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 indicate that the relevant product market comprises supermarkets, hypermarkets, discount stores and small stores. The geographic market includes mainly local market. The size of the market used by the Croatian competition agency is underestimated, which overestimates the market shares of retailers. Market shares and concentration ratios vary significantly according to the coverage of the relevant market and the sources of data. The research concludes with recommendations.