In 2018, cider/perry in Belarus recorded a slight decline in total volume sales. Having a higher unit price than competing alcoholic drinks, such as beer and RTDs, sales of cider/perry were greatly linked to the disposable income of local consumers.
More moderate consumption of strong alcohol products resulted in a more positive attitude towards cider/perry. It was seen as a product made using natural ingredients and positioned as a naturally made alcoholic drink.
In 2018, the major consumers of cider/perry were medium-to-high-income Belarusians, including men who like to consume craft and other special beer types. However, women who regularly consume wine, especially white sparkling wine such as prosecco, were also among the major consumers of cider/perry.
In 2018, two companies dominated cider. Lidskoe Pivo OAO retained its major volume sales share due to its strong distribution and presence in the market.
Although demand for lighter alcoholic drinks positively affected the perception of cider in Belarus, its high unit price prevented many consumers from switching from beer and RTDs to cider. Cider continued to see strong competition based on price from beer and RTDs.
In 2018, leading cider brands Fizz (Lidskoe Pivo OAO) and Apple Jack (Minski Zavod Vinogradnyh Vin ZAO) offered a wide variety of cider flavours, actively promoting cider as a cocktail base. In 2018, Lidskoe Pivo OAO launched a Fizz flavour extension, when the new Fizz Rhubarb appeared on local shelves.
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This industry report originates from Passport, our Alcoholic Drinks market research database.