Hot Drinks in Belarus
Euromonitor International's Hot Drinks in Belarus market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Get immediate access to strategic market analysis when you buy reports online
Tables: 13 | Publication date: Feb 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Executive summary
Rising sales of hot drinks
The majority of Belarusians consume tea and coffee on a daily basis. Coffee is represented by a variety of brands, available as fresh coffee beans, fresh ground coffee and instant coffee, the majority of which are imported. However, the quality of coffee products in Belarus is generally low, even at the upper end of the market.
Tea has always been a traditional hot drink in Belarus. Its consumption is increasing, and all tea varieties are popular; however, instant tea is still unavailable on the market. Volume and value sales of fruit/herbal tea and green tea also increased in 2005, driven by greater demand for 'healthy' products.
Consumer culture is developing in Belarus. Volume and value sales of hot drinks are rising as levels of disposable income increase. Product quality will gain importance and packaging design will also play a significant role in consumer choice. As a result, premium and mid-priced products are expected to register the most dynamic growth. However, the economic situation will determine growth in the hot drinks market, as consumers remain price sensitive.
Coffee
Instant coffee leads the coffee sector mainly due to its convenience. However, the demand for fresh coffee is increasing, mainly in urban areas, where coffee shop chains are situated and where consumers can afford to buy coffee making machines for use at home.
Tea
In the Belarus hot drinks market, the tea sector comprises black standard tea and black speciality tea (loose and in tea bags), green tea and fruit/herbal tea. While fruit/herbal tea is gaining popularity, loose black standard tea remains the leading format. Loose black standard tea is popular mostly in rural areas, largely because it is cheaper per unit than tea bags. Also, use of the loose format makes serving tea more ceremonial when entertaining.
Other hot drinks
Other hot drinks consists entirely of chocolate-based flavoured powder drinks. These are primarily produced by the well-trusted multinational Nestlé, with its Nesquik brand, which enjoys strong promotion. These drinks are popular with children in Belarus.
Hot drinks advertisements
Consumers in Belarus, generally, are attracted by the promotional activities of manufacturers. TV advertising in particular is effective in developing loyalty for tea and coffee brands. The sponsoring of different TV programmes, for example weather forecasts, is becoming very popular too. Alternative promotional activities such as using other types of mass media: newspapers and magazines are also highly effective. In retail outlets, promotional stickers, booklets and display shelf promotions also help boost volume and value sales.
Table of contents
HOT DRINKS IN BELARUS : MARKET INSIGHT
1. EXECUTIVE SUMMARY
2. HOT DRINKS SALES
2.1 Market Performance
Table 1 Retail Sales of Hot Drinks by Sector: Volume 2000-2005
Table 2 Retail Sales of Hot Drinks by Sector: Value 2000-2005
Table 3 Retail Sales of Hot Drinks by Sector: % Volume Growth 2000-2005
Table 4 Retail Sales of Hot Drinks by Sector: % Value Growth 2000-2005
2.2 Competitive Environment
Table 5 Hot Drinks Company Shares by Retail Value 2001-2005
Table 6 Hot Drinks Brand Shares by Retail Value 2002-2005
2.3 Leading Company Profile: IkarTime
2.4 New Product Launches
Summary 1 Major New Product Launches 2004-2005
2.5 Retail Distribution
Table 7 Retail Sales of Hot Drinks by Distribution Format: % Analysis 2000/2005
Table 8 Retail Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2005
2.6 Retailer Activity and Private Label Trends
2.7 Forecast Market Performance
Table 9 Forecast Retail Sales of Hot Drinks by Sector: Volume 2005-2010
Table 10 Forecast Retail Sales of Hot Drinks by Sector: Value 2005-2010
Table 11 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2005-2010
Table 12 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2005-2010
3. DEFINITIONS