In Eastern Europe, the COVID-19 pandemic did not cause any surge in sales of bottled water through off-trade channels in 2020. However, the impact on off-trade channels varied by country as preferences and consumption habits of local consumers played an important role in redistribution of sales amidst the pandemic and quarantines. On-trade channels, on the other hand, recorded a significant decline due to massive closures as a result of quarantine restrictions. Recovery is expected closer to the
On a regional level, there was no spike in off-trade sales of bottled water unlike in other regions such as Western Europe. However, consumer behaviour and preferences varied across different markets which resulted in some markets slightly growing in off-trade channels while others declined notably. Also, bottled water has not yet become a staple good or a commodity in many local markets.
Various quarantine restrictions significantly limited the work of on-trade establishments in 2020 and 2021 which resulted in a notable drop in on-trade sales of bottled water. Moreover, social fear prevented many people from visiting on-trade establishments even during the times when these places were open.
Over the review period and even in 2020 still bottled water has shown better performance than carbonated due to the impact of the health and wellness trend and developing drinking culture. However, carbonated bottled water also posted growth.
Functional bottled water has shown notable growth due to the effect of a small base, the health and wellness trend, new product launches and increasing consumer interest, while flavoured water seems to be of less interest to Eastern European consumers.
Despite some types of outlets such as hypermarkets being less popular in 2020, modern grocery retailers, on average, performed better than traditional grocery retailers due to the convenience of their locations, wide product assortment and their better ability to adapt to social restrictions in response to COVID-19.
The recovery of on-trade channels and developing drinking culture, as well as increasing pressure from the health and wellness trend will stimulate future category growth.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page