Drinking milk products will remain a necessity dairy item in Belarus in 2021 despite the ongoing consequences of the COVID-19 pandemic. Fresh milk consumption, however, will record volume decline as this is not a commonly used ingredient in most Belarusian households.
International players will continue to lead drinking milk products in Belarus in 2021. The main reason for this is because local state price growth restrictions of milk make it unprofitable for local producers to enter the competitive environment.
As unit price remains the major determinant in consumer choice, private label drinking milk products with lower prices, and smaller pack sizes will increasingly contribute to retail volume sales in 2021. For example, the hypermarket Green has a great deal of shelf space set aside for its private label drinking milk Mestnoe Izvestnoe, which is popular due to its lower prices.
Over the forecast period, only shelf-stable milk is set to witness impressive growth in volume terms. The main reason for this is due to its higher unit prices and greater marginality of this product area.
Unit price will continue to play a significant role in drinking milk products, with many players expected to continue frequently offering price discounts, however insignificant, in order to boost retail volume sales. Dairy only flavoured milk drinks in particular is likely to see frequent price discounts.
Over the forecast period, despite health cautiousness and the growing availability of milk alternatives, this will not affect the consumption of drinking milk. Unit price will also remain highly significant in 2022 due to the ongoing economic repercussions of the COVID-19 pandemic.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.See All of Our Definitions
This report originates from Passport, our Drinking Milk Products research and analysis database.
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