The Croatian competition authority, Agencija za zaštitu tržišnog natjecanja (AZTN), conducted a market study on the retail trade of mixed goods, primarily food, beverages, and household hygiene products, for the year 2025.

The study included 41 significant retailers, with total revenues reaching €8.93 billion, marking a nominal increase of €521.6 million or 6.2% compared to 2024. However, this growth rate was lower than the previous year's 8.8% increase.

Average consumer prices for food and non-alcoholic beverages rose by 5.1% in 2025, contributing to the nominal revenue growth. The study did not separate price effects from volume changes, making it difficult to draw conclusions about the actual sales volume.

The number of retail outlets increased to 5,347, with a net sales area of approximately 1.67 million square meters, reflecting a 2.3% growth. Konzum plus remained the leading retailer with a market share of 20-30%, followed by Lidl and Kaufland.

Despite the revenue growth, the market concentration indicators remained stable, with the top ten retailers accounting for 87.7% of total revenues. The Herfindahl-Hirschman Index (HHI) indicated a low level of market concentration at 1,408 points.

Revenue growth was observed across all counties, with the highest revenue recorded in the City of Zagreb. The retail landscape saw minimal changes in the ranking of leading retailers, with Lidl and Kaufland showing slight increases in market share.

Supermarkets continued to dominate the market, accounting for 53% of total revenues, while online sales remained a small portion of overall income. The average gross trading margins for various product categories were analyzed, showing a decrease in most categories compared to 2024.