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Retailing in Belarus

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Belarus 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 Belarus, 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 Belarus 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 Belarus?
  • Which are the leading retailers in Retailing in Belarus?
  • How are products distributed in Retailing in Belarus?
  • 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 Belarus?
  • 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?

Retailing in Belarus

COVID-19 impact on retailing
COVID-19 country impact
Currency depreciation boosts sales of consumer appliances and electronics
Political unrest negatively affects consumption
What next for retailing?
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2020
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: % Value Growth 2015-2020
Seasonality
Christmas and New Year
Back to School
International Women’s Day
Homeland Defender’s Day
Payments and delivery
Emerging business models
Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 4 Sales in Store-Based Retailing by Channel: Value 2015-2020
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020
Table 6 Store-Based Retailing Outlets by Channel: Units 2015-2020
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 8 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 16 Retailing GBO Company Shares: % Value 2016-2020
Table 17 Retailing GBN Brand Shares: % Value 2017-2020
Table 18 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 19 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 21 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

Summary 2 Research Sources

Modern Grocery Retailers in Belarus

KEY DATA FINDINGS

Tendency to stockpile boosts sales through modern grocery retail in 2020
Consumers prefer to shop at convenience stores or online to avoid entering crowded spaces
Eurotorg retains its lead and continues expanding, as new players enter the landscape
Leading players to expand by increasing their number of outlets in regions
E-commerce to continue its march
Players will encourage purchases with promotions and discounts
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 42 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 43 Sales in Modern Grocery Retailers by Channel: Value 2015-2020
Table 44 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020
Table 45 Modern Grocery Retailers Outlets by Channel: Units 2015-2020
Table 46 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 47 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 48 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 49 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 50 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 52 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025
Table 54 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025
Table 56 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025

Traditional Grocery Retailers in Belarus

KEY DATA FINDINGS

COVID-19 negatively affects value sales of traditional grocery retailers as rural consumers limit their store visits and spending
Modern grocery retailers continue to be major competition for traditional outlets, offering low-price points, deals and a similar array of goods
Food and drink specialist retailers perform well, offering lower price points then modern grocery retailers, with a wide array of products and fresh foods
Modern grocery retailers to continue to be major competition for traditional outlets, offering low-price points and a wider array of goods
Food and drink specialists set to drive traditional grocery retailing growth
Economic slowdown will benefit drink specialists
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 58 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 59 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 60 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 61 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 62 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 64 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Belarus

KEY DATA FINDINGS

Home seclusion negatively affects apparel and footwear sales
Pandemic boosts online sales of apparel and footwear
Political turbulence and currency depreciation further affect apparel and footwear
Apparel and footwear specialist retailers anticipated to see growth from 2022 onwards
Apparel risks facing growing competition from second-hand apparel
Small cities welcome the expansion of apparel and footwear specialists, which allow them to shop for these items locally
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 66 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 67 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 68 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 70 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 72 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Belarus

KEY DATA FINDINGS

COVID-19 boosts value sales of chemists/pharmacies and vitamins and dietary supplements specialist retailers
Desire to avoid crowded spaces leads Belarusians to shop more at local drugstores/parapharmacies during the pandemic
Optical goods stores negatively affected as consumers postpone purchases
Growing interest in natural remedies will benefit chemists/pharmacies
Drugstores/parapharmacies will remain a popular channel due to convenient location, wide product assortment and competitive prices
Beauty specialist retailers anticipated to witness lower value sales growth as a result of the economic downturn
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 74 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020
Table 76 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020
Table 77 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 78 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 80 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 82 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025
Table 84 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Mixed Retailers in Belarus

KEY DATA FINDINGS

COVID-19 negatively affects department stores as consumers avoided crowded spaces
Variety stores gain in popularity during the pandemic due to close proximity and fewer customers at a time
Belkoopsoyuz CHUP retains its lead in the landscape, thanks to a wide array of products and a number of outlets throughout the nation
Discounts and a wide range of products will continue to attract consumers
Department stores anticipated to face growing competition from variety stores
Competition will also come from e-commerce which offers convenient shopping solutions
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 86 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 87 Sales in Mixed Retailers by Channel: Value 2015-2020
Table 88 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020
Table 89 Mixed Retailers Outlets by Channel: Units 2015-2020
Table 90 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 91 Mixed Retailers GBO Company Shares: % Value 2016-2020
Table 92 Mixed Retailers GBN Brand Shares: % Value 2017-2020
Table 93 Mixed Retailers LBN Brand Shares: Outlets 2017-2020
Table 94 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 96 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 97 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025
Table 98 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025
Table 99 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025
Table 100 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

Direct Selling in Belarus

KEY DATA FINDINGS

COVID-19 negatively affects beauty and personal care while benefiting other direct selling
Pandemic accelerates digitalisation trend
Oriflame Cosmetics retains its lead, with Oriflame Cosmetics, Avon and Faberlic dominating the landscape, due to strong reputations and wide product assortments
Beauty and personal care direct selling anticipated to witness a recovery in 2021 as normalcy returns
Political instability and economic downturn will continue to negatively affect direct selling
Direct sellers will increasingly focus on digital sales
Table 101 Direct Selling by Category: Value 2015-2020
Table 102 Direct Selling by Category: % Value Growth 2015-2020
Table 103 Direct Selling GBO Company Shares: % Value 2016-2020
Table 104 Direct Selling GBN Brand Shares: % Value 2017-2020
Table 105 Direct Selling Forecasts by Category: Value 2020-2025
Table 106 Direct Selling Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Belarus

KEY DATA FINDINGS

COVID-19 boosts e-commerce value sales, as consumers seek to avoid personal contact
Food and drink and consumer electronics are popular e-commerce purchases
Foreign players increase their value shares, benefiting from a wide assortment of inexpensive products and bonuses
E-commerce set to continue on a dynamic growth path
High delivery costs hamper e-commerce’s growth
Pandemic leads to a growing variety of products being sold online
Table 107 E-Commerce by Channel and Category: Value 2015-2020
Table 108 E-Commerce by Channel and Category: % Value Growth 2015-2020
Table 109 E-Commerce GBO Company Shares: % Value 2016-2020
Table 110 E-Commerce GBN Brand Shares: % Value 2017-2020
Table 111 Forecast E-Commerce by Channel and Category: Value 2020-2025
Table 112 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Belarus

KEY DATA FINDINGS

Desire to avoid stores boosts value sales via mobile e-commerce in 2020
Growth is boosted by the increasing number of consumers registering for mobile internet subscriptions
Improving technologies and the entrance of Apple Pay boost mobile e-commerce in Belarus
On-the-go sales will increase as busy lifestyles result in consumers viewing mobile e-commerce as a convenient, time-saving shopping solution
Competition between global and local players will remain fierce, as local players improve their mobile applications
Mobile-friendly applications and websites will stimulate mobile e-commerce value growth
Table 113 Mobile E-Commerce: Value 2015-2020
Table 114 Mobile E-Commerce: % Value Growth 2015-2020
Table 115 Mobile E-Commerce Forecasts: Value 2020-2025
Table 116 Mobile E-Commerce Forecasts: % Value Growth 2020-2025
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Specialist Retailers
      • Electronics and Appliance Specialist Retailers
        • Beauty Specialist Retailers
        • Chemists/Pharmacies
        • Optical Goods Stores
        • Drugstores/Parapharmacies
        • Vitamins and Dietary Supplements Specialist Retailers
        • Home Improvement and Gardening Stores
        • Homewares and Home Furnishing Stores
        • Bags and Luggage Specialist Retailers
        • Jewellery and Watch Specialist Retailers
        • Media Products Stores
        • Pet Shops and Superstores
        • Sports Goods Stores
        • Stationers/Office Supply Stores
        • Traditional Toys and Games Stores
      • Other Non-Grocery Specialists
      • Department Stores
      • Mass Merchandisers
      • Variety Stores
      • Warehouse Clubs
      • Luxury Apparel and Footwear Retailers
      • Luxury Bags and Luggage Specialist Retailers
      • Luxury Department Stores
      • Luxury Jewellery and Watch Retailers
      • Off-price Apparel and Footwear Specialist Retailer
      • Off-price Department Stores
      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing 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, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which 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 retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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This report originates from Passport, our Retailing research and analysis database.

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