Concentrates in Belarus continued to be entirely dominated in 2018 by powder concentrates, with kisel being the main type. In 2018, powder concentrates recorded a slowdown in volume growth, partly because kisel continued to be seen by many young urban dwellers as an old-fashioned product.
In 2018, many Belarusians continued to try and adopt healthier lifestyles. More consumers paid greater attention to the products they bought, increasingly choosing healthier alternatives.
Powder concentrates in Belarus were not advertised on the television or internet in 2018, with this situation serving to limit volume sales. In order to retain existing customers and attract new ones, local companies offered frequent price discounts.
Powder concentrates remained a category characterised by a lack of competition in 2018, with a few local producers maintaining their strong positions. Lidapishcheconcentraty continued to heavily dominate the category, followed by another local player, Krinitsa.
In 2018, product variety and availability continued to play an important role in supporting sales. As modern retailing continued to grow significantly in Belarus, the key to driving sales was a strong presence in these outlets.
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