The impact of the pandemic on disposable incomes has hit tea consumption habits hard in Belarus. Although the economy has performed better than expected in 2021, GDP is still set to be well below pre-pandemic levels, and employment has yet to fully recover This has seen consumers trade down wherever possible; despite the marginal growth in volume sales in 2021, value sales in real terms have declined.
Unsurprisingly, COVID-19 has led many consumers in Belarus to become more health conscious, and there has been an increase in people overhauling their diets as part of a stronger health foundation. This trend was already emerging, but the pandemic has accelerated it, and fruit/herbal tea has been the most dynamic part of the category in volume terms in 2021, as consumers explore healthier tea options.
Prior to the pandemic, sales of premium black tea began to enjoy significant growth as the Belarusian consumer base saw incomes rise and levels of sophistication increase. COVID-19 has nipped this in the bud.
The economic impact of the crisis on disposable incomes means that value development over the forecast period will be a challenge, and the fact that most consumers are looking to trade down is likely to limit product development and consumer over the forecast period. The market is wholly supplied by imports, and weak demand is a strong disincentive for importers, who are expected to continue to focus on creating a balance between rising prices of raw material and disposable income decline.
Over the forecast period, advertising will continue to play an important role in supporting volume sales within tea, which is one of the most marketed products on TV. There is a high degree of brand awareness for Greenfield Tea Ltd’s Greenfield and Tess brands, as well as Unilever Group’s Lipton brand, which between them hold over half of tea sales in terms in 2021.
On-trade sales of tea have seen strong recovery in 2021 as consumers slowly return to the foodservice channel. However, tea is set to continue losing ground to coffee over the forecast period as the preferred hot dink in the on-trade, with the wide spread of on-the-go coffee shops the primary driver of this trend.
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This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.See All of Our Definitions
This report originates from Passport, our Tea research and analysis database.
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