Although sugar confectionery in Belarus continued to record retail current value growth in 2019, it recorded a slight volume decline due to saturation and declining demand. Growing health awareness also hampered the volume growth of sugar confectionery, mainly boiled sweets, lollipops, and toffees, caramels and nougat, which are believed to contain particularly high amounts of sugar.
Packaged sugar confectionery is starting to take share from pick and mix. Packaged products are offered in convenient small size portion packs, mainly 100-200g.
Consumers in Belarus are increasingly health-aware and leading healthier lifestyles. This is leading to greater interest in sugar confectionery which highlights its health benefits, natural ingredients and lack of artificial ingredients, such as colourings.
Ukrainian player Roshen continued to lead sugar confectionery in value terms in 2019, despite seeing a minor decline in its share. Its inexpensive imported brand retains strong shelf space due to its low price, strong distribution and wide product assortment, mainly in boiled sweets, pastilles, gums, jellies and chews and toffees, caramels and nougat.
New product developments are becoming more segmented, with producers attempting to attract certain consumer groups. For example, in 2019 Krasny Pishchevik launched the Festini brand of zefir, which targets young consumers and young adults with a modern pack design and new flavours, and Good Mood, which was launched with various flavours of alcoholic drinks.
Due to their price sensitivity, Belarusians still pay a great deal of attention to unit prices, which significantly reduces brand loyalty. Inexpensive products, mainly imported from Russia and Ukraine, therefore maintain their influence and retain their value shares.
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This industry report originates from Passport, our Packaged Food market research database.