The average receipt in NOVUS stores increased by 8% in 2024 compared to 2023, reported Alexey Panasenko, Deputy General Director for Operations at NOVUS, in an interview with Interfax-Ukraine.
"This year, we are seeing a slight decline in consumer sentiment. According to Info Sapiens data, the consumer sentiment index dropped by 3.8 points in October 2024, reaching 68.8. This trend reflects the cautiousness of buyers, which is evident in the current instability. At the same time, the average receipt in our supermarkets has risen by 8% compared to last year, indicating that consumers are adapting to the new economic conditions and focusing on selecting quality products," - stated Panasenko.
According to him, compared to the pre-war period, there are varying dynamics in sales categories. In particular, a decline in volume is observed in the newborn goods category, which is a consequence of demographic changes and the overall decrease in purchasing activity in this group. However, there is stable growth in the sales of vegetables, fruits, and culinary products. This highlights consumers' increased interest in fresh products and ready-made solutions for daily meals. For instance, our culinary sales have grown by 12-15% (in kg).
Regarding the impact of the "National Cashback" program on consumer choices, it is difficult to identify purchases made specifically under the influence of this program.
"Since 2022, we have observed a steady increase in the share of domestic products in our sales. Today, more than 60% of over 30,000 items in our assortment are products of Ukrainian origin. In my opinion, the "National Cashback" program has become an additional powerful stimulus for this trend, although it is challenging to determine the exact percentage of growth that this initiative has provided," - noted Panasenko.
Traditional internal programs of the chain also stimulate consumer interest. According to Panasenko's observations, the most effective remain "deep" discounts on products reaching up to 55%, especially in the mid-range and premium segments.
"They not only support sales but also allow customers to purchase quality products at affordable prices — this is especially important for NOVUS under current conditions. For example, our "Minus 40%" promotion on imported wines is held twice a year. This year, we expanded similar programs to other categories, including tea, coffee, and cheeses. The increase in sales during such promotions depends on the "elasticity" of the products: for categories with a long shelf life, it is significantly higher," - said Panasenko.
The most "elastic" products remain long shelf-life goods, alcohol, and household chemicals — their turnover growth averages +170%, which is two to three times higher than normal sales. High elasticity is also found in delicacies and premium products, such as olive oil, hams, or cheeses: thanks to promotions, their growth reaches 18-20 times, which can be explained by attractive offers and the opportunity to enhance the consumer basket.
The development of the NOVUS supermarket chain is handled by BT Invest (Lithuania), established in 2008 by former shareholders of the "Sandora" company, Raimondas Tumenas and the late Igor Bezzub.
According to Opendatabot, the authorized capital of LLC "Novus Ukraine" is 634 million 742 thousand 662 UAH, and as of December 2024, the owner of "Novus Ukraine" with a 100% share in the authorized capital was the JSC "Consul Trade House" (Vilnius, Lithuania). The ultimate beneficiaries are Marina Poznyakova, Agne Ruzgiene, and Raimondas Tumenas.
According to the company's financial results, its revenue increased by 47% in 2023, reaching 23.6 billion UAH, while the net loss decreased by 87% to 310.7 million UAH.