Bottled Water in Belarus

PROSPECTS

Growth driven by still spring bottled water and flavoured bottled water

In 2018, bottled water in Belarus recorded solid single-digit volume growth thanks to increasing consumption among more health-conscious consumers. The main drivers of growth were still spring bottled water and flavoured bottled water.

Consumer awareness and healthy lifestyles stimulate bottled water consumption

In 2018, a growing number of local consumers opted for bottled water over tap water due to quality concerns surrounding the latter. Young Belarusians, urban dwellers and students are the main consumers of bottled water due to their active and busy lifestyles.

Small bottle sizes lead volume sales

In 2018, the most popular pack sizes in bottled water were 1-litre and below as these are more convenient to carry around. Manufacturers continued to target children by launching smaller sizes such as 250ml and 330ml.

COMPETITIVE LANDSCAPE

Local players try to maintain their positions as foreign manufacturers gain volume share

Local companies continued to command the highest share of volume sales in 2018 thanks to the affordable prices of their products and their widespread presence in retail outlets. Darida and Minski Zavod Bezalcoholnyh Napitkov (MZBN) accounted for the strongest shares in off-trade volume terms.

Product variety and availability support volume sales

In 2018, imported bottled water brands continued to strengthen their positions thanks to a wide product range and improved availability. For example, Bonaqua from Coca-Cola offers a range of bottled waters and is widely available in the on-trade.

Flavoured bottled water witnesses the most new product development

As the health and wellness trend continued to influence Belarusians in 2018, more consumers sought soft drinks which are healthier but also tasty, with flavoured bottled water responding to such needs. Local companies actively introduced new products and extended their existing ranges with new flavours.

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