If a household can afford a meal containing meat, chicken or fish every two days, it means that the household has exceeded the basic nutrition limit and moved into an economic relief area. According to ASK's current 2024 data, 57.8% of households in Kosovo can meet this standard without difficulty
. The fact that more than half of the population can afford regular animal protein consumption is evidence of the vitality of the retail sector.
Increase in Disposable Income in Kosovo from 2018 to 2024
When the data of previous years are examined, the pace of growth in the Kosovo consumer market is more clearly understood. In 2018, the rate of households that could buy these foods regularly was only 38.7%
. Despite the pandemic and global inflation fluctuations, this rate increased to 63.5% in 2023 and formed a solid base at 57.8% in 2024.
. This approximately 19% increase over the six-year period confirms that there is a clear upward trend in disposable income in Kosovo.
This relief in consumers' access to basic food creates the following market opportunities for companies that will invest in retail in Kosovo:
A consumer base that can allocate a larger share of its budget to food begins to demand not only basic products but also value-added packaged foods, organic products and imported brands. The Kosovo market for supermarket chains and fast-moving consumer goods (FMCG) distributors is changing from a price-oriented market to a quality- and variety-oriented market.
The increasing trend in meat and protein consumption also creates a voluminous market for B2B companies operating in the fields of local animal husbandry, modern greenhouse farming, cold chain logistics and meat/fish import. Businesses involved in the food supply chain in Kosovo can build a profitable business model by meeting this growing domestic demand.