What Konzum does

Konzum is Croatia's largest supermarket chain and a subsidiary of the Fortenova Group conglomerate, operating since 1957 and headquartered in Zagreb with over 10,000 employees. The company runs a nationwide network of physical stores across multiple formats — Super Konzum hypermarkets, Mini Konzum, and the newer Minute by Konzum neighborhood convenience concept — alongside an integrated digital platform comprising the Konzum webshop, the MultiPlusCard mobile loyalty application (available on iOS, Android, and Huawei AppGallery), and four fulfillment modes: home delivery, drive-in pickup, express delivery, and in-store pickup. Underlying technology is a retail operations platform with e-commerce, loyalty, and digital receipt capabilities, plus a cashierless smart-store pilot (Konzum SMART) and an in-store digital shopping tool (Shop&Touch).

Konzum monetizes primarily through one-time retail sales of groceries and consumer goods across food, household, personal care, baby care, pet food, and specialty categories, supplemented by e-commerce transactions and an extensive private-label portfolio of more than 30 sub-brands (including K Plus, Active Zone, Bio Zone, Gelatissimo, Lumpi, Adriatic Queen/Sardina, Kitty, and Finesse) that generate incremental margin. Pricing follows a per-unit/per-kilogram retail model with regular promotional cycles, a 10% retiree discount, and MultiPlusCard member coupons. The customer base is the general Croatian consumer across horizontal segments (general consumers, retirees, pet owners, and health-conscious shoppers), with no meaningful B2B or wholesale revenue concentration.

Strategic activity in 2024–2025 centers on organic domestic expansion: five or more new store openings across Croatian cities, a network modernization program funded by more than €10 million in annual capex, and a €26 million 2025 wage investment on top of €77 million over the prior 2.5 years. Konzum has been recognized for eight consecutive years as Croatia's largest food donor (Najdonator) and holds Poslodavac Partner and Tvrtka prijatelj zdravlja certifications, reinforcing its ESG and employer-brand positioning. The company remains private within Fortenova Group with no disclosed external funding rounds, M&A activity, or public listing plans.

Name

Konzum

Legal name

Konzum plus d.o.o.

Website

https://konzum.hr

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Konzum is Croatia's largest supermarket chain and a Fortenova Group subsidiary, operating a nationwide network of physical stores across multiple formats complemented by a webshop, mobile loyalty app, and home delivery, drive-in, express, and pickup services, serving general Croatian consumers through broad grocery and private-label assortments.

Ownership category

akta.pro rank

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales - Physical Stores: Revenue from selling grocery and consumer goods through physical supermarket locations across Croatia
2. Online/E-commerce Sales: Revenue from web orders with delivery, drive-in, and pickup services
3. Private Label Products: Revenue from proprietary brands including K Plus, Active Zone, Gelatissimo, Adria Mare, Ocean, Bio Zone, Free Zone, and 30+ other brands across food, household, and personal care categories

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Konzum operates a nationwide supermarket chain in Croatia selling groceries, household goods, personal care products, pet supplies, and specialty items through physical stores (Super Konzum, Mini Konzum, Minute by Konzum) and the Konzum Webshop. The company also sells an extensive portfolio of 30+ private label brands across food, beverage, household, personal care, baby, and pet categories, and operates the MultiPlusCard loyalty program with personalized digital coupons.

Product overview

Konzum is Croatia's largest supermarket chain (part of Fortenova Group) operating a hybrid physical-digital retail platform. The offering is organized around three pillars: (1) a broad physical store network (supermarkets, Super Konzum, and the new Minute by Konzum concept stores) spanning across Croatia; (2) a digital platform comprising the Konzum webshop, a MultiPlusCard mobile app (available on iOS, Android, and Huawei AppGallery), and multiple delivery/pickup services (Dostava, Drive-in, Express dostava, Pokupi); and (3) a portfolio of approximately 45+ private label sub-brands including K Plus (general grocery), Active Zone (sports nutrition), Gelatissimo (ice cream), Ocean (seafood), Bio Zone (organic), Free Zone (allergen-free), Kitty/My Pets (pet food), Lumpi (baby care), Spice Chef (spices), and Adriatic Queen/Sardina (premium canned fish). The Reciklopedija educational initiative and Konzum Recepti recipe platform support the sustainability and customer engagement ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• K Plus: Store brand product line featuring dairy products, fresh produce, and various food items
• Active Zone
• Gelatissimo
• Adria Mare
• Ocean
• Bio Zone
• Free Zone
• Garden Good
• Minute
• Hrusty
• Finesse
• Buddy
• Kitty
• My Pets
• Dax
• Natur
• Special Moments

Products and services

• Konzum Webshop
• MultiPlusCard Loyalty Program
• Home Delivery (Dostava)
• Drive-in Service
• Express Delivery (Express dostava)
• In-Store Pickup (Pokupi)
• Konzum Gift Card (Poklon kartica)
• Utility Bill Payment (Plaćanje režija)
• Private Label Brand Portfolio

Quantifiable outcome

• Donated more than 2,600 tonnes of food since 2016
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Fortenova Group CompaniescoreOthers · 1 January 2023Konzum is part of Fortenova Group, along with 12 other companies including Pik Vrbovec, Jamnica, Mercator-Srbija, and Belje. The Employer Partner Certificate was awarded to 13 companies from the Fortenova Group collectively, demonstrating shared HR practices and corporate culture.
• MultiSportminorStrategic or Co-development PartnerMultiSport program partnership enabling employees to participate in sports activities as part of employee wellness initiatives
• Sardina d.o.o. (Adriatic Queen)minorGTM or Marketing PartnerFeatured supplier partnership for sardine and seafood products, with dedicated promotional space on Konzum website featuring recipes and product information

Scale indicators5 records

Recent moves12 records

Expansion highlights3 records

Broad incumbents

• Carrefour: Global hypermarket and supermarket incumbent with comparable hypermarket/supercenter formats that overlap with Konzum's Super Konzum stores in assortment and shopping experience.
• Tesco: Multinational grocery retailer with integrated loyalty, private label, and omnichannel capabilities that mirror what Konzum's MultiPlusCard and webshop offer on a regional scale.
• Ahold Delhaize: European grocery incumbent operating multiple supermarket banners, overlapping with Konzum's broad grocery category exposure but at multinational scale across many countries.

Direct peers

• Studenac: Fast-growing Croatian supermarket chain with aggressive nationwide expansion, competing directly with Konzum on price, assortment, and store network growth.
• Plodine: Croatian supermarket chain operating across Croatia, directly comparable to Konzum in store formats and broad grocery and household assortment.
• Lidl Hrvatska: Discount supermarket chain operating in Croatia, directly competing with Konzum on price and assortment in grocery retail across the same nationwide footprint.
• Kaufland: Hypermarket chain operating in Croatia, directly overlapping with Konzum on broad grocery and household assortment in mid-to-large store formats.
• Tommy: Croatian supermarket chain with nationwide operations, competing head-to-head with Konzum in grocery and household categories across similar store footprints.
• Spar Hrvatska: Supermarket chain present in Croatia with multi-format food retail stores, comparable to Konzum in store formats, assortment breadth, and customer base.

Regional players

• Mercator: Slovenian-based supermarket chain and fellow Fortenova Group affiliate, comparable business model but primarily serving Slovenia and adjacent markets rather than Croatia.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC8gfvNpJy1mUAGVQhCHZFag
• Facebookfacebook.com/Konzum
• LinkedInlinkedin.com/company/konzum
• Instagraminstagram.com/konzumhr/?hl=hr
• TikToktiktok.com/@konzumhr
• Xx.com/KonzumHr

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Konzum