Boston, MA -- (ReleaseWire) -- 06/06/2014 -- In 2013, other hot drinks began its recovery after the crisis and national currency devaluation of 2011 and 2012. Total volume sales of other hot drinks increased by 2%, whilst in the two previous years, volume sales declined. In order to maintain volume consumption, consumers were still trading down to cheaper brands or more affordable products. The growth was partly due to price promotions, but mainly due to a slowdown in the national rate of inflation, despite this slowdown, inflation remains high (Inflation in 2012 in Belarus was - 22%. In 2013 - 16.5%) As a result, other hot drinks current value sales grew by 23% in the year.
Nestle continued to dominate other hot drinks in 2013 with a value share of 75%. The company controls sales of chocolate-based flavoured powder drinks, with its Nesquik brand. Nesquik has been present in Belarus for many years, and is one of the most widely distributed and heavily promoted brands in the local hot drinks market. In particular, the brand benefits from strong TV advertising support. TV advertisements for the brand feature cartoon characters that are popular with Belarusian children, the main consumers of Nesquik. Domestic player Kommunarka offers the Kakao Nastoyashchi brand and is ranked second in other hot drinks, with a value share of 13% of the market in 2013. Krinitsa, another domestic company, rounded out the top three with a value share of 2%, thanks to its Krinitsa brand.
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The health and wellness trend will be a focal point for future growth in other hot drinks, as well as innovation and marketing activities over the forecast period. Other plant-based hot drinks, for example, is expected to witness the launch of several new products made from natural ingredients. Many of these products will be explicitly positioned as healthy alternatives to coffee and chocolate-based flavoured powder drinks. Although the latter category is also expected to see several new health-oriented launches. Most notably, companies are expected to respond to growing parental concerns about child obesity and diabetes by launching new reduced sugar and sugar free variants. Chocolate-based flavoured powder drinks manufacturers will also launch new variants that are fortified with vitamins and minerals that provide nutritional benefits for growing children.
Discover the latest market trends and uncover sources of future market growth for the Other Hot Drinks industry in Belarus with research from Euromonitor's team of in-country analysts.
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