In the third quarter of this year, footfall increased year-on-year in discount stores and supermarkets — by 11.2% and 5%, respectively. In contrast, it declined in hypermarkets (-0.4% y/y) and convenience chains (-0.3% y/y). The number of unique customers grew slightly in discounters and convenience stores (both +0.1% y/y), but decreased in hypermarkets (-3.4%) and supermarkets (-1.5%).
During this period, the convenience format maintained the largest share of total visits across analysed stores — 44% (vs. 46% a year earlier). It was followed by discounters — 31.9% (previously 29.8%), supermarkets — 18.9% (18.7%) and hypermarkets — 5.2% (5.5%). Shopping frequency remained unchanged in convenience stores, and increased in all other formats. Average visit duration shortened across three formats, with a small increase only in convenience.
These are the findings of a report by technology firm Proxi.cloud, prepared in collaboration with UCE RESEARCH, covering consumer behaviour in Q3 2025.
Discounters continue to win
“Discounters are consistently increasing their share of total traffic. A double-digit rise in store visits year-on-year is the result of several factors. These stores are locally accessible, their assortment is wide and regularly expanded to include fresh products and premium private labels. They also heavily invest in modernising locations and marketing — which can boost visit frequency,”
says Mateusz Chołuj, co-author of the report (Proxi.cloud).
Supermarkets also recorded growth, though to a lesser extent — they often act as a complement to discounters, offering more specialised product ranges such as fresh meat counters.
Hypermarkets, meanwhile, remain in a long-term decline.
“Large formats are steadily losing traffic to smaller, more convenient locations. Convenience traffic has now stabilised, and the slight dip may be due to rising competition from discounters and supermarkets,”
adds Mateusz Nowak, co-author of the report.
Market share of store formats (visits)
- Convenience stores – 44% (vs. 46% a year ago)
- Discounters – 31.9% (vs. 29.8%)
- Supermarkets – 18.9% (vs. 18.7%)
- Hypermarkets – 5.2% (vs. 5.5%)
“Convenience remains the leader thanks to its dense network and accessibility, often used for quick top-up shopping. But discounters are rapidly closing the gap — the difference between them narrowed by over 4 p.p. in a single year,” notes Chołuj.
Consumers are increasingly choosing discounters not only for bigger trips, but also for everyday purchases, cannibalising convenience footfall.
Shopping frequency (monthly average, Q3 2025 vs. Q3 2024)
- Convenience – 10.4 → 10.4 (no change)
- Discounters – 7.1 → 7.8
- Supermarkets – 5.2 → 5.6
- Hypermarkets – 3.0 → 3.1
Customers are maintaining clear shopping routines — discounters and supermarkets are gaining thanks to improved accessibility and broader offer, while convenience preserves its dominance in daily micro-visits.
Average visit duration (Q3 2025 vs. Q3 2024)
- Discounters – 13 min (down from 14 min 24 s)
- Supermarkets – 10 min 18 s (down from 11 min 30 s)
- Hypermarkets – 19 min 30 s (down from 20 min 48 s)
- Convenience – 4 min 18 s (slight increase from 4 min 12 s)
“Shoppers visit stores more often but buy more purposefully — shorter, more efficient trips. Self-checkout systems and faster service infrastructure also shorten the time spent in stores. Convenience remains extremely stable by nature — minimal fluctuations are expected,” concludes Chołuj.
