A new study reveals that a significant majority of Serbian consumers, 71.5%, shop at large supermarket chains on a daily or weekly basis. This indicates a strong preference for these retailers for regular household provisioning. The research highlights a trend of frequent, smaller shopping trips rather than less frequent, bulk buying. The data suggests supermarkets have become a central component of the Serbian consumer's shopping habits. This reliance on megamarkets underscores their importance in the country’s retail landscape and supply chains. Further analysis is expected to delve into the reasons behind this frequent shopping behavior, potentially including factors like freshness preferences and promotional offers. The study provides valuable insights for retailers aiming to optimize their strategies to cater to Serbian consumer needs.