Over the review period, bottled water sales in Belarus had become characterised by the continuous growth in value share of single-serve or small size bottled water packs. The pandemic has reversed this trend.
Unlike spring or purified bottled water, consumers of mineral water remain brand loyal. This is largely because these products are perceived to have greater health benefits or are perceived to be more ‘natural’, two key trends in the Belarusian consumer goods arena.
Margins on bottled water continue to be squeezed in Belarus. Local currency depreciation and the growing cost of raw materials for packaging (as well as the additional costs as a result of more EU sanctions added in 2021) mean that producers need to increase unit prices.
Bottled water is set to see ongoing volume growth over the forecast period, driven by an increasingly health-conscious consumer base. The switch from carbonates will be key, with consumers looking to overhaul their diets in the wake of the pandemic.
The struggle to rebuild disposable income in Belarus will be an issue over the forecast period. This will hamper bottled water volume sales, certainly in the short term, as economizing consumers shift to tap water or larger bottles.
The foodservice industry was severely impacted by the outbreak of COVID-19 in 2020, which led to the temporary closure of up to 10% of local establishments, with remaining on-trade outlets offering up to 40 to 50% discounts in order to maintain custom. 2021 has seen sales of bottled water through the channel recover, and volume sales are set to grow solidly over the forecast period.
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Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See All of Our DefinitionsThis report originates from Passport, our Bottled Water research and analysis database.
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