Sales of coffee in 2021 are being boosted by the gradual recovery of the foodservice sector. The Belarusian government took a comparatively light touch approach to managing COVID-19, but consumers were reluctant to use public places from fear of contagion.
The pandemic helped spur high volume sale of coffee machines in 2020, as consumers sought to recreate the foodservice experience at home. This trend is continuing to support retail coffee consumption in 2021.
Producers and importers of coffee are struggling to maintain real unit price growth in 2021, while at the same tine facing rising production and shipping costs. The primary reason for this increase in price pressure has been the economic impact of the pandemic on disposable incomes.
Despite the decline in disposable incomes, Belarusian consumers will not be willing to trade down to lower quality coffee if at all possible, and will instead choose to consume coffee less frequently. Consumers are becoming increasingly sophisticated, with a growing number of them perceiving good quality coffee as an affordable indulgence.
E-commerce has seen solid growth in 2020 and 2021 as a result of the pandemic, albeit from a low base. Home delivery in Belarus is still quite expensive, limiting volume sales, but e-commerce is expected to continue to grow over the forecast period.
Foodservice sales are expected to fully recover over the forecast period, with small coffee shops in domestic residential areas that offer coffee on-the-go driving sales. In addition, the growth in inexpensive coffee shop chains like Hotfix and Cofix will drive sales among low- and mid-income consumers and younger consumers.
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This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.See All of Our Definitions
This report originates from Passport, our Coffee research and analysis database.
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