The migration of consumers from on-trade to off-trade in 2020 due to COVID-19 positively affected volume sales of spirit-based RTDs, the only category present in RTDs. Although there was no official lockdown in Belarus in 2020, health-cautious consumers limited their socialising outside of the home in on-trade establishments for fear of catching the virus.
Growth was, however, impacted by self-isolation during the first wave of COVID-19 in spring 2020. Consumers increasingly purchased their groceries online, which limited sales of RTDs as online sales of alcohol are prohibited in Belarus.
2020 saw no major changes in the competitive environment in RTDs, with the leading positions all accounted for by local companies. Heading the list of leading names in the category is Minski Zavod Bezalcoholnyh Napitkov ZAO, which offers the Piknik brand of spirit-based RTDs.
The on-trade performance of RTDs is expected to recover in 2021-2022 due to the lack of lockdown and desire of consumers to live a normal life despite COVID-19. In autumn 2020, the state made it mandatory for Belarusians to wear masks in public places, which has made people feel safer outside of the home; however, the share of RTDs sold on-trade is expected to remain very low.
Competition amongst RTDs players is expected to remain rather limited over the forecast period, with the leading local players, Minski Zavod Bezalcoholyh Napitkov ZAO (MZBN) and Lidskoe Pivo OAO, set to retain their positions to 2025. The players have different consumers; MZBN attracts middle-age, low-income consumers, whilst Lidskoe Pivo attracts young consumers (students and graduates).
In the off-trade, RTDs are generally located on the same shelves as cider/perry and flavoured/mixed lager, which means that the category faces competition from both of these categories. Recent years have seen flavoured/mixed lager record very strong sales growth, mainly due to the consistent launches of new products by the leading category players.
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This report originates from Passport, our RTDs research and analysis database.
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