Carbonates in Belarus

PROSPECTS

Growth driven by cola carbonates in 2019

In 2019, growth in carbonates was driven by cola carbonates, which were actively promoted amongst young consumers by the leading players Coca Cola and PepsiCo. Also, cola carbonates remain popular due to their general ongoing popularity and widespread availability.

Further decline of non-cola carbonates in general, but strong growth of traditional kvas

Non-cola carbonates registered further decline in 2019 due to competition from the more popular cola carbonates and healthier soft drinks options, including bottled water and RTD tea. Non-cola carbonates are as widely available as cola, in both the off-trade and on-trade channels, however consumers continue to prefer cola.

Health and wellness trend impacts sales

The health and wellness trend continued to have a strong impact on Belarusians’ consumption in 2019. More locals paid attention to the food and drink they consumed.

COMPETITIVE LANDSCAPE

Leading players strengthen their volume share with their strong presence and active promotion

The competitive environment in carbonates saw no major changes in 2019, with foreign manufacturers maintaining their leading positions. Coca-Cola Beverages Belarus continued to lead both cola and non-cola carbonates with its offer of many brands.

Price sensitivity reduces consumer brand loyalty

Persisting price sensitivity led to increased competition based on price and frequent price discounts in 2019. In addition, economising consumers paid great attention to large PET bottles (1.

Flavour variety influences new product development

In 2019, new product development in carbonates was influenced by offering consumers flavour variety. Coca-Cola, for instance, launched low calorie Coca-Cola Lemon, whilst PepsiCo introduced Pepsi Lime.

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