According to Maria Movileanu, Commercial Director of the company, there is an increasing polarization of consumption in the market between the economy segment and the premium segment
“Consumer behavior is changing and we have to be able to adapt. It’s about loyalty, differentiation, convenience and partnership. In 2025, the company launched the Linella loyalty card, which has generated a lot of interest. Thus, 421 thousand consumers have downloaded the app and 362 thousand have used it at least once. More than 18% of purchases are made with the help of a loyalty card, and the average check for such customers is higher,” she specified.
The chain is building up “umbrella brands”
At the same time, the retailer is developing a portfolio of brands. “It is not the size of the store that is important, but how we adapt to the needs and profile of the client. Therefore, the bet is on different store formats. One example is the Nuca brand, originally conceived as a coffee corner and later integrated into Super Linella stores or operated separately. Also, for smaller communities, we launched the CIP format, which includes 3,000 to 3,000 items depending on the area”.
Moldretail noted that the market is increasingly clear about the polarization of consumption between the economy segment and the premium segment. “The client is becoming more aware and cautious. Price remains an important factor, but consumers are willing to pay more for quality,” Movileanu emphasized.
