In 2024, the share of discounted goods in the Czech market saw a slight decline of 0.3%—the first drop since COVID.
However, promotions still dominate, with 64% of goods sold at a discount, the highest rate in Europe. Supermarkets, discount stores, and hypermarkets offer the most promotions, while discounts are less common in pharmacies (40%) and online consumer goods (26%).
Even wealthier shoppers are now actively seeking discounts, according to Kupi.cz. The NetMonitor tool recorded a 40% surge in visits to discount portals since early last year, reaching 2.5 million monthly users.
“Due to rising food prices in the Czech market, even those who previously weren’t interested in discounts or leaflet offers have started visiting Kupi.cz, which has positively impacted our traffic,” says Vlastimil Jakimich, Business Development Manager at Seznam.cz and Kupi.cz.
Online shopping, despite having fewer discounts, saw the highest growth in 2023 (+25%), while sales in hypermarkets and traditional stores declined. Online platforms now dominate grocery and pharmaceutical sales, holding a 74% market share.
Private-label brands continue to gain traction, increasing their market share from 27% to 28% this year. Consumers are drawn to their affordability—private-label milk is 30% cheaper on average, baby food 28%, and toilet paper 28%. According to the Association of Trade and Tourism, these products offer an average savings of 26.5% compared to similar quality branded items.
President of the association, Tomáš Pruza, notes that younger consumers are increasingly unwilling to pay premium prices for well-known brands, signaling a shift in brand and store loyalty trends.
