According to supermarket managers, food distributors, and processors, the demand for food basket products was higher in January-February 2025 than in the same period of the previous year.

But both food importers and manufacturers are in a "war" to offer the cheapest prices, as the consumer's approach is towards careful spending, even orienting themselves towards products with cheaper prices.

Furthermore, the decline in the population is having a negative effect on the consumption of dairy products, dough, and sweets.

Elona Koshi, CEO of the Big Market supermarket chain, told Monitor that during the period January- February 2025, the demand for basic basket products has undergone moderate fluctuations compared to the same period last year.

In general, although in value, consumption has decreased, the increase in the number of products sold, according to Koshi, suggests continued consumption, but with a more cautious approach on the part of buyers.

“In January, the food category recorded a 5.4% drop in value, while the number of products sold increased by 5.2%, indicating a shift of consumers towards lower-priced products or more fragmented purchases. A similar trend was observed in the counter sector, with a 1.3% drop in value, but a small increase in the number of items sold by 0.5%.

In the first 15 days of February, this trend continued with a slight drop in value in the food category of 2.5% and a further increase in the number of products sold by 4.6%. This indicates an effort by consumers to optimize their budget, perhaps by choosing more economical products or taking advantage of offers”, she claims.

Koshi emphasizes that the main reason for the consumption movement is the impact of inflation on purchasing power, which is orienting the family consumer towards spending on cheaper products. “1. The impact of inflation and purchasing power consumers may be more careful in spending by orienting themselves toward cheaper products within the same category. 2. Promotions and pricing strategies, the increase in the number of products sold indicates that buyers are exploring more alternatives, perhaps due to the different offers in Big Market. 3. Seasonal changes and consumption trends. The post-holiday period may have influenced the decrease in purchases in January, while the stabilization in February reflects the return to normal consumption rates.

For 2024, according to Customs data, a quantity of 204 thousand tons of wheat was imported. Compared to 2023, the quantity of wheat imports increased by 6.4%. For January 2025, wheat imports decreased by 7% compared to January 2024.

The quantity of corn imported in 2024 was about 93 thousand tons. Compared to 2023, imports increased by 36%. There was also an increase in corn imports in 2025. For January, the amount of imports increased by about 61% compared to January 2024.

The Chairman of the Flour Processors Association, Adi Haxhiymeri, previously stated that the upward trend in imports for 2024 was not driven by increased demand, but by measures taken by flour mills to create reserves for the winter-spring period, as the price level of wheat for the new harvests was not yet predicted.

According to him, wheat import wholesalers made maximum use of grain storage to prevent losses from possible price changes after the July harvests.