Economy
AI
Estonia's Grocery Giants Launch Expansion Push in Crowded Market
Major Estonian grocery retailers Selver, Grossi Toidukaubad, and Coop are planning a wave of new store openings throughout 2026, a significant investment that defies years of declining sales volumes and what executives call the fiercest competition in Europe.
- —Major Estonian grocery retailers Selver, Grossi Toidukaubad, and Coop are planning significant store expansions in 2026, with Selver opening two new locations, Grossi adding several, and Coop launching 13 new stores.
- —Coop's expansion includes six entirely new locations and seven replacements for existing stores, alongside renovations for 11 other outlets.
- —Retail executives from Selver and Grossi acknowledge intense competition and low markups in the Estonian grocery market, with Oleg Gross stating that competition is fiercer than anywhere else in Europe.
- —Coop and Selver express optimism that declining retail sales volumes may halt and that a stable inflation rate around 3% would benefit the sector.
- —Rimi, while not opening new stores, will focus on renovating existing ones and its CEO suggests a market balance might be achieved if some stores were to close.
Recap
Major Estonian grocers are leveraging their capital to expand aggressively into a saturated, low-margin market. This coordinated push suggests a strategic effort to consolidate market share and pressure smaller competitors before an anticipated economic stabilization. While some chains bet on growth, Rimi's focus on renovation over expansion signals a deep division on whether the sector can sustain more retail space, setting the stage for a potential shakeout.