Sweet Biscuits, Snack Bars and Fruit Snacks in Belarus

PROSPECTS

Sweet biscuits leads by far, with a shift to more indulgent products

Sweet biscuits, snack bars and fruit snacks continued to see strong retail current value growth in 2019. Sweet biscuits accounted for the majority of sales, as these are a ubiquitous traditional snack, with saturated shelf space.

Snack bars sees the highest growth due to busier, healthier lifestyles

Although from a low base, snack bars maintained the strongest retail volume growth in 2019, boosted by consumers’ increasingly healthy yet busy lifestyles and high shelf penetration in large stores. Snacking habits are shifting towards on-the-go consumption, whilst consumers are now demanding products that not only satisfy their appetite, but also offer health benefits.

Fruit snacks meet consumers’ demand for convenience, practicality and health

In 2019, fruit snacks was another category which saw current value and volume growth driven by consumers’ desire to snack healthily. Belarusians see fruit snacks as very traditional, well-known and healthy snacks.

COMPETITIVE LANDSCAPE

Competitive environment varies strongly between categories with a mix of multinationals and local manufacturers

Competitors within fruit snacks are mainly local players that package imported dried fruit and sell it under their own brands. Within snack bars, the international player Nestlé has a high value share, with the remaining competitors a mix of a few local manufacturers and many other, mainly Russian, players.

Rising health awareness leads to healthier launches and better communication

Rising health awareness amongst consumers is encouraging players in sweet biscuits to offer healthier options of their products. These include biscuits with fructose, without gluten or with higher protein content.

Consumers’ price sensitivity presents an opportunity for private label goods

The competition in sweet biscuits, snack bars and fruit snacks remains saturated. Many competitors offer similar products, with unit price being the only difference.

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