Savoury Snacks in Belarus

PROSPECTS

Potato chips and vegetable, pulse and bread chips see highest volume growth

Savoury snacks remain popular and traditional snacks in Belarus. The diminishing effect of economic downturn resulted in savoury snacks seeing double-digit volume growth in 2017, driven by potato chips and vegetable, pulse and bread chips.

Healthy living trends negatively affect volume growth overall

Healthy living trends are having a negative impact on volume growth of savoury snacks, as more local consumers are becoming aware of the high amount of oil, sugar, salt and artificial flavours contained in these products. Health-conscious Belarusians tend to prefer snack bars and fruit snacks, seeing them as healthier alternatives to savoury snacks.

Growing beer consumption positively affects volume sales of savoury snacks

In 2017, volume sales of beer recorded growth, and volume growth is expected to continue over the forecast period. Growing consumption of beer is expected to result in growing volume sales of savoury snacks in Belarus, as they are traditionally largely consumed with beer.

COMPETITIVE LANDSCAPE

Foreign competitors maintain major sales shares thanks to their wide availability and high unit prices, whilst locals rely on special offers and promotions

In Belarus, foreign companies together account for the major value share in savoury snacks due to their high unit prices and wide availability. Thus, Frito Lay retains its major value share in potato chips and vegetable, pulse and bread chips with its Lay’s and Hrusteam brands.

Price discounts, promotions and new product developments positively affect volume sales of savoury snacks

Belarusians continue to pay great attention to unit prices, so the presence of various discounts and offers on savoury snacks helps boost their volume sales. Manufacturers constantly offer an insignificant price discount and participate in buy-1-get-1-free offers during discount days in supermarkets.

Competition with fast food cafés negatively affects volume sales of snacks

Local consumers still see savoury snacks as impulse purchases, which they buy spontaneously when they are shopping. Few consumers visit stores to buy savoury snacks only.

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