Where to catch the CEE shopper?
Besides being successful as a sustainable brand, OnlyBIO provides a good example of utilizing effective digital strategies to connect with shoppers. While the availability of fixed internet in CEE households still lags behind the Western European average, CEE has made significant strides in digitization, with growth rates in mobile broadband and social media usage outpacing many Western peers. Facebook remains strong in CEE, Instagram has a large fanbase in Serbia, and TikTok is popular in Romania, Serbia, and Ukraine.
Television is less popular with CEE consumers, who prefer short online video clips – an important aspect to remember for the media mix. Streaming services like Netflix are widely used, especially in Romania and Poland, as are Spotify, HBO Max, and YouTube Premium.
Social media usage
CEE 93% use social media
WSE 87% use social media
⬤ Facebook ⬤ Instagram ⬤ Pinterest ⬤ TikTok ⬤ Snapchat ⬤ X (former Twitter)
Source: Behavior Change Fall ‘24, CEE-8 vs. WSE-12
Be relevant, engaging and convenient
Digital plays an important role in purchasing decisions in CEE: retailer apps rank third and digital coupons fifth on the list of influencing touchpoints. 55% of Romanian shoppers rely on retailer apps, and 49% of Hungarians use digital coupons – it counts to be visible at the moment of truth!
Content engagement on social media is higher in CEE than in the rest of Europe, with preferred topics including cooking, baking, and travel. Content on diet and nutrition is often found in the top five topics, while sports and fitness are less interesting, reflecting the more food-focused approach to health.
Online shopping has increased over the past years, with the Czech Republic and Poland outgrowing Western countries like Germany, which has a 3.2% value share in e-commerce. These markets continue to grow rapidly.
E-commerce value share and growth
CZ
PL
HU
⬤ 2023 ⬤ 2024
Source: YouGov Shopper Panel, in % incl. Click & Collect
63% of CEE shoppers plan or at least consider shopping online in the next 12 months, with peaks of 82% in Ukraine and 79% in Poland. As online FMCG shopping in the region evolves around home and personal care, nearly 40% favor drugstores for their online purchases. Online platforms and marketplaces are of special interest in Romania (60%), whereas 26% of consumers in Serbia consider meal delivery services, influenced by tight daily schedules and the need for convenience.
Be sure to nab your shoppers at the right moment, engage them with relevant content and products, and offer services that make their lives easier!