In MART discussed the situation with the sale of domestic goods

Increasing sales of Belarusian products in the domestic market is a matter of national importance. After all, it concerns not only food security, but also stable operation of enterprises and employment of their employees without focusing on the situation abroad. For consumers, this means the constant availability of quality and safe products at affordable prices. Whether there is more domestic retail and what steps should be taken to increase this indicator, was recently discussed at the site of the Ministry of Antimonopoly Regulation and Trade.

Participation in the seminar was attended by about a hundred representatives of trade, manufacturers, the Ministry of Agriculture, concerns Belgospishcheprom, Bellegprom and others. Such meetings, according to Tatiana Shevtsova, the first deputy head of MART, contribute to the dialogue of all participants in the trade process. After all, everyone has a common task - to increase sales of Belarusian products. Meanwhile, the share of domestic goods in the retail trade of Belarus for the first nine months of 2026 reached 55 percent. We need more and more.

Tatiana Shevtsova. “Trade should competently present and prioritize the placement of domestic products, providing customers with access to it, and manufacturers – to produce high-quality goods, inform consumers about them and timely supply the necessary volumes,” said Tatyana Shevtsova. In any issue, it is necessary to enter into a dialogue, identify problematic issues, find solutions together.

Especially since there are successful examples. About them told the Deputy Chairman of the concern “Bellegprom” Natalia Moroz. The channels for promoting our products on the domestic market have changed significantly in recent years. If earlier in many ways it was large department stores throughout the country, now it is large chains that trade a certain range of light industry goods, a branded trading network and a rapidly developing Internet retail.

Natalia Frost. At the same time, we intend to maximize the physical presence on store shelves in 2026 so that the consumer can see Belarusian products and make a choice in their favor. And a number of large networks have supported us, and the results of the nine months of this year demonstrate the high effectiveness of this approach. Thus, the growth rate of shipment of enterprises of the concern to the networks last year amounted to 160 percent, sales of retail networks of delivered products — 147.5 percent, — said the Deputy Chairman of the concern.

A special emphasis in Bellegprom is made on the work of marketplaces. Natalia Moroz noted that in February 2026, the concern signed a memorandum with one of the online platforms: this allowed to strengthen the promotion of domestic products on it, including through a special section “Made in Belarus”.

- We are currently working on a similar memorandum with another major marketplace, which will also expand sales channels and sales. In the dynamics of shipments in the e-commerce segment for the first nine months of 2026, the textile industry increased sales by 34 percent compared to last year, leather and footwear by 4 percent, the clothing industry by 20 percent, the representative of the concern said.

She stressed that an important emphasis in the work of Bellegprom is the provision of Belarusian goods to remote regions of the country. Therefore, in 2026, a lot of efforts were directed to increasing cooperation with Belkoopsoyuz - the growth rate of sales in this sales channel for nine months amounted to 125 percent compared to the same period last year.

- A number of enterprises of the concern cooperate with Belposhta, which develops its marketplace and is ready to deliver goods to any corner of the country. Moreover, we are now holding active negotiations to expand our range in existing post offices, Natalia Moroz said.

As for the branded trading network, in fact, this is the most serious channel. Bellegprom enterprises in the country have about 700 branded stores.

- At the same time, we understand that customers want to see such stores in large shopping centers, where you can buy a variety of products. But there are sometimes faced with the availability of suitable places and the cost of rent – we are working on solving these issues, – said the first Deputy Chairman of the concern.

According to her, systematic work in all areas leads to an increase in indicators, but a number of challenges remain that are important to solve. This, of course, is a significant increase in imported goods and not only. Proposals to improve the situation, the concern sent to MART – a number of initiatives went into work, they are expected to be soon put into practice. For example, we are talking about the sale of small items of light industry, including in small stores, the installation of baskets with products at sale in large retail facilities.

Another issue related to the increase in sales of baby purees and juices. Against the background of the fact that, in fact, the capacity of existing domestic industries can almost double the needs of the domestic market, a noticeable import component raises questions. Deputy Head of the Department – Head of the Department for Coordination of Goods Supply to the Domestic Market of the Department for Coordination of Goods Supply to the Domestic Market and Foreign Trade Activities of the Belgospishcheprom Concern Maria Gorbatova described the situation:

Maria Gorbatova. From 2022 to 2025, the market capacity of fruit and vegetable conservation and juice products for baby food increased from 16.5 thousand tons to 25 thousand tons. The annual increase is about 15 percent. The market is growing, because these products are consumed not only by children, but also by adults, both those who want to have a snack on the go, and those who adhere to proper nutrition and a healthy lifestyle. After all, it is made of natural raw materials, without the addition of sugar, preservatives, artificial dyes. Especially for different audiences there is a choice both in terms of packaging volume and design.

By the way, according to surveys of one of the largest retail chains, more than half of baby food in retailers stores is purchased by adults.

It is noteworthy that the output of five Belarusian enterprises of state and private ownership is 48 thousand tons. The capacity is now 80 percent loaded. In 2027, the industrial potential will grow by 14 thousand tons due to the commissioning of another production. Enough for yourself and for export. However, in the domestic market it is necessary to push.

- Our task is to increase the share of baby food, fruit and vegetable conservation and juice products in retail turnover. According to the package of measures to develop the strategy of the canning industry, which was approved by the Council of Ministers, by 2035 this figure should be 82 percent. In the first nine months of 2026, it reached 69.5 percent. That is, our joint task with trade is to increase this indicator, Maria Gorbatova emphasized.

Retail and manufacturers work together: for example, at the request of trade, the production of domestic fruit and yogurt, fruit and cream and fruit and milk desserts, milkshakes, which use natural fruit puree, has been established. The line of juice products became more diverse - from direct-pressed apples, tomatoes, carrots and peppers, cranberry and currants, nectar from cherries, pumpkins and apples. Ketchup appeared for children - it is made from ripe tomatoes, natural apple puree and juice, adding soft spices. At the same time, enterprises ask for more space on the shelf to offer new products, are ready to participate in advertising events, fulfill applications.

Retail representatives drew attention to a small presence in discounters, where imports prevail. And also offered to think about the design of lines for children aged 8-16 years and adults, who sometimes do not dare to buy goods that are considered “baby”. Another nuance is related to taste. Global trends dictate the fashion for exotic fruits, such as mango and avocado, chia seeds and functional additives. But our consumer, according to a survey of one of the networks, expects from Belarusian brands tastes familiar since childhood: sea buckthorn, lingonberry, black ash, gooseberry, cherry - an additional opportunity to increase sales.

druk@sb.by