The Belarusian retail market continues to grow robustly. In H1 2022, increased consumer demand for groceries fueled by uncertainty amid geopolitical turmoil, was the main driver of the market growth. In H2 2022, the peak in inflation together with falling real disposable incomes and increasing demand for low prices, fostered sales growth and expansion of discounter formats.
Modern grocery retail penetration in Belarus increased to 56% in 2022 but is still lower than in other emerging and developed countries. However, this signals the potential for further growth reinforced by the fact that modern retail penetration in Belarus has been sustained in recent years.
Eurotorg continues to be the undisputed leader in the Belarusian grocery retail market, with a market share of more than 19% in 2022. The Company accounts for almost 35% of the modern grocery retail market, that is, almost three times more than the second-largest player and more than the combined market share of the next four peers. Eurotorg also has a huge advantage in terms of geographic spread, with a presence in over 180 localities where no other modern grocery retailer has a single store.
Eurotorg operates a multi-format chain: from convenience stores to supermarkets and hypermarkets under the four banners: Euroopt, Hit!, Groshyk and Euroopt Prime. Most of the stores are convenience format under the Euroopt banner. The Hit! discounter banner was launched in 2019 and the Groshyk banner in 2020, respectively. The Company deploys Prime-format stores with an extended assortment of premium brands and healthy products only in large shopping centres in Minsk.
Smaller-format stores have been Eurotorg’s main focus since 2017. As of the 31 March 2023, the number of urban- and rural-convenience-format stores amounted to 944, while their total share in the Company’s selling space was 46%. As of 31 March 2023, convenience stores accounted for 54.7% of total net retail sales.
The Company opens the Hit! soft discounters and the Groshyk hard discounters in highly competitive locations. As of 31 March 2023, the aggregate share of discounters in the Company’s selling space was 23%, while their share in net retail sales of grocery stores was 31.6%.
Eurotorg continues to expand its retail network in line with its mission to provide Belarusians with access to a wide range of essential and high-quality products in all of its locations. The multi-format chain model allows the Company to adapt and successfully navigate through any market changes, as well as to diversify its value proposition and provide the consumers with numerous shopping options that meet their needs, individual desires and preferences.