The sharp economic contraction in 2020 as a result of the pandemic continues to affect consumer spending. Although the Belarusian economy has seen a better-than-expected recovery in 2021, GDP is still well below pre-pandemic levels, and disposable incomes are in decline.
Despite the dip in demand caused by tightening household budgets, juice has benefited from its perception as a healthy choice. Health awareness has unsurprisingly strengthened in 2020 and 2021 as a result of the pandemic, with many people looking to overhaul their diets and strengthen their immune systems.
Weakening demand from consumers and supply side problems has meant that 2021 has seen little in the way of meaningful product development. However, many leading players have focused on rebranding and pack re-design as a means of reinvigorating their juice brands.
Manufacturers of juice face significant problems in rebuilding demand for juice over the forecast period. In the off-trade, by some distance the largest generator of value sales in Belarus, value growth in real terms is set to fall, as consumer continue to trade down to cheaper products, and the channel is also set to see ongoing volume decline.
Changing consumer habits will alter the shape of the juice category over the forecast period. Price sensitivity is a key issue, but increasingly many Belarusians perceive it as a drink for children, shrinking the consumer base.
2021 saw on-trade sales of juice bounce back strongly, as consumers began to return to foodservice. This reflected the perception that virus is coming under control, a trend that is likely to strengthen as the government’s vaccination programme continues to be rolled out.
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Understand the latest market trends and future growth opportunities for the Juice industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
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