The financial impact of the pandemic on Belarus’ has been severe, throwing an already weak economy into recession. Disposable incomes in 2021 have continued to shrink, leading price sensitive consumers to moderate spending by either making home-made soup or trading down to less expensive dehydrated and instant soups due to their low prices.
The gradual return to pre-pandemic patterns of consumption has helped sales of soup in 2021. On-the-go and impulse consumption has always been a key part of the demand for soup in Belarus, and in 2021, consumers are returning to their offices, stimulating the consumption of soup.
Lidapishcheconcentraty OAO continues to dominate sales in 2021, and has grown share over the review period. This is thanks to its far lower price points – its Lidkon Domashny Vkus brand is perceived as low cost, and is available in a wide variety of flavours, as well as being ubiquitous throughout Belarusian grocery retailers.
Price will remain the key purchase trigger for consumers of soup choice in 2022 and 2023 as Belarus struggles to emerge from recession. For this reason, more expensive products like shelf stable soup are set to see the weakest growth over the forecast period, and the country is not anticipated to develop a meaningful chilled soup sector for the same reason.
Consumer health awareness has strengthened in the wake of the pandemic, and producers have begun to react to this – in 2021, healthier options of soup have become more widely available, such as the Green private label form Mestnoe Izvestnoe which uses 100% natural ingredients or Bionova’s protein soup. These trends will strengthen over the forecast period and offer the opportunity for producers to add value to their portfolios.
The healthy living trend may hamper the growth of instant and dehydrated soup over the forecast period, as these are seen by many as unhealthy products. However, the convenience of the format will continue to underpin growth.
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Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.See All of Our Definitions
This report originates from Passport, our Soup research and analysis database.
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