Juice in Belarus

PROSPECTS

Economising trend and competition from other soft drinks impact sales in 2019

In 2019, juice recoded further volume decline. It is perceived by many as a drink for children and low- and mid-income consumers who were economising reduced their consumption.

Price sensitivity influences purchases

Ongoing price sensitivity amongst Belarusians encouraged the consumption of large packs of juice, particularly 2 litre packs, and less expensive juice, including nectars. Since local consumers pay little attention to juice ingredients on the packaging, there is no significant difference for them between 100% reconstituted juice and nectars; they purchased juice based on its price, preferring less expensive nectars.

Health and wellness trend affects juice consumption

The health and wellness trend continued to impact juice consumption in Belarus in 2019. A growing number of consumers opted for healthier juices without added sugar, preservatives and colourings, and fresh fruit juice.

COMPETITIVE LANDSCAPE

Leading players benefit from broad product ranges, widespread availability and strong marketing support

Coca-Cola Hellenic Bottling, Oasis and the local Firma ABC remained the leading players in both volume and value terms in 2019 due to their strong presence in modern retail, wide product range, strong distribution and heavy marketing support. Ranked fourth was another local player, Savushkin Produkt, which offers the brand Na100yashchy in 100% juice, nectars and juice drinks.

Private label, “others” and price discounting on the rise in 2019

Private label, whilst still holding a small share in 2019, is growing due to the appearance of new products, for instance Kraina Vitamina nectar by Eurotorg. The share of “others” is also increasing thanks to the launch of premium fresh fruit and vegetable juice.

Manufacturers focus on new flavours and pack designs to attract consumers

New product development at the end of 2018 and in 2019 remained limited due to declining demand, with manufacturers instead focusing on extending their range of flavours and redesigning their packaging. Coca-Cola offered flavour extensions (grape-apple and peach-apple nectar) of its Dobry brand, whilst its Rich brand saw packaging redesign, a new pack type (330ml PET) and new flavour extensions, including orange-mango, grapefruit and mors (juice made from berries).

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