Croatia’s most desirable retail employers revealed in new survey

ZAGREB, 18 September 2026 (Hina) – dm-drogerie markt and IKEA Croatia have been named the most desirable employers in Croatia’s retail sector, according to a survey published on Thursday by employment portal MojPosao.

The Employer of First Choice survey, conducted for the past 20 years by Alma Career Croatia, which operates the MojPosao brand, involved more than 27,000 respondents.

This year’s research focused on two major areas of the retail sector – fast-moving consumer goods (FMCG) and longer-lasting consumer goods (Non-FMCG).

In the FMCG category, dm-drogerie markt ranked first, followed by Müller and Lidl Croatia. The top 10 was completed by Bipa, Kaufland Croatia, L’Oréal Adria, Orbico, Konzum plus, Plodine and Spar Croatia.

In the Non-FMCG category, IKEA Croatia took first place, followed by Pevex, ITX Croatia, JYSK, LPP Croatia, Porsche Croatia, Zubak Group, Pepco Croatia, Petrol and Deichmann.

What makes employers attractive?

Among respondents considering FMCG employers, 49% said good treatment of employees by managers was one of the key reasons for an employer’s attractiveness.

This was followed by job security and good interpersonal relationships, both cited by 43% of respondents, while 41% highlighted the workplace atmosphere.

In the Non-FMCG sector, 54% of respondents identified good interpersonal relationships and workplace atmosphere as among the most important factors making an employer attractive.

A further 41% cited good treatment by managers, while 39% pointed to opportunities for professional development and learning.

The survey also examined employees’ willingness to change jobs.

Among respondents whose employer of first choice operates in the FMCG sector, 54% often think about changing employers, compared with 47% in the Non-FMCG sector.

However, the results were significantly different among people who already work for their employer of first choice.

In FMCG, only 13% of employees who already work for their preferred employer often consider leaving, while 43% do not consider changing employers at all.

By comparison, among people who do not work for their employer of first choice, 57% often think about changing jobs, MojPosao said.

The difference was even more pronounced in the Non-FMCG sector.

Only 10% of employees who already work for their employer of first choice often consider leaving, while 55% do not consider changing employers at all.

Among those who do not work for their first-choice employer, meanwhile, 55% often think about changing employers.

When it comes to employee benefits considered essential, the FMCG and Non-FMCG retail sectors showed very similar priorities.

At the top of the list were bonuses for exceptional performance, which were considered essential by 66% of FMCG respondents and 63% of those in Non-FMCG retail, according to the survey.