CEE retail roundup: growth, policy and purpose

Polish government increases sugar tax on soft drinks and juices

In an attempt to combat high rates of obesity the Polish government is raising the so-called sugar-tax. This has brought the maximum fee to PLN 1.80 per litre of beverage. Previous exemptions for beverages containing at least 20% fruit juice have been removed, should these contain certain additives or sweeteners. Functional additives have received the highest increase, with the tax on beverages containing caffeine and taurine rising from PLN 0.10 to PLN 1 per litre.

Analyst, Theo O’Flynn‘s view:  

This legislation will be very impactful in an increasingly health-focused market. It is likely to be effective in reducing consumption of sugary drinks. However, functional beverages are one of the most trending products in Poland. Both brands and private labels have given considerable investment to innovating in this space. The steep tax increases on functional additives will challenge this trend. Additionally, the inclusion of drinks with juice content is receiving criticism from the already-challenged Polish fruit-growing industry.

Wolt+ Weeks launches in Romania

Wolt has launched Wolt+ Weeks in Romania, a promotional campaign offering exclusive discounts from participating retailers, restaurants and local businesses. The initiative also includes free Wolt+ memberships, giving shoppers access to benefits such as reduced delivery fees and special offers. The campaign is designed to encourage greater engagement with the platform while helping merchants drive traffic and sales.

Insight Analyst, Bently Briggs' view:

Romania has emerged as one of Central and Eastern Europe's most dynamic e-commerce markets, creating significant opportunities for digital platforms to build loyalty and increase purchase frequency. By combining discounts with membership benefits, Wolt is encouraging shoppers to deepen their engagement with its ecosystem. This initiative comes at a time when Romania has reportedly become Eastern Europe's largest e-commerce market, highlighting the growing importance of loyalty-led strategies as competition for online shoppers intensifies. As digital adoption continues to accelerate, programmes such as Wolt+ are likely to play an increasingly important role in attracting and retaining.

Migros brings pesticide testing transparency directly to shoppers

In Turkey, Migros has started publishing pesticide-control results for fruit and vegetables on Migros Sanal Market, allowing shoppers to see testing information directly within product descriptions. The retailer says it carries out pesticide analysis on more than 20,000 products each year, while its Antalya laboratory is capable of screening for around 600 active substances. The move makes food-safety information more visible at the point of purchase.

Insight Analyst, Ziwei Huang ‘s view:   

Greater transparency can help strengthen shopper trust in fresh produce, where quality and safety are difficult to assess visually. For retailers, sharing test results directly with customers could raise expectations around traceability and food-safety communication, encouraging competitors to provide clearer sourcing and quality information as part of the overall shopping experience.

Froo hits 300 stores in Romania

Froo, the Romanian convenience store which is part of the Żabka Group, has surpassed 300 stores in the country. The retailer reached the milestone after expanding its estate by around 50% within six months, reflecting strong momentum in the Romanian convenience market. The performance has reportedly led Żabka to revise its growth expectations for the banner as it continues to scale its presence across the country.

Insight Analyst, Bently Briggs' view:

Froo's rapid expansion highlights the strength of the convenience model in Romania, where shoppers are increasingly looking for accessible, mission-based shopping solutions. The chain's performance demonstrates that a well-executed convenience proposition can resonate strongly with consumers, creating further opportunities across both Romania and the wider CEE region. For retailers and suppliers alike, the success of Froo reinforces the long-term growth potential of convenience retail in markets where the channel remains relatively underdeveloped compared with Western Europe.

Kaufland expands food donations to reduce waste from fresh service counters

Kaufland Czechia has expanded its food donation programme to include selected fresh products from service counters, such as deli items and cheese. The move follows a pilot across seven stores, where each location saved around 6kg of food per day, equivalent to roughly 100–120kg per month. By including more perishable categories, Kaufland is extending its waste-reduction efforts beyond packaged products and improving the recovery of edible fresh food.

Insight Analyst, Ziwei Huang ‘s view:   

Fresh service-counter products are harder to redistribute because of shorter shelf lives and stricter handling requirements. Kaufland’s approach shows how retailers can reduce waste in higher-risk fresh categories while supporting food banks. For shoppers, it also strengthens the retailer’s sustainability credentials and demonstrates that waste reduction can be built into day-to-day fresh-food operations.

Couche-Tard is one step closer to acquiring Zabka

The acquisition, first reported in July and worth US$8.7 bn, would see Couche-Tard take control of Zabka’s over 13,000 stores across Poland and Romania, as well as its fast-growing online businesses. It has now been approved by the Polish FDI authority. With this significant hurdle passed, it is expected Zabka will soon be de-listed from the Warsaw stock exchange and join Circle K within the Couche-Tard group.

Analyst, Theo O’Flynn’s view:

With the deal already agreed by both parties, regulatory intervention was the next challenge in securing this acquisition. This has now been passed. This partnership could create a retailer with the modern digital excellence of Zabka, alongside the scale and buying power of Couche-Tard. Such a retailer has the potential to become a major competitor in convenience retail across Europe.

For more insight on the topic, read: Strategic implications of Couche-Tard acquiring Żabka

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