COOP Jednota also accelerated with increased investments in TV

COOP Jednota is the fourth fastest-growing brand in search. It recorded an absolute increase in searches of over 838 thousand searches (+37.19%). COOP Jednota thus managed to grow significantly in a market that is growing only marginally. 

You can review the complete visualized study with over 90 brands in individual categories in detail on the website data.thinkbig.sk

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The supermarket segment is growing only moderately (+1.3%)

The segment is dominated by Kaufland and LIDL, followed by Tesco, whose market share smaller challengers are trying to chip away at. Besides COOP Jednota, the Polish discount chain Biedronka recorded the most dynamic increase in searches. Conversely, Lidl and Tesco saw a decrease in searches.

Growth was accelerated by increased investments in TV

The exceptional increase in searches for the COOP Jednota brand was likely due to TV investments, which grew (by 30%) from €4.73 million in 2024 to €6.18 million in 2025. Creatively, COOP Jednota also relied on its proven long-standing communication concept in 2025. However, unlike previous years, the advertisements no longer take place on a traditional sheep farm but directly in the stores. 

Expert insight from Peťo Holán (Head of Media Strategy)

COOP Jednota's growth (in an otherwise only moderately growing supermarket segment) is the result of increased media investments and the brand's long-term communication consistency, which is undergoing evolutionary development.

The shepherd and herdsman concept has been running for 15 years, making it the longest-running advertising duo in Slovakia. Such consistency, combined with humor, increases the memorability of both the advertisement and the brand.

Furthermore, the 150th-anniversary campaign featuring a song by IMT Smile garnered 3.6 million views on YouTube, demonstrating that by effectively combining well-known characters, music, and emotion, a brand can achieve exceptional media reach thanks to its ability to create communication that resonates closely and naturally with people.

COOP Jednota successfully preserves traditional values while gradually introducing more modern elements into its products and communication, such as automated 24/7 stores or modern Tempo stores. This very blend of tradition and modernity helps the brand remain relevant to today's consumers.

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The complete visualized study, featuring over 90 brands across various categories, can be explored in detail on the website data.thinkbig.sk