Retail in Ukraine

March 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Ukraine report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Ukraine?
  • Which are the leading retailers in Retailing in Ukraine?
  • How are products distributed in Retailing in Ukraine?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Ukraine?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in Ukraine

Retail in 2023: The big picture
War-induced disruption further strengthens penetration of e-commerce in Ukraine
Domestic retailers continue to gain ground across the market
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
International Women’s Day
New Year
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Ukraine

KEY DATA FINDINGS

Convenience retailers among the most adept at adapting to wartime challenges
Leading chains sign industry memorandum to secure domestic food supply chains
Growing availability of cashback services boosts trade
Convenience stores projected to be the most dynamic grocery retailers channel
International chains will continue to grow via franchising
More forecourt retailers expected to expand assortments and private label lines
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

Supermarkets in Ukraine

KEY DATA FINDINGS

Increased price competition aids impressive recovery in trade
New outlet openings concentrated in western regions
Silpo continues to create unique themed stores
Economy supermarkets format expected to gain ground
Competition from variety stores likely to intensify further
Chains will continue to invest heavily in e-commerce and delivery capabilities
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Supermarkets GBO Company Shares: % Value 2019-2023
Table 68 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 69 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Hypermarkets in Ukraine

KEY DATA FINDINGS

Hypermarkets remain particularly exposed to war-related disruption
Novus is the best performing chain in current value growth terms
Fozzy among the most active players in pursuing CSR initiatives
Solid growth in current value sales and outlet numbers anticipated
Staffing shortages will remain a major challenge for hypermarkets
More players likely to establish pick-up points closer to residential areas
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Small Local Grocers in Ukraine

KEY DATA FINDINGS

Wartime conditions compound long-term challenges faced by small local grocers
Threat from food/drink/tobacco specialists intensifies
Rate of decline in outlet numbers deepens dramatically
Competition from modern formats will continue to constrain growth potential
Category will remain the largest in grocery retailers in terms of outlet numbers
Point-of-sale tobacco display ban could negatively impact trade for many players
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 82 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 83 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

General Merchandise Stores in Ukraine

KEY DATA FINDINGS

Variety stores well placed to meet changed demands of consumers during wartime
Luxury-oriented proposition of TsUM at odds with new economic reality
Usupso begins rebranding as O!Some to resolve legal dispute with Miniso
Variety stores set to continue winning over consumers
Avrora expected to strengthen its competitive position
Leading chains will maintain heavy investment in digital sales strategies
Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 90 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 91 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

Apparel and Footwear Specialists in Ukraine

KEY DATA FINDINGS

Trade remains subdued as Ukrainians rein in discretionary spending
H&M resumes operations in Ukraine
Local brands continue to gain ground
Operators with a lower price positioning set to perform well
War will continue to shape consumer preferences and competitive strategies
Polish chain Greenpoint expected to enter Ukraine in 2024
Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Appliances and Electronics Specialists in Ukraine

KEY DATA FINDINGS

Appliances and electronics specialists harder hit by economic fallout of war
Comfy retains leading position in value terms as Eldorado struggles
Channel continues to see strong demand for generators, inverters and power banks
More players expected to develop smaller store formats
Trade-in programmes likely to become more widely available
Omnichannel strategies will remain a focal point for investment
Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Home Products Specialists in Ukraine

KEY DATA FINDINGS

Home improvement and gardening stores posts fastest growth in current value sales
Homewares and home furnishing stores hit by exodus of core target consumers
Pet shops and superstores continues to profit from pet humanisation trend
Repair, refurbishment and reinforcement of buildings will boost trade
Epicentr will continue to expand store-in-store concepts
Jysk plans to open multiple new outlets in Ukraine
Table 111 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 112 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 113 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 114 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 115 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 116 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 117 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 118 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 119 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 120 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 121 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

Health and Beauty Specialists in Ukraine

KEY DATA FINDINGS

Pharmacies channel remains the most resilient performer
Watsons loses ground to local chains in health and personal care stores
Necessity status of certain products supports solid recovery by optical goods stores
Operators will continue to develop more innovative store formats and concepts
Brocard likely to lose further ground in beauty specialists
Investment in mobile shopping apps and delivery services expected to rise
Table 122 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 123 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 124 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 125 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 126 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 127 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 128 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 129 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 130 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 131 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 132 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

Vending in Ukraine

KEY DATA FINDINGS

Increasingly diverse product offer boosts performance of foods vending
Self-service coffee point franchises expand rapidly across Ukraine
Water vending machines continue to perform positively
Vending remains well-placed to tap into war-related trends
Further diversification of product assortments anticipated
Investment in digitalisation will continue to rise
Table 133 Vending by Product: Value 2018-2023
Table 134 Vending by Product: % Value Growth 2018-2023
Table 135 Vending GBO Company Shares: % Value 2019-2023
Table 136 Vending GBN Brand Shares: % Value 2020-2023
Table 137 Vending Forecasts by Product: Value 2023-2028
Table 138 Vending Forecasts by Product: % Value Growth 2023-2028

Direct Selling in Ukraine

KEY DATA FINDINGS

Direct selling has lost substantial proportion of its target audience and workforce
New product development resumes as trade rebounds
Digitalisation trend continues to gain momentum
Consumer health channel will remain one of the largest and most dynamic
Economic challenges likely to increase appeal of direct selling as source of income
Direct selling will continue to occupy important niche in the retail landscape
Table 139 Direct Selling by Product: Value 2018-2023
Table 140 Direct Selling by Product: % Value Growth 2018-2023
Table 141 Direct Selling GBO Company Shares: % Value 2019-2023
Table 142 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 143 Direct Selling Forecasts by Product: Value 2023-2028
Table 144 Direct Selling Forecasts by Product: % Value Growth 2023-2028

Retail E-Commerce in Ukraine

KEY DATA FINDINGS

Increased reluctance of consumers to visit physical stores bolsters trade
E-commerce continues to benefit from improvements in delivery services
Rozetka further consolidates its leading position
E-commerce set to outperform the wider retail market in current value growth terms
Online grocery retailing will continue to attract heavy investment
More e-commerce players likely to develop brick-and-mortar operations
Table 145 Retail E-Commerce by Channel: Value 2017-2022
Table 146 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 147 Retail E-Commerce by Product: Value 2017-2022
Table 148 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 149 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 150 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 151 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 152 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 153 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 154 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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