Czech Republic flag Czech Republic: Buying and Selling

Advertising and marketing in the Czech Republic

Marketing opportunities

Consumer Profile
The Czech Republic had a population of 10.7 million in 2020, with a growth rate of 0.06% annually. As in most European countries, the Czech population is ageing (with a median age of 43.3 years in 2020 according to CIA), which means that services for the elderly have increasing growth potential. 24.4% of the population is below 25 years of age, 43.3% is between 25 and 54, 12.1% is between 55 and 64, and 20.2% is 65 or older. 74.1% of the population lives in urban areas, with the northern and eastern regions having larger urban concentrations. Prague is by far the largest city, with about 1.3 million inhabitants.
There are 0.97 men for every woman. The UN estimates that the average household in the Czech Republic has 2.3 persons. The average dwelling comprises 1.4 rooms per person, compared to the OECD average of 1.8 rooms per person. According to OECD data, in the Czech Republic, 94% of adults aged 25-64 have completed upper secondary education, well above the OECD average of 78%, one of the highest rates in the OECD. This is slightly higher for men – 95% of men graduating with a degree, compared to 92% of women.
In terms of employment, as of 2020 3% of the workforce is employed in the agricultural sector, 37% in the industrial sector, and 60% in services (World Bank).
Purchasing Power
GDP per capita at purchasing power parity in the Czech Republic was USD 42,575 in 2019, according to World Bank data. According to OECD data, the average net adjusted disposable income of households per capita is USD 21,453 per year, lower than the OECD average. It should be noted that there is a considerable gap between the well-off and the poorest, with the top 20% earning about four times as much as the lowest 20%. The Gini index, measuring levels of inequality in the country, stands at 24.9 according to the latest available data from the World Bank. The purchasing power of the labour force is closely linked to its level of education.
In the 2020 Gender Equality Index, the Czech Republic achieved a score of 56.2 out of 100, improving slightly compared to the previous edition, but with a score of 11.7 points lower than the EU average. According to sources from the Labour and Social Affairs Ministry, in 2020 women earn 20% less than men in the Czech Republic, above the EU average of 14.8%.
Consumer Behaviour
Czech consumers are traditionally price sensitive, but quality is becoming more and more important. This is indicated by a notable transition from cheaper brands to well-known brands. As consumer purchasing power increases, there is a growing interest in free, organic and health products. 60% of consumers use local businesses. Discount stores, in particular, have been very successful and are now dominating the grocery market.

With an internet penetration rate of 87%, the Czech consumer is digitally connected and regularly uses a smartphone for online purchases (61% of consumers aged 16 to 26, and 43% of the entire population). Cross-border e-commerce is also becoming increasingly popular, with Czech consumers looking for lower prices or products not available in their country. In the Czech Republic, mobile devices are the most preferred device for shopping online, and the total number of internet retailers has grown rapidly in recent years. Collaborative platforms such as Uber or Blablacar are not widely used in the country. Although public opinion is generally positive, in major cities such as Prague the government has imposed fines several times on companies like Uber. Second-hand markets are very popular in the country and attract many buyers looking for clothing, vinyl records, jewellery and bags.
Consumers Associations
Association of Czech Consumers
Czech Consumer Protection Association , in Czech
Main Advertising Agencies
J. Walter Thompson
OMD
Hullabaloo
FCB Czech

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Latest Update: May 2022

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