consumers making daily trips to the store, the majority prefer to stock up twice a week, mirroring habits in Croatia, where 15% shop daily. However, in Serbia, a staggering 36% of shoppers hit the stores every day, revealing a more traditional approach where local markets, butchers, and small shops play a central role.
Janez Jereb, Mediana TGI’s Director of Research, highlights the cultural divide: “The data clearly shows significant differences in shopping frequency across these countries. Slovenian consumers are more structured, while Serbian shoppers maintain a daily routine deeply rooted in local commerce”
Supermarkets dominate in Slovenia and Croatia, with 88% and 83% of consumers respectively opting for larger chains. In contrast, only 65% of Serbians choose supermarkets, favoring the personalized experience of local shops, bustling markets, and trusted butchers. The study also notes a unique trend in Croatia, where 40% of consumers frequently visit bakeries, underscoring the country’s rich bread culture.
When it comes to priorities, Slovenian shoppers are decidedly discerning, placing the highest value on product quality, food freshness, and store location. Jerica Urbančič Menih, Director of Strategic Partnerships and Marketing, emphasizes that for Slovenians, these factors are non-negotiable. In contrast, Croatian and Serbian consumers are equally concerned with freshness and affordability, with Croatians also drawn to special offers and Serbians particularly valuing convenient store locations.
Interestingly, Slovenian shoppers also weigh comfort factors like easy parking, previous shopping experiences, and eco-friendly certifications more heavily in their decision-making process than their regional neighbors.
As for where consumers seek out deals, the humble leaflet reigns supreme. In Slovenia and Croatia, these leaflets arrive by post, while in Serbia, they are typically picked up in-store. Television and radio ads follow closely behind in both Slovenia and Serbia, with digital channels playing an increasingly important role across all three nations.
This study not only highlights the diverse shopping habits in these countries but also underscores the cultural nuances that shape the daily lives of their people. As the retail landscape continues to evolve, understanding these differences will be key for businesses looking to resonate with consumers across this diverse region.
