Bottled Water in Belarus

PROSPECTS

Increasingly healthy lifestyles drive growth in 2019

In 2019, bottled water in Belarus recorded strong double-digit growth in both value and volume terms thanks to increasingly healthy lifestyles, with health-conscious consumers limiting their consumption of unhealthy soft drinks, including carbonates. The main drivers of growth were still spring bottled water and flavoured bottled water.

Concerns over the quality of tap water and on-the-go consumption stimulate sales

Consumers’ increasing awareness of the declining water quality in Belarus also ensured further growth of bottled water in 2019. 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 due to their convenience

In 2019, the most popular pack sizes in bottled water were 1-litre and below as these are more convenient to carry around. For at-home consumption, Belarusians preferred 5-litre and 6-litre bottles, often purchasing these in convenience stores.

COMPETITIVE LANDSCAPE

Local companies lead as foreign players gain further share in 2019

Local companies continued to command the highest share of volume sales in 2019 thanks to the affordable prices of their products and their widespread presence in retail outlets, including in the regions. Darida and Minski Zavod Bezalcoholnyh Napitkov (MZBN) accounted for the strongest shares in off-trade volume terms.

Advertising plays an important role in consumers’ choice

Advertisement plays an important role in consumers’ choice. Due to a wide number of brands, both local and foreign, competition in bottled water is quite tough.

New products target specific and health-conscious consumers

New product development was influenced by personalisation and the health and wellness trend in 2019. Personalisation is linked to positioning water for certain consumers (children, active people/sports enthusiasts, health-conscious consumers).

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