Savoury Snacks in Belarus

PROSPECTS

With plenty of manufacturer activity, potato chips remains popular

Savoury snacks continued to see strong retail current value and volume growth in 2019, as these remain popular traditional snacks in Belarus. Potato chips remained the most popular within savoury snacks, and also saw the fastest current value growth in this year, due to manufacturers’ efforts, significant shelf space and a wide product assortment.

Healthy living trend leads to substitution with less fat and salt content

The healthy living trend is hampering the volume growth of some categories within savoury snacks, as more local consumers are aware of the high amount of oil, sugar, salt and artificial flavours contained in these products. Health-conscious Belarusians tend to prefer healthier savoury snacks such as nuts and seeds.

Growth in beer will positively affect sales of savoury snacks

Nevertheless, busy lifestyles are stimulating interest in savoury snacks for on-the-go consumption. In addition, the growth of savoury snacks is linked to the consumption of beer in Belarus, which increased in 2018, and is forecast to continue to rise.

COMPETITIVE LANDSCAPE

Active promotion during 2018 FIFA World Cup maintains Frito Lay’s lead

In Belarus, foreign companies together account for the highest value share in savoury snacks, due to their high unit prices and wide availability. Lay’s from Frito Lay remained the leading brand and increased its value share in 2019, due to active promotion during the 2018 FIFA World Cup and its strength in potato chips.

Health trend boosts sales of vegetable, pulse and bread chips

The competition in vegetable, pulse and bread chips was affected by pressure from potato chips. The growing shelf space for potato chips led to diminishing space for bread chips.

New healthier and innovative product developments attract consumers

Local consumers are keen to try new products, which leads both local and foreign players to launch a large number of new product developments, with the most interesting being healthier and innovative launches in potato chips. Amongst the most recent developments, Lay’s launched a large bowl-pack of chips for big groups and “healthier” furnace-baked chips.

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