Montenegro’s retail sector is undergoing a structural transformation, with the country’s largest supermarket chain, Voli, significantly increasing the role of domestic producers while simultaneously reducing dependence on traditional suppliers.
According to data presented by Voli’s leadership, turnover generated by Montenegrin companies within the chain has increased 6.2 times since 2010, rising from roughly €14 million to €87 million by 2025.
This expansion reflects a deeper reconfiguration of supply chains rather than simple volume growth. Domestic producers have moved from a marginal presence toward a more integrated role within modern retail systems, particularly in fresh categories and directly contracted supply lines.
At the same time, the internal composition of sales has shifted sharply. In 2010, traditional supplier brands accounted for around 80% of turnover, while private labels represented only 20%. Today, private label products have expanded to 38% of total sales, with traditional brands declining to 62%.
In absolute terms, this means private label volumes have effectively doubled from approximately €80 million to €160 million, while turnover linked to traditional distributors has contracted from roughly €400 million to €240 million.
The shift is not neutral across the value chain. Retailers have strengthened control over pricing, margins, and customer loyalty through private label strategies, which are increasingly positioned as a core commercial tool rather than a secondary product category.
This model also alters supplier dynamics. By expanding direct cooperation with producers—often through co-developed or exclusive brands—retailers reduce reliance on intermediaries and large distribution networks. The result is a gradual displacement of traditional distributors, whose role in the system becomes less competitive as procurement channels shorten and cost efficiency becomes central.
Parallel to the rise of private labels, the share of domestic production within the retail mix has increased from 16% to 24%, while imports from other markets have slightly declined.
Behind these percentages lies a broader industrial signal. The ability of local producers to scale from tens of millions to nearly €100 million in retail turnover indicates growing alignment with modern standards in packaging, logistics, and volume consistency—conditions necessary to operate within large retail systems.
The outcome is a rebalanced retail ecosystem where three trends intersect:
• consolidation of purchasing power within major retail chains,
• expansion of private label ecosystems,
• and deeper integration of domestic production into structured supply frameworks.
This evolution mirrors patterns seen across the Western Balkans, where large retailers increasingly act not only as distribution platforms but as active market shapers, influencing production structures, pricing strategies, and competitive positioning across the entire consumer goods sector.
