Respect traditions and country specifics

The CEE markets are experiencing dynamic changes: brand preference is tipping towards private label supremacy, the retailer landscape is constantly developing new players and channels, and global trends such as health and sustainability are leaving their marks. However, a unified approach for the countries and shoppers in Central and Eastern Europe will not be successful. It is essential to understand and target the differences between countries, and within countries, in terms of generations and shopper types.

Strategies for success in CEE markets

1. Understand and target country-specific differences: Conduct thorough market research to identify unique consumer behaviors and preferences in each country. Tailor your strategies to address these specific needs and preferences.

2. Monitor the market and competition: Keep a close eye on market trends and competitor activities. Adapt your strategies quickly to stay ahead in rapidly changing markets.

3. Offer innovation with value-add: Introduce innovative products that provide clear benefits to consumers. Focus on health and functional features that are easy to integrate into busy daily schedules.

4. Build on traditions: Leverage local traditions and cultural preferences in your product offerings. Highlight the heritage and authenticity of your products to resonate with local consumers.

5. Reward shopper loyalty: Implement loyalty programs that offer real bonuses and rewards. Make shoppers feel valued for their loyalty and in control of their budget.

6. Create opportunities for sustainable actions: Develop and promote sustainable products and practices, and help consumers narrow the attitude-behavior gap regarding health and sustainability. Educate shoppers on how their choices can have a positive impact on the environment.

7. Enhance transparency and trust: Provide clear labeling and detailed product information. Build trust by being transparent about your sustainability efforts and product benefits.

By following these strategies, you can effectively navigate the diverse and dynamic CEE markets, ensuring that your brand remains relevant and successful.

YouGov can help you to navigate your CEE journey.