“The change is the result of the continued high growth dynamics of Action and the clear slowdown of the current number one company (Pepco). This reshuffle is part of broader structural changes in the market, which is increasingly growing thanks to increasing productivity of existing branches, growing brand recognition and focus on high-rotation categories,” we read in the analysis by PMR Market Experts by Hume's.
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The end of Pepco's dominance
Still in 2023, Pepco's advantage over Action was significant – the leader's revenues were nearly 1.5 times higher than those of the second player. However, the intensive development of Action in 2024 has reduced the distance between the networks to approximately PLN 500 million. PMR Market Experts by Hume's forecasts indicate that in 2025 Action will maintain a growth rate of several dozen percent, while Pepco will develop at a single-digit rate, which leads to a change at the top of the ranking.
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“The non-food discount market remains very competitive, and differences in growth rates quickly translate into market position. In the case of Pepco, we are currently observing a transitional period related to restructuring activities that may bring results in the coming years,” comments Agnieszka Skonieczna from PMR Market Experts by Hume's.
The non-food discount market increased by nearly 18%. year to year, while the number of stores increased only by 6%. This means that growth was driven primarily by increasing sales at existing locations, rather than the rapid pace of opening new locations.
PMR Market Experts by Hume's forecasts show that in 2025 the market growth rate will remain close to the level of 2024. The sector's results will be influenced by both a further increase in the number of stores and an increase in revenues generated by existing outlets.
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This is how network recognition changes
Recent years have brought a significant increase in the recognition of all non-food discount chains in Poland, with the strongest dynamics recorded by relatively new players on the market. In 2025, awareness of the Action network among consumers increased to 71%. , compared to 28 percent in 2021. A similar trend is observed in the case of Dealz and TEDi, which have significantly increased their presence in customer awareness in a short time. At the same time, Pepco remains the most recognizable brand in the segment and most often indicated by consumers, maintaining its leading position in terms of popularity, despite the slowdown in sales growth.
“High brand recognition, combined with a clear store format and a clearly defined value proposition, translates into an increasing frequency of purchases and an increase in sales in existing outlets. Our data shows that in 2025, sales generated by non-food discount stores will account for nearly 2 percent of all retail sales in Poland, and by 2031 this share may approach 3 percent,” emphasizes Agnieszka Skonieczna.
Recognition rate of individual networks
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PMR Market Experts by Hume's
