Consumer Lifestyles in Belarus

Consumer Lifestyle

About This Report

Mar 2017

Consumers have had to endure an economic crisis which has led to declining incomes. In response, consumers have altered their spending habits and tightened their belts, continually looking for the lowest prices and in many instances delaying purchases, particularly of big-ticket items. New taxes on products bought abroad have affected the popular pastime of cross-border shopping. Online shopping is growing with domestic and Chinese retailers the most popular sites.

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Consumer Lifestyles in Belarus

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LIFESTYLES IN BELARUS

Chart 1 Consumer Lifestyles in 2016

TOP FIVE CONSUMER TRENDS

Consumers tightening belts as income levels decline
Consumers shopping online to get best prices
Aging population to have a substantial impact on consumption patterns
Belarusians cross the border for shopping sprees
Social media influencing consumer habits and attitudes

CONSUMER SEGMENTATION

Babies and Infants
Affordable day care services are scarce
Chart 2 Number of Babies and Infants (Aged 0-2) and Average Age at Childbirth
Kids
Kuplyaytse belaruskaye (buy Belarusian products)
Chart 3 Number of Kids (Aged 3-8)
Tweenagers
Pocket money usually spent on snack and fast food
Tweens flock to extra-curricular classes
Chart 4 Distribution of Tweens (Aged 9-12)
Teens
Teens turn to bloggers to get fill of fashion brands
More Teens preparing for IT careers
Chart 5 Distribution of Teens (Aged 13-17)
Young Adults
Chart 6 Distribution of Young Adults (Aged 18-19) and Age at First Marriage
Middle Youth
Growing number of Middle Youth entrepreneurs
Chart 7 Distribution of Middle Youth (Aged 30-44)
Mid-Lifers
Younger Mid-Lifers increasingly turn online for news
Chart 8 Number of Mid-Lifers (Aged 45-59)
Later-Lifers
More Later-Lifers continue to work
Chart 9 Number of Later-Lifers (Aged 60+) and Life Expectancy

EATING AND DRINKING

Eating Habits
Low incomes and poor diets leading to obesity amongst women
New fast food venues to challenge traditional cafes and restaurants in Minsk
Case study: Healthy meals delivered to consumers’ doors
Chart 10 Consumer Spending on Food and Non-Alcoholic Drinks: 2016
Drinking Habits
Government encourages consumers to drink domestic products
Price-conscious fresh coffee drinkers look for alternatives
Chart 11 Consumer Spending on Beer, Wines and Spirits: 2016

HEALTHY AND ETHICAL LIVING

Attitudes to Health and Wellbeing
Belarusian medications more affordable but many consumers still want imported products
Chart 12 Consumer Expenditure on Personal Health: 2016
Ethical Living
Increased demand for ‘green’ products
Chart 13 Obese and Overweight Population by Gender: 2000-2016
Sport and Fitness
Cycling growing in popularity in urban areas
Ice hockey remains a top sport in Belarus
Chart 14 Percentage of Households Owning a Bicycle: 2016

HOUSE AND HOME

Home Ownership
Government attempts to stem flow of rural residents to cities
Chart 15 Overview of Households: 2016
Household Profiles
Rise in the number of household pets
Households still want cars but many now can’t afford them
Chart 16 Households by Type, Occupants, and Pet Ownership
Running Costs
Households hesitate to install solar panels due to high cost
Fewer home renovation options amidst declining incomes
Chart 17 Running Costs per Household: 2016

LEISURE AND RECREATION

Leisure Time
Consumers attracted by popular new games
Vacations
Domestic tourism is thriving
Chart 18 Holiday Time: 2016
Opportunities for Celebrations and Gift-Giving

TECHNOLOGY

The Internet
More consumers turning to online banking as internet access grows
Chart 19 Accessing the Internet: 2016
Attitudes towards Social Media and Networking

GROOMING AND APPEARANCE

Investing in Yourself: Female Personal Grooming and Hygiene
More women buying clothing and cosmetics at shopping centres rather than outdoor markets
Price-conscious consumers turning to cosmetics discounters
Chart 20 Consumer Expenditure on Personal Appearance: 2016
Investing in Yourself: Male Personal Grooming and Hygiene
Style Icons and Celebrity Influences

SHOPPING

Main Household Shop
Consumers crossing the borders to secure better prices
Chart 21 Main Household Shop by Retailer Type: 2016
Shopping for Big-Ticket Items
Consumers crossing borders to secure better prices but new restrictions stifle demand
Shopping Online
Consumers face government limits on online shopping
Low prices offered by Chinese online vendors attract consumers
More consumers ordering meals online
Chart 22 Internet Retail Spending: 2016

SPENDING AND SAVING

Attitudes towards Spending
Attitudes towards Savings
Attitudes towards Loans
Mortgages only affordable to affluent consumers
Chart 23 Key Spending and Savings Measures: 2016