Montenegro’s retail landscape is experiencing significant changes, driven by the country’s leading supermarket chain, Voli. The company is enhancing the role of local producers while decreasing reliance on traditional suppliers, marking a pivotal shift in the market structure.
Data from Voli indicates that the turnover generated by Montenegrin companies within its network has surged 6.2 times since 2010, escalating from approximately €14 million to an anticipated €87 million by 2025. This growth signifies not just an increase in volume but a comprehensive reconfiguration of supply chains.
Domestic producers are transitioning from marginal players to integral components of modern retail systems, particularly in fresh produce and direct supply contracts. This shift has led to a notable change in sales composition; in 2010, traditional supplier brands comprised about 80% of turnover, whereas private labels accounted for only 20%. Currently, private label products represent 38% of total sales, while traditional brands have decreased to 62%.
This transformation is reflected in absolute figures as well, with private label volumes doubling from roughly €80 million to €160 million. Conversely, turnover associated with traditional distributors has fallen from around €400 million to €240 million. This trend indicates a significant realignment within the retail sector.
The implications of this shift extend beyond mere sales figures. Retailers are gaining enhanced control over pricing and margins through private label strategies, which are now regarded as essential commercial tools rather than secondary offerings. This approach alters supplier dynamics as retailers foster direct relationships with producers—often through co-developed or exclusive brands—thereby minimizing dependence on intermediaries and extensive distribution networks.
Alongside the rise of private labels, the proportion of domestic production within the retail mix has increased from 16% to 24%, while imports have seen a slight decline. This trend underscores a broader industrial signal: local producers are scaling their operations to meet modern standards in packaging, logistics, and volume consistency necessary for integration into large retail frameworks.
The ongoing evolution results in a more balanced retail ecosystem characterized by three intersecting trends: consolidation of purchasing power among major retail chains, expansion of private label ecosystems, and deeper integration of domestic production into structured supply chains.
This development reflects broader patterns observed across the Western Balkans, where large retailers are not only serving as distribution platforms but also acting as influential market shapers. Their impact extends to production structures, pricing strategies, and competitive positioning throughout the consumer goods sector.
