Beer in Belarus

PROSPECTS

Positive economic development and rising disposable income result in stable volume growth for beer

Beer in Belarus in 2018 was positively affected by the improving economic situation, low inflation and stable unit prices. As a result, beer recorded modest volume growth, in line with the lager performance, with flavoured/mixed lager seeing the fastest growth, albeit from a small base.

Sales of mid-priced and premium beer record growth

As beer remained a regularly consumed alcoholic drink, the economising trend retained its effect on the purchasing behaviour of local consumers. Thus, medium-to-low disposable income Belarusians continued to look for the best price-quality combination.

Most new product development was speciality beer

Interest in mid-priced and premium beer due to disposable income growth led to the increased presence of new products in these areas. As a result of the growing popularity of special beer varieties, such as ale, stout, dark and flavoured beer, most of the new product developments were seen in these categories.

COMPETITIVE LANDSCAPE

New players and private label activity intensify beer competition

At GBO level, foreign players retained their leading position due to a strong presence on local shelves, great product variety, wide availability and major advertising efforts. At the beginning of 2018, new player Bobruiski Brovar ZAO replaced Pivovarni Heineken IZAO in Belarus.

Music festivals remain a major promotion tool

As advertisement of any alcohol was prohibited by the state, beer players remained limited in terms of promotional instruments. Players actively use music festivals for brand promotions.

Minor share of craft beer was linked to high prices and competition in modern retail

Craft beer in Belarus increased in popularity thanks to growing disposable income, but its sales remained marginal, holding only a tiny volume sales share. Craft beer in retail occupied limited shelf space due to high prices and strong competition from the more well-known brands.

Files are delivered directly into your account within a few minutes of purchase.