Russian discount supermarket Fix Price set to rival grocery store giant Lidl amid major expansion plans

The Russian discount phenomenon Fix Price is poised to shake up the European market, setting sights on Serbia for a fresh round of ambitious expansion. The low-cost grocer has confirmed opening plans in Serbia, citing the region's market conditions and consumer dynamics as perfectly aligned with its business strategy.

This strategic move stands out as a significant Russian foray into European territory since the 2022 onset of the conflict in Ukraine. According to reports from the Russian daily Kommersant, industry insiders reveal that "several" physical stores are slated to pop up across Serbia by the latter half of 2025.

However, Fix Price is bracing for a showdown with established European players such as Delhaize, Lidl, and Mercator.

Since launching in 2007, Fix Price has surged ahead to command a fleet of over 6,500 outlets within Russia and former Soviet states. The chain's reach extends even beyond these borders into destinations like the United Arab Emirates and Mongolia.

By the close of 2024, the retailer boasts a particular claim to fame with 44 locations in Latvia—an EU and NATO member. Back in 2021, Fix Price made waves with a London Stock Exchange entry valued at an impressive $2 billion, marking the most substantial IPO milestone for Russian retail, reports the Express.

Back home, Russians reel under an onslaught of soaring prices, with fundamental food costs skyrocketing sharply above the stated inflation rate of 9.5%. The disparity has plunged citizens into financial distress, leaving them to grapple with unprecedented price hikes.

Over the past year in Russia, staple foods like milk and apples saw prices surge by about 20%, with cucumbers jumping 22%, beetroot 32%, butter 35%, cabbages 42%, onions 46%, and potatoes soaring by a staggering 90%.

The situation is expected to deteriorate throughout the year, with price inflation escalating as Russia's economy strains under wartime pressures.

Even Russian media, not known for their candid economic analyses, have been spotlighting the burgeoning crisis, unusually upfront about the skyrocketing food costs.

One stark headline on Moskovsky Komsomolets' front page in February declared "Price Fever".

Articles in the paper outline how "In 2025 inflation promises to be a serious challenge for the country's economy and ordinary Russians," detailing the relentless price hikes for essentials ranging from vegetables to housing, utilities, medicine, and transport.

Such rising living expenses are causing concern even within the Russian political ranks, prompting calls for the Kremlin to implement extreme measures.