COVID-19 continues to affect the sales of hot drinks in Belarus in 2021. Although the government has taken an extremely light touch approach to managing the pandemic, consumers are still acutely aware of the risks of infection.
The drop in disposable income has impacted coffee, but rather than consumers shifting from ground coffee to cheaper instant products, they are seeking out better prices and more affordable brands within each category. This reflects the growing sophistication of the consumer base, whose consumption habits are increasingly being formed by their experiences in the on-trade.
Leading players in Belarus have retained their positions thanks to high levels of consumer brand awareness, a wide presence in the country’s retail channels and a diverse portfolio of products. Product innovation has been limited, hardly surprising given the political and economic upheaval of 2020 and 2021, but leading brands continue to be supported by active advertisement that is increasingly migrating to the internet.
Many Belarusians continue to limit their on-trade purchases of hot drinks and shift to domestic consumption, either for reasons of expense or lingering concern about the virus. As a result, retailers are trying to offer a far greater product variety of hot drinks than ever before, although rising import costs and supply side issues make this a challenge.
Despite the lack of lockdown in Belarus, consumers are well aware of the risks of transmission and continue to visit public places including coffee shops less frequently in 2021. On-trade continues to recover from the collapse of sales in 2020, but most operators have not made a full recovery in 2021 so far.
Hot drinks is expected to stabilize over the forecast period, as consumers return to their pre-COVID-19 lives, and the effect of the pandemic is likely to be reduced as the vaccine programme is rolled out. However, disposable incomes are not forecast to start to recover until 2023 at the earliest, and the country’s economy faces serious challenges.
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This is the aggregation of Coffee, Tea, and Other Hot Drinks.See All of Our Definitions
This report originates from Passport, our Hot Drinks research and analysis database.
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