Juice in Belarus

PROSPECTS

Juice adversely impacted by economising trend and competition from other soft drinks

In 2018, juice continued to post a decline in volume sales. Juice is seen by many locals as a drink for children and so low- and mid-income consumers who were economising reduced their consumption, instead opting for less expensive soft drinks or homemade juice.

Economising trend serves to weaken brand loyalty

An economising trend remained visible in Belarus in 2018, with local consumers paying greater attention to product prices and increasingly searching for discounts and promotions. In order to stimulate volume sales, various local players offered price discounts.

Health and wellness trend affects juice consumption

The health and wellness trend also continued to impact juice consumption in Belarus in 2018. A growing number of consumers opted for healthier juices which do not contain added sugar, preservatives and colourings.

COMPETITIVE LANDSCAPE

Leading players strengthen their positions

In 2018, the greatest share of volume sales continued to be accounted for by locally made juices. Coca-Cola Hellenic Bottling and Oasis remained the leading players in both volume and value terms thanks to the popularity of their respective Dobry and Sochny brands, which benefit from a wide product range, strong distribution and heavy marketing support.

Reconstituted 100% juice faces pressure from nectars and juice drinks

Due to the economising trend in Belarus, reconstituted 100% juice continued to face strong competition from cheaper nectars and juice drinks. Due to their lower prices, nectars in particular are seen as more attractive, thus enjoying a stronger presence on retail shelves.

Manufacturers focus on new flavours and pack designs to attract consumers

Due to intensive competition in juice, manufacturers increased their efforts to attract consumers. New product development remained scarce due to declining volume sales, with manufacturers instead focusing on extending their range of flavours and redesigning their packaging, while imported premium brands also began to emerge.

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