Table of Content

Direct Selling in Belarus
Euromonitor International
February 2020

List OF CONTENTS AND TABLES

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 1 Direct Selling by Category: Value 2014-2019
Table 2 Direct Selling by Category: % Value Growth 2014-2019
Table 3 Direct Selling GBO Company Shares: % Value 2015-2019
Table 4 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 5 Direct Selling Forecasts by Category: Value 2019-2024
Table 6 Direct Selling Forecasts by Category: % Value Growth 2019-2024
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 7 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 8 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 10 Sales in Store-Based Retailing by Channel: Value 2014-2019
Table 11 Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
Table 12 Store-Based Retailing Outlets by Channel: Units 2014-2019
Table 13 Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 14 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 18 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 20 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 22 Retailing GBO Company Shares: % Value 2015-2019
Table 23 Retailing GBN Brand Shares: % Value 2016-2019
Table 24 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 25 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 26 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 27 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 28 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 29 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 30 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 31 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 32 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 34 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 35 Forecast Sales in Store-Based Retailing by Channel: Value 2019-2024
Table 36 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2019-2024
Table 37 Forecast Store-Based Retailing Outlets by Channel: Units 2019-2024
Table 38 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 39 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 40 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 42 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 44 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 46 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
SOURCES
Summary 2 Research Sources