Serbia has a concentrated but competitive grocery retail market. The ten largest supermarket and grocery chains generated about RSD 587.5 billion in combined revenue in 2025, equal to roughly €5.0 billion.
Delhaize Serbia remained the clear market leader, followed by Lidl Srbija and Idea Marketi. Univerexport, Metro Cash & Carry, Aman, DIS, Gomex, MERE and Super Vero completed the top ten.
This ranking uses the latest available 2025 retailer financial data and current 2026 store information. Revenue is compared at Serbian legal-entity level. Store counts are current where retailers publish them. Market-share figures are only used where a dated, credible estimate exists.
: Delhaize Serbia is the largest supermarket retailer in Serbia by 2025 revenue at about €1.47 billion. Lidl Serbia is second at €1.08 billion, while Idea Marketi is third at €793.1 million.
Top 10 supermarkets in Serbia
| Rank | Retailer | 2025 revenue | Stores / locations |
|---|---|---|---|
| 1 | Delhaize Serbia | €1.47bn | 500+ stores across Maxi, Mega Maxi and Shop&Go formats |
| 2 | Lidl Srbija | €1.08bn | 80+ stores in 45 cities |
| 3 | Idea Marketi | €793.1m | 300+ IDEA, Roda and Mercator stores |
| 4 | Univerexport | €379.0m | 200+ stores |
| 5 | Metro Cash & Carry Serbia | €362.1m | 10 distribution centres plus Jutro franchise network |
| 6 | Aman | €302.5m | 280+ stores before DIS consolidation |
| 7 | DIS | €217.3m | 48 directly operated stores plus 170+ franchises |
| 8 | Gomex | €213.8m | 280+ stores |
| 9 | MERE / ROS Produkt Servis | €128.0m | Growing discount network |
| 10 | Super Vero / Veropoulos | €92.0m | 8 stores in Serbia |
What is happening in Serbia’s supermarket market?
Serbian grocery retail has been moving towards larger chains, stronger discount formats and more professionalised procurement.
International groups such as Ahold Delhaize, Lidl and Metro sit alongside large Serbian-owned retailers including Univerexport, Aman and DIS.
The market changed again in 2026 when Aman agreed to acquire DIS. That deal matters because the 2025 financial ranking still shows Aman and DIS as separate legal businesses, while their competitive position is now increasingly connected.
The government has also intervened in retail pricing and margins. That has added pressure to profitability even as many retailers continue to grow revenue.
For suppliers, Serbia is therefore not only about finding the biggest chain. Different retailers have different formats, buying structures, private-label strategies and geographic strengths.
How we ranked Serbia’s supermarket chains
The ranking uses the latest available full-year 2025 turnover data compiled from Serbian company filings.
We considered:
- 2025 Serbian revenue;
- current store network;
- ownership;
- market presence;
- store formats;
- recent acquisitions or expansion;
- supermarket relevance.
Revenue is the main ranking measure because it is more comparable than store count. A small convenience store and a hypermarket cannot be treated as equal units.
1. Delhaize Serbia
Delhaize Serbia is the largest grocery retailer in Serbia by revenue.
The business is owned by Ahold Delhaize and operates several retail formats, including Maxi supermarkets, Mega Maxi hypermarkets and Shop&Go convenience stores.
History
Maxi opened its first store in New Belgrade in 2000.
The business later became part of Delhaize Group and then Ahold Delhaize following the international merger of Ahold and Delhaize.
Over time, Maxi developed into one of the best-known supermarket brands in Serbia.
Head office and store network
Delhaize Serbia is headquartered in Belgrade.
Current group and market sources describe a network of more than 500 stores across its formats.
Maxi itself operates across dozens of Serbian cities. The retailer also uses Mega Maxi for larger stores and Shop&Go for convenience shopping.
Revenue and profit
Delhaize Serbia generated about RSD 172.8 billion, or €1.47 billion, in 2025 revenue.
That was around 1% higher than the previous year.
Net profit fell sharply to around RSD 1.04 billion, partly reflecting regulatory pressure on retail margins.
Employees
Delhaize Serbia is one of the country’s largest private-sector employers. Current public employer information describes a large workforce across stores, logistics and head-office operations.
A precise current 2026 group headcount was not consistently stated across the sources reviewed, so this article does not invent one.
Market share
A 2026 market overview cited Delhaize Serbia at roughly 30% of modern grocery retail. This should be treated as an approximate dated estimate rather than a permanent figure.
Why Delhaize Serbia matters to suppliers
Its scale gives it substantial buying power.
A supplier that wins a national listing can gain significant volume, but it also needs reliable production, logistics and promotional support.
For private-label manufacturers, retailer specifications and compliance standards can be especially demanding.
2. Lidl Srbija
Lidl Srbija is Serbia’s second-largest grocery retailer by 2025 revenue.
The German discounter entered the Serbian market later than several domestic competitors but expanded quickly.
History
Lidl opened its first Serbian stores in October 2018.
The chain grew rapidly through a standardised discount model centred on a focused range, strong private label, fresh bakery and frequent promotional products.
Head office and stores
Lidl Serbia operates more than 80 stores in 45 cities.
The company also operates logistics infrastructure to support its national network.
Revenue and profit
Lidl Srbija reported RSD 127.2 billion, or about €1.08 billion, in 2025 revenue.
Revenue increased by 14.5% year on year.
Net profit was approximately RSD 4.54 billion.
Employees
Lidl employs thousands of people across stores, logistics and administration in Serbia.
Because current public headcount figures vary by reporting date, we do not use an unverified number here.
Market share
A 2026 market estimate placed Lidl at around 20% of the modern grocery market.
The exact share will change as stores open and competitors expand.
Why Lidl matters
Lidl has strong private-label penetration.
This creates opportunities for manufacturers that can meet central specifications and large-volume requirements, but it also means branded suppliers compete for fewer shelf positions than in a broad-range hypermarket.
3. Idea Marketi
Idea Marketi is one of Serbia’s largest grocery retail businesses and operates the IDEA, Roda and Mercator formats.
The company is part of Fortenova Group.
History
IDEA opened its first store in Belgrade in 2005.
The wider business has roots stretching back more than seven decades through its predecessor retail operations.
The group has continued consolidating banners and formats under the Idea Marketi structure.
Stores and employees
Idea Marketi says its network covers more than 80 cities and towns across Serbia.
It operates more than 300 IDEA, Roda and Mercator stores.
The company reports more than 6,750 employees.
Revenue
Idea Marketi generated about RSD 93.1 billion, or €793.1 million, in 2025 revenue.
Revenue fell by 13.7% compared with the previous year.
The company also reported a net loss of around RSD 4.05 billion.
Market share
A dated market estimate placed the Idea/Mercator business at approximately 19% of modern Serbian grocery retail.
Why Idea Marketi matters
Its multi-format network gives it reach across different shopping missions.
IDEA handles everyday supermarket shopping, Roda serves larger formats, and Mercator provides hypermarket scale.
For suppliers, one commercial relationship can therefore cover several store types.
4. Univerexport
Univerexport is the largest Serbian-owned retailer in this ranking by 2025 revenue.
The business is based in Novi Sad and has built a large national supermarket network.
History
Univerexport was founded in the Vojvodina region and expanded from a local operation into one of Serbia’s biggest domestic supermarket businesses.
It remains privately controlled.
Stores
Current market data describes a network of more than 200 stores.
The retailer has particularly strong roots in northern Serbia but has expanded well beyond its original base.
Revenue and profit
Univerexport generated about RSD 44.5 billion, or €379.0 million, in 2025 revenue.
Revenue increased by around 6%.
Net profit fell significantly to approximately RSD 74.8 million.
Ownership and valuation
Univerexport is privately owned, so there is no public market capitalisation.
A current independent valuation is not publicly disclosed.
Market share
A 2026 market estimate placed Univerexport at roughly 7%.
Why Univerexport matters
It gives suppliers access to a major Serbian-owned buying organisation.
That can be attractive to local food manufacturers seeking national distribution without relying only on foreign-owned chains.
5. Metro Cash & Carry Serbia
Metro is different from a conventional supermarket chain because its core model is wholesale and professional customers.
However, its scale and role in food distribution make it highly relevant to the Serbian grocery market.
History and ownership
Metro Cash & Carry Serbia is part of Germany’s Metro AG.
The group specialises in wholesale supply to independent retailers, hospitality businesses and professional food customers.
Distribution network
Metro operates 10 distribution centres in Serbia.
These include three locations in Belgrade plus centres in Novi Sad, Niš, Kragujevac, Subotica, Šabac, Požarevac and Palić.
Metro also supports independent retailers through the Jutro franchise model.
Revenue
The Serbian business reported RSD 42.5 billion, or around €362.1 million, in 2025 revenue.
Revenue grew by 7.6%.
The company recorded a small net loss of around RSD 67.9 million.
Why Metro matters
Metro provides a route to market that extends beyond its own centres.
A food supplier can reach independent shops, restaurants and other professional customers through the wholesale network.
6. Aman
Aman is one of Serbia’s largest domestically controlled supermarket chains.
It has grown through a combination of organic expansion and acquisitions.
History and acquisitions
Aman expanded its network by acquiring smaller Serbian retailers including SOS Marketi and Višnjica.
In April 2026, Aman agreed to acquire DIS, another major Serbian chain.
This is one of the most important structural changes in the current market.
Stores
Before fully combining the DIS network, Aman operated more than 280 stores.
Its formats include Aman neighbourhood stores and Aman Plus larger-format locations.
Revenue and profit
Aman generated approximately RSD 35.5 billion, or €302.5 million, in 2025 turnover.
Revenue increased by 12.7%.
Net profit was around RSD 626.4 million.
Ownership
Aman is privately controlled. A current company valuation is not publicly disclosed.
Why Aman matters
The DIS acquisition gives Aman greater scale and strengthens its national reach.
For suppliers, this can alter negotiations because two previously separate buying organisations may increasingly operate under common ownership.
7. DIS
DIS remains a major Serbian grocery name even after its 2026 acquisition by Aman.
The 2025 financial ranking treats DIS separately because the deal occurred after the reporting period.
History
DIS developed from Krnjevo into one of Serbia’s best-known domestic supermarket groups.
It combines directly operated stores with a substantial franchise network.
Stores
Current DIS information lists 48 directly operated stores, including Super DIS locations, plus more than 170 franchise stores.
This franchise model extends the brand beyond the company’s own store estate.
Revenue
DIS generated around RSD 25.5 billion, or €217.3 million, in 2025 turnover.
Revenue fell by 11.7% year on year.
The retailer recorded a net loss of approximately RSD 836.5 million.
Market share
A pre-acquisition market estimate placed DIS at around 8%.
This figure should not be treated as a current standalone share after Aman acquired the business.
Why DIS still matters
DIS has strong recognition, a large franchise base and an established domestic supplier network.
The main question for 2026 and beyond is how Aman integrates the business while retaining useful parts of the DIS brand and operating model.
8. Gomex
Gomex is a major neighbourhood and convenience-focused grocery chain based in Zrenjanin.
Its network is concentrated particularly in northern and central Serbia.
Stores
Gomex operates more than 280 stores.
The chain’s smaller-format model gives it a different position from hypermarket-led retailers.
Revenue
Gomex reported RSD 25.1 billion, or around €213.8 million, in 2025 revenue.
Revenue increased by 7.3%.
The business nevertheless reported a net loss of about RSD 1.36 billion.
Ownership
Gomex is majority owned by Seet Investment Holdings, linked to CEECAT Capital, while founder Goran Kovačević retains a significant minority stake.
Why Gomex matters
Its neighbourhood-store model gives suppliers access to frequent, convenience-led shopping missions.
Pack sizes and price points that work in a hypermarket may not always be ideal for this format.
9. MERE / ROS Produkt Servis
MERE is a hard-discount grocery format operated in Serbia by ROS Produkt Servis.
The chain is associated with an extreme value model and a simplified store environment.
Growth
ROS Produkt Servis recorded the fastest revenue growth among Serbia’s top ten grocery retailers in 2025.
Revenue increased by 46.5% to around RSD 15.03 billion, or €128.0 million.
Net profit increased to approximately RSD 207.4 million.
Business model
MERE competes through low operating costs and aggressive pricing.
Its model generally uses simpler merchandising and store fit-out than conventional supermarkets.
Store count
The network continues to expand, but a single current official Serbian store total was not clearly disclosed in the primary sources reviewed.
Why MERE matters
The chain creates pressure at the low-price end of the market.
Suppliers need to decide whether they can meet the required price architecture without damaging margins or brand positioning.
10. Super Vero / Veropoulos
Veropoulos operates in Serbia under the Super Vero grocery brand and also runs Jumbo non-food stores.
The group is headquartered in Greece.
Stores
Veropoulos operates eight stores in Serbia, with most of the network in Belgrade.
Its supermarket format is positioned differently from the largest discount and neighbourhood chains.
Revenue and profit
The Serbian business generated around RSD 10.8 billion, or €92.0 million, in 2025 turnover.
Revenue grew by 6.9%.
Net profit was approximately RSD 646.3 million.
Why Super Vero matters
Although smaller by store count, Super Vero can be relevant for suppliers with differentiated, imported or premium products.
Store count alone therefore understates its value for certain categories.
How do Serbia’s supermarket chains compare?
| Retailer | Main strength | Format profile |
|---|---|---|
| Delhaize Serbia | Market scale | Supermarket, hypermarket, convenience |
| Lidl | Discount and private label | Standardised discount stores |
| Idea Marketi | Multi-banner national reach | Supermarket and hypermarket |
| Univerexport | Largest Serbian-owned chain by revenue | Supermarkets |
| Metro | Wholesale reach | Cash & carry and franchise support |
| Aman | Large domestic network | Neighbourhood and larger formats |
| DIS | Franchise reach | Supermarket and hypermarket |
| Gomex | Neighbourhood density | Convenience and supermarket |
| MERE | Hard discount | Low-cost discount |
| Super Vero | Premium and differentiated assortment | Large supermarket |
What is the supermarket market share in Serbia?
Current market-share estimates vary by definition and reporting period.
A 2026 overview placed the largest operators at roughly:
- Delhaize Serbia: around 30%;
- Lidl: around 20%;
- Idea/Mercator: around 19%;
- DIS: around 8% before the Aman acquisition;
- Univerexport: around 7%.
These should be treated as indicative, not permanent audited shares.
The Aman-DIS deal also changes how market concentration should be interpreted going forward.
Which is the largest supermarket chain in Serbia?
Delhaize Serbia is the largest grocery retailer by 2025 revenue.
It generated about €1.47 billion, ahead of Lidl at €1.08 billion and Idea Marketi at €793.1 million.
Which Serbian supermarket has the most stores?
Store-count comparisons depend on whether franchises and different banners are included.
Delhaize Serbia operates more than 500 locations across several formats. Idea Marketi operates more than 300 stores. Aman and Gomex each operate large networks of more than 280 stores, while DIS adds a substantial franchise estate.
Because formats vary greatly in size, store count is not the same as market size.
Which supermarkets are Serbian owned?
Major Serbian-controlled retailers include Univerexport and Aman.
DIS was Serbian-owned before the 2026 sale to Aman.
Other large players are controlled by international groups:
- Delhaize Serbia — Ahold Delhaize;
- Lidl — Schwarz Group;
- Idea Marketi — Fortenova Group;
- Metro — Metro AG;
- Super Vero — Veropoulos;
- MERE — Russian-backed retail operation.
How important is private label?
Private label is increasingly important, especially at discount-led retailers.
Lidl’s model depends heavily on retailer-owned brands. Delhaize, Idea and other chains also operate private-label ranges.
This creates opportunities for Serbia’s private-label manufacturers, but suppliers need to meet strict specifications, volumes and price targets.
What do suppliers need before approaching Serbian supermarkets?
A listing pitch needs more than a good product.
- Clear wholesale price.
- Retail margin room.
- Reliable production capacity.
- Food-safety certification.
- Serbian-compliant labelling.
- Barcode and case configuration.
- Delivery capability.
- Promotional plan.
- Evidence of demand.
- Fast response to quality issues.
Large chains will also look at supplier financial stability and the ability to maintain service during seasonal peaks.
How important is local sourcing?
Local sourcing matters across several Serbian chains.
Retailers use domestic products to improve freshness, reduce lead times and appeal to shoppers looking for Serbian origin.
Local sourcing is especially relevant in fresh produce, bakery, meat, dairy and traditional food categories.
Serbia’s growing fresh produce supply base gives supermarkets access to domestic apples, plums, vegetables and other crops.
How does packaging affect supermarket listings?
Packaging has to survive distribution and work on shelf.
Retailers assess:
- case size;
- barcode readability;
- pack durability;
- shelf dimensions;
- legal information;
- recyclability;
- display efficiency.
Serbia has a substantial packaging manufacturing base that can support local FMCG producers with cartons, corrugated cases and food-packaging materials.
What is changing in Serbian grocery retail?
Three trends stand out.
1. Consolidation
Aman’s acquisition of DIS reduces the number of large independent Serbian buying organisations.
2. Discount growth
Lidl continues to expand, while MERE adds pressure at the lower-price end.
3. Margin pressure
Government intervention and consumer price sensitivity have made profitability harder even for retailers growing sales.
Could more international supermarkets enter Serbia?
International retailers continue to examine the Serbian market.
Carrefour, Eurospin and other groups have been mentioned in market reports, but a rumour or expression of interest is not the same as a confirmed launch.
GTN therefore does not count a retailer as operating in Serbia until a real market entry is confirmed.
Which supermarket is best for suppliers?
There is no single answer.
A mass-market FMCG supplier may prioritise Delhaize, Lidl and Idea because of volume.
A premium imported product may fit Super Vero better.
A foodservice-oriented supplier may value Metro.
A smaller domestic manufacturer may find regional or neighbourhood networks easier to enter first.
The best route depends on product, price, production capacity and channel strategy.
Frequently asked questions
How many major supermarket chains does Serbia have?
Serbia has at least ten major grocery retailers with meaningful national or regional scale, alongside smaller chains, franchise networks and independent stores.
Who owns Maxi Serbia?
Maxi is operated by Delhaize Serbia, which is part of Ahold Delhaize.
When did Lidl enter Serbia?
Lidl opened its first Serbian stores in October 2018.
Who owns IDEA Serbia?
Idea Marketi is part of Fortenova Group.
Did Aman buy DIS?
Yes. Aman agreed to acquire DIS in April 2026. The 2025 revenue ranking still treats them as separate companies because the transaction happened after the financial year.
Which is Serbia’s largest domestically owned supermarket?
Univerexport was the largest Serbian-owned retailer by 2025 revenue in the latest ranking, although Aman’s acquisition of DIS materially increases Aman’s combined scale.
Does Serbia have hard discount supermarkets?
Yes. Lidl is a major discount operator and MERE competes with an even more stripped-back hard-discount model.
Are supermarket revenues growing?
Most of Serbia’s top ten retailers increased revenue in 2025, although Idea Marketi and DIS reported declines.
Why did some retailers lose money despite higher sales?
Higher revenue does not guarantee higher profit. Wage costs, energy, logistics, price competition and government margin rules can reduce profitability.
Is Serbia a good market for FMCG suppliers?
Serbia offers a sizeable modern grocery market with several national chains and strong local food production. Suppliers still need the right price, certification, logistics and retailer fit.
Editor’s Note: Rankings use 2025 Serbian retailer filings and current 2026 store information.
