The lockdown restrictions in place across Belarus as a result of COVID-19 are likely to reduce soup consumption, as consumers have more time to spend cooking from scratch. Home-made food became more popular during the quarantine period, with many people viewing it as a relaxing social activity.
The competition in soup remains limited in 2020 to a few players in Belarus, though competition is intense with local players, private label and foreign brands actively competing on local shelves. Local manufacturers, which mainly operate in shelf stable and dehydrated soup, retained their leading positions in 2020.
International soup players are expected to focus on the healthy positioning of their products in 2020, attempting to change the traditional image of soup as an unhealthy product. For example, Agrolimen will promote its Gallina Blanca soup, which contains no monosodium glutamate and includes natural herbs.
The healthy living trend is expected to hamper the growth of instant and dehydrated soup into the forecast period, as these are seen by many as quite unhealthy products. Nevertheless, busy lifestyles and on-the-go consumption may maintain growth in sales of instant and dehydrated soup.
The economising trend will remain strong in Belarus into the forecast period, particularly as a result of COVID-19 and the unstable political situation. Local consumers will continue to pay greater attention to unit prices and choose less expensive products.
Different performances of soup products are expected into the forecast period. For example, shelf stable soup is expected to see a decline in coming years.
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This report originates from Passport, our Soup research and analysis database.
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