On April 3, 2025, the 7th annual Retail, Distribution & FMCG Market conference took place in Chisinau, bringing together over 300 key players from the Moldovan market, including retailers, producers, distributors, and logistics operators. Organized by Modern Buyer, this event serves as a crucial platform for analyzing market dynamics, consumer trends, distribution challenges, and sharing development strategies.
Maria Hurduc, Managing Partner of Modern Buyer, opened the conference by stating, "Our goal is to help Moldovan producers become more competitive in local and international markets by providing them with knowledge about best business practices in retail. The competitiveness of producers is closely linked to their ability to comply with retail standards at all stages: from product quality and packaging to logistics organization and supply chain management."
During the conference, the latest version of the "Modern Retail Map" (February 2024 – April 2025) was presented, revealing significant insights into the current retail landscape in Moldova. Key data highlighted that there are 940 modern format stores operating under 32 brands in the country, with 521 of these located in Chisinau. Linella leads the market with 122 stores, while 10 brands account for 50% of the total number of stores. Notably, Dragan Group has been the most aggressive in expansion, having opened 69 stores across various brands.
The cumulative turnover for the top 10 retail chains in 2024 reached 1.55 billion Euro, marking a 23.4% increase compared to 2023. The highest turnover was recorded by Dragan Group at 11.6 billion lei, followed by Imensitate (4.8 billion lei), Nr. 1 (3.9 billion lei), and Metro (3.2 billion lei).
Consumer behavior has also evolved, largely influenced by inflation. Bogdana Gheorghe, Managing Director of RetailZoom, noted a 15% increase in shopping basket value in 2024, with a more significant quantitative increase of 8% compared to the previous year. "The general perception among consumers is that we have an expensive shopping basket," she emphasized.
Modern retail sales have surged to 38% of the total market, with gas stations also seeing growth (8.3% in January 2025), where 51.4% of revenues come from tobacco and tobacco products. A survey conducted among urban residents (1,000 respondents, February 2025) revealed that 90% of citizens purchase fast-moving consumer goods (FMCG) from supermarkets, while 41% shop at specialized stores and 33% at markets.
The most frequented retail chains include Linella (83%), Local (68%), Kaufland (47%), and N1 (39%). Additionally, 30% of households spend over half of their budget on food products. The survey also found that 91% of respondents are actively saving money by seeking promotions, buying smaller quantities, or choosing cheaper brands. Inflation has impacted sweets the most, while basic products and household goods have been affected the least. E-commerce has grown by 7% compared to last year, with 70% of young people (ages 18-27) preferring online shopping, in contrast to 38% of older individuals (ages 59-70).
Alexei Gherțescu, President of the Competition Council, addressed the regulatory authority's focus on the agri-food sector and its efforts against anti-competitive and unfair practices. "In the retail market, we rarely speak of monopolies; rather, we discuss these practices within the distribution chain. We are observing a trend of increasing market concentration, with five consolidations recorded in the food retail sector over the past two years," Gherțescu noted. He emphasized the Council's careful analysis of transaction impacts on suppliers, particularly small ones, and urged companies to remain open for effective expertise.
Industry leaders shared their experiences during the conference, highlighting essential perspectives. Mihail Busuioc and Laurențiu Dimitriu from Nestle emphasized their 20-year strategic partnership with retail, underscoring the importance of long-term cooperation. Igor Stratan from Moldindconbank presented innovative financial solutions, highlighting the role of technology in modernizing the sector. Oana Lungu from Kaufland discussed procurement strategies for the Romanian and Moldovan markets, offering insights into regional trends.
The forum included an active and informative panel discussion with key players in the Moldovan retail market, including Maria Movileanu (Dragan Group), Liuba Birina (Metro Moldova), Mihail Marahovschi (Imensitate), Ludmila Gogu (Rogob), and Alesea Brînzilă (Ocean Fish). Conference participants discussed the development prospects of local production, shifts in consumer preferences, and key challenges for 2025, including pressure on purchasing power and heightened competition. They explored common growth strategies and adaptations, from developing private labels to improving quality standards and expanding product assortments.
Particular attention was given to the importance of sustainable partnerships between retailers and local producers, digital transformation, and promoting Moldovan products in both domestic and international markets. An international perspective on global retail trends and challenges was provided by market analysis expert Sebastian Rennack from Aletos Advisory. The retail sector in Moldova is confidently aligning with European trends, as evidenced by the analysis of major European retail strategies and their relevance to the Moldovan market.
In the face of increasing global competition and an unstable economic situation, many European chains are striving to avoid price wars with major brands by focusing on localization, customer loyalty, and developing exclusive pricing programs. Convenience, speed, and value for money are becoming increasingly important—these factors are shaping the new consumer orientation.
Key areas expected to influence retail development in the coming years include strengthening loyalty programs as tools for personalization and price differentiation, expanding functional categories (healthy foods, pet products, protein-rich items), integrating technologies and new formats, and developing fast-food and take-away services in response to the increasingly rapid pace of consumer life.
For the first time, the conference paid special attention to distribution and alternative distribution channels. The results of the study "Republic of Moldova: Distributors in Retail and HoReCa," conducted by Modern Buyer, were presented. Tudor Malearov from KeysFin Romania analyzed 48 key companies with a total turnover of 18 billion lei and over 5,700 employees. The presentation also highlighted risks and opportunities for the market, including the impact of geopolitical instability, population decline, and fluctuations in foreign trade. Top industry experts, such as Ion Arsene (Business Market), Adrian Pascaru (Consalcom), Dumitru Slonovschi (Magenta), Liuba Birina (Metro), Francesco Sanna (Casa Rinaldi), and Gheorghe Gabuja (Peco NOW), discussed the dynamics of alternative sales channels, including the on-trade segment, revealing essential figures and market trends.
The Retail, Distribution & FMCG Market 2025 conference reaffirmed its status as a key platform for the business community in Moldova, providing participants with updated data, valuable insights, and networking opportunities. Modern Buyer, present in the Romanian market for over 10 years, caters to professionals in procurement and sales across the Retail, FMCG, HoReCa, DIY, Electro-IT, and e-commerce industries.
