Central & Eastern Europe roundup: Easter, expansions, retail media, and new legislation

This month’s roundup highlights how retailers across CEE are preparing for key seasonal moments while simultaneously advancing major strategic priorities. From Easter‑driven merchandising to network expansion, price resets and AI‑powered shopper insight platforms, the region continues to evolve with shifting market dynamics.

In this instalment, our analysts for Europe offer their take on some of the region’s latest developments and initiatives. Here’s what you need to know about:

• Easter activations across the region

• Zabka’s airport expansion

• Rossmann and Lala’s movements in Albania

• Eurocash’s AI-powered retail media

• Nutri-score regulation in Romania

Retailers activate for Easter

Retailers across the region are presenting a range of activations for the holiday. In Romania, Auchan is displaying branded installations with Lindt’s famous chocolate bunnies and other products. Discounters are also getting involved, with Aldi Hungary offering an Easter menu for only HUF3400 (€8.86), including the traditional serving of pork knuckle and horseradish. Kaufland in Czechia is also offering traditional festive favourites, including lamb and marble cake, as well as special Easter flower bouquets.

Analyst, Theo O’Flynn‘s view: Taking advantage of key seasonal events is essential for retailers everywhere. Eye-catching activations for gifting and chocolate are great ways to celebrate Easter in-store. A challenge is posed, however, by the rich traditions that surround the holiday. Retailers must gain a deep understanding of their markets to capture the diverse cultures that exist around seasonal events across CEE.

For more outstanding Easter activations, read our Highlights article.

Żabka expands into airport retail

Żabka is set to open its first Żabka Nano autonomous store at Wrocław Airport, extending its presence in high‑traffic locations such as train stations, offices and universities. The store will operate 24/7 in the pre-security zone, using sensor-based, cashier‑less technology to offer fast grab-and‑go shopping.

Insight Analyst, Bently Briggs’s view: Żabka’s airport entry demonstrates the flexibility of its convenience formats and reinforces its potential in neighbouring CEE markets. The retailer has strong headroom for growth with its FROO banner in Romania, particularly in regional towns and cities where affordable food-for-now resonates strongly with value‑conscious shoppers.

Rossmann & Lala Expands Reach and Cuts Prices in Albania 

The German drugstore chain Rossmann & Lala, active in Albania since 2008, is preparing to expand into more regional cities, with new stores planned for Berat and Elbasan. At the same time, it has begun lowering prices across several personal care categories to offer more affordable options during a period of rising household costs. The retailer, which has invested significantly in the market over the years, aims to broaden its reach with a price reduction strategy while keeping quality standards consistent.

Insight Analyst, Ziwei Huang’s view: With household budgets tightening, maintaining market share while expanding is a demanding task for any major drugstore chain. By reducing prices without sacrificing product safety or quality, the retailer is positioned to appeal to valued-driven shoppers who are becoming more sensitive to inflation. This move highlights how European leading retailers in smaller markets are using price, reach, and reliability to secure long-term competitiveness in a challenging economic environment.

For more on how health and beauty stores are staying competitive, Read our latest Health and beauty report

Eurocash launches AI-based retail media and shopper insights platform 

Eurocash is joining other major regional retailers and partnering with Footprints AI, a Romanian startup. The platform will build on the Polish retailer’s existing shopper insights capabilities. It will utilise sales and performance data to target and optimise retail media campaigns through its AI models. These campaigns will run in selected Eurocash banners and span its physical and digital channels, reaching over 10mn Polish households.

Analyst, Theo O’Flynn‘s view: As margins tighten throughout their operations, retail media is an increasingly important revenue stream for retailers. AI is now enhancing this, making effective targeted campaigns easier to implement. Within a retailer’s ecosystem, these can draw directly from sales data and meet shoppers on the path to purchase. These efficiencies will make Eurocash’s retail media an attractive option for advertisers.

For more on how retail media is reshaping revenue: Read our Broken retailer economics report

Romania drafts regulation on voluntary Nutri‑Score use

Romania has published a draft decision to regulate the voluntary use of the Nutri-Score nutrition label, aligning the country with broader European practice. Food operators applying the label must notify the National Authority for Consumer Protection (ANPC) and place Nutri-Score products in separate shelf areas, supported by QR code nutritional information. Non‑compliance could incur fines of up to RON 50,000 (EUR 10,000).

Insight Analyst, Bently Briggs’s view: The proposal moves Romania closer to EU labelling norms and may help build shopper trust by making front-of-pack nutrition easier to interpret. While voluntary, clearer labelling could incentivise reformulation and give retailers a simple tool to demonstrate health credentials, though smaller suppliers may face additional compliance efforts.

What to read next: Q1 Europe: Brand innovation & retail activation highlights

 

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