Table of Content

Retailing in Belarus
Euromonitor International
February 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Growth is boosted by the improving economic landscape, instalment payment systems and the rise of e-commerce and mobile e-commerce
The demand for convenient shopping experiences increases the presence of food courts and convenience stores, while retailers widen their product assortments
As competition increases, players use various forms of discounts, deals and promotions to encourage value sales
As competition intensifies, several mergers and acquisitions shape the landscape
E-commerce and mobile e-commerce record high levels of growth, thanks to growing consumer trust, advancements in technology and a rise in mobile internet subscriptions
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2014-2019
Seasonality
Christmas and New Year
Back to School
International Women’s Day
Homeland Defender’s Day
Payments and delivery
Emerging business models
MARKET DATA
Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 4 Sales in Store-Based Retailing by Channel: Value 2014-2019
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
Table 6 Store-Based Retailing Outlets by Channel: Units 2014-2019
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 8 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 16 Retailing GBO Company Shares: % Value 2015-2019
Table 17 Retailing GBN Brand Shares: % Value 2016-2019
Table 18 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 19 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 21 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2019-2024
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2019-2024
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2019-2024
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
SOURCES
Summary 2 Research Sources
HEADLINES
PROSPECTS
Strong value growth is driven by growing disposable incomes, with consumers in 2019 less likely to spend time hunting for savings
Sales are boosted by various food options available through modern grocery retailers
Forecourt retailers records the highest value growth, boosted by a wide range of products, growing convenience and loyalty programmes
COMPETITIVE LANDSCAPE
Eurotorg retains its lead and continues expanding, as new players enter the landscape
Fierce competition leads to several acquisitions across the landscape
Players offer promotions and discounts to compete with each other and cut through the competition
CHANNEL DATA
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 42 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 43 Sales in Modern Grocery Retailers by Channel: Value 2014-2019
Table 44 Sales in Modern Grocery Retailers by Channel: % Value Growth 2014-2019
Table 45 Modern Grocery Retailers Outlets by Channel: Units 2014-2019
Table 46 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 47 Modern Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 48 Modern Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 49 Modern Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 50 Modern Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 52 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: Value 2019-2024
Table 54 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2019-2024
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: Units 2019-2024
Table 56 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
HEADLINES
PROSPECTS
The steady economy and an increase in disposable incomes boost sales for traditional grocery retailers, however, modern grocery retailers remain a threat
The state continues to encourage the development of traditional grocery retailers, offering incentives such as VAT exemption
Food and drink specialist retailers perform well, offering lower price points then modern grocery retailers, with a wide array of products and fresh foods
COMPETITIVE LANDSCAPE
Traditional grocery retailing remains fragmented with a few leading players
Tabakerka, tobacco kiosks are expected to expand over the forecast period, being a key seller of tobacco as the state removes tobacco from grocery stores
Modern grocery retailers continue to be major competition for traditional outlets, offering low-price points, deals and a similar array of goods
CHANNEL DATA
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 58 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 59 Traditional Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 60 Traditional Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 61 Traditional Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 62 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 64 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
HEADLINES
PROSPECTS
The improving economic landscape product assortments and convenient locations all drive growth for apparel and footwear specialist retailers
The trend of seasonality, fast-fashion and style over quality is driving sales, particularly from younger consumers of Belarus
New players positively impact the landscape, driving both growth and sales for apparel and footwear specialist retailers
COMPETITIVE LANDSCAPE
Competition is fierce on the landscape, as foreign players continue to enter the landscape, growing popular with consumers
Local retailers compete against global giants through discounts and promotions, with Svitanak offering particularly creative campaigns to cut through the competition
Small cities welcome the expansion of apparel and footwear specialists, which allow them to shop for these items locally, without having to travel far
CHANNEL DATA
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 66 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 67 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 68 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 70 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 72 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
HEADLINES
PROSPECTS
Drugstores/parapharmacies record the highest levels of value growth, widening its product assortment and offering discounts on their non-pharmacy goods
Sales in beauty specialist retailers is boosted by women following global beauty trends; however, drugstores/parapharmacies continue to be a threat
Outlet growth from players sees an increasing share of beauty products
COMPETITIVE LANDSCAPE
State-owned chemists/pharmacies Pharmacia UP retains its lead of the landscape, as Parfum Trade takes the second spot away from Zapadhimtorg ChTUP
Players compete through frequent promotions and discounts, however, they need to assure value growth is not damaged
Drugstores/parapharmacies players increase their outlets, offering loyalty schemes and a wide assortment of goods to retain a competitive edge
CHANNEL DATA
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 74 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: Value 2014-2019
Table 76 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2014-2019
Table 77 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 78 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 80 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 82 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2019-2024
Table 84 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Department stores remain the only outlets in mixed retailers; however they are mainly popular with senior citizens, as younger consumers turn to modern outlets
No new players enter the landscape, however convenience and a wide range of products continues to attract consumers
Sales in mixed retailers fluctuate as consumers visit stores on the days discounts are offered
COMPETITIVE LANDSCAPE
Belkoopsoyuz CHUP retains its lead in the landscape, thanks to a wide array of products and a number of outlets throughout the nation
As mixed retailers have similar offerings, they compete against each other through price points and promotions
Competition comes from non-grocery specialist retailers, e-commerce and shopping centres, which all offer convenient shopping solutions
CHANNEL DATA
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 86 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 87 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 88 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 89 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 90 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 91 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 92 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 93 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 94 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 96 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 97 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 98 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 99 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 100 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024
HEADLINES
PROSPECTS
Economic stability, a stable exchange rate and a rise in middle-income consumers boost growth for direct sellers
Discounts, assortment growth and the use of influencers and brand ambassadors boost value and volume sales for direct sellers
Beauty and health products records the highest sales, however, share of other direct sellers experiences the highest value growth
COMPETITIVE LANDSCAPE
Oriflame Cosmetics retains its lead, with Oriflame Cosmetics, Avon and Faberlic dominating the landscape, due to strong reputations and wide product assortments
Players look to compete through discounts and innovations, offering the products and deals on the landscape
E-commerce sales hamper growth, encouraging direct selling players to align themselves to digitalisation
CHANNEL DATA
Table 101 Direct Selling by Category: Value 2014-2019
Table 102 Direct Selling by Category: % Value Growth 2014-2019
Table 103 Direct Selling GBO Company Shares: % Value 2015-2019
Table 104 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 105 Direct Selling Forecasts by Category: Value 2019-2024
Table 106 Direct Selling Forecasts by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
The increase in busy lifestyles and consumer demands for convenient shopping solutions boosts growth for e-commerce
Food and drink and consumer electronics are popular e-commerce purchases, whereas most consumers prefer to buy apparel and furniture in person
E-commerce faces development challenges, however wider product assortment and an omnichannel approach boosts growth for some players
COMPETITIVE LANDSCAPE
Lead players increase their value shares, benefiting from a wide assortment of products, discounts and loyalty schemes
Foreign players are a threat to local players in the e-commerce landscape
E-commerce players use an omnichannel approach to attract consumers, as well as strategies to tempt consumers away from stores, and onto e-commerce platforms
CHANNEL DATA
Table 107 E-Commerce by Channel and Category: Value 2014-2019
Table 108 E-Commerce by Channel and Category: % Value Growth 2014-2019
Table 109 E-Commerce GBO Company Shares: % Value 2015-2019
Table 110 E-Commerce GBN Brand Shares: % Value 2016-2019
Table 111 Forecast E-Commerce by Channel and Category: Value 2019-2024
Table 112 Forecast E-Commerce by Channel and Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Thanks to instalment payment systems, growth is boosted by the increasing number of consumers registering for mobile internet subscriptions
On-the-go sales increase as busy lifestyles result in consumers viewing mobile e-commerce as a convenient, time-saving shopping solution
Improving technologies and the entrance of Apple Pay boost mobile e-commerce in Belarus
COMPETITIVE LANDSCAPE
Competition between global and local players remains fierce, as local players improve their mobile applications
Lack of trust for mobile e-commerce payments, partnered with competition from laptops and tablets remain threats to the industry
Mobile-friendly applications and websites stimulate mobile e-commerce value growth
CHANNEL DATA
Table 113 Mobile E-Commerce: Value 2014-2019
Table 114 Mobile E-Commerce: % Value Growth 2014-2019
Table 115 Mobile E-Commerce Forecasts: Value 2019-2024
Table 116 Mobile E-Commerce Forecasts: % Value Growth 2019-2024