Relevant market and market shares in the retail trade sector in Croatia and EU

Commissioned by: Agrokor d.d.
Project duration: November 7, 2011 – March 6, 2012
Project manager: Ivan-Damir Anić, PhD

Brief outline: 
The purpose of this research was to analyse the practice of determination of relevant market and the methodology for calculation of market shares of companies in the sector of retail sale of daily consumer goods in the EU and Croatia. The research was conducted by using secondary data and a survey with a sample of 1025 consumers. Research results indicated that the relevant product market comprised supermarkets, hypermarkets, discount stores and small stores. The geographic market included mainly local market. The size of the market used by the Croatian competition agency was underestimated, which overestimated the market shares of retailers. Market shares and concentration ratios varied significantly according to the coverage of the relevant market and the sources of data. The research concluded with recommendations.