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Temporary horeca closures at the onset of COVID-19 in Ukraine and restrictions on working hours that were introduced afterwards negatively impacted the soft drinks category. Especially bearing the brunt in 2020 were those categories that were more popular in on-trade channels, including bottled water, carbonates, energy drinks and juice. Occasional shifts from horeca to home consumption in most cases were not able to compensate for the lost sales. Retail sales were also negatively affected acros...
Euromonitor International's Soft Drinks in Ukraine report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2016-2020), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Soft Drinks market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025APPENDIX
Fountain sales in Ukraine
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Carbonates suffers volume declines resulting from quarantine period, with on-trade sales of popular non-cola carbonates taking the greatest hit in 2020
Product innovations and recent product launches responding to health and wellness trends help sustain interest in carbonates in 2020
Loyalty factor remains low in Ukraine, and frequent price promotions from most popular major brands reduces pressure from low-priced segment in 2020
RECOVERY AND OPPORTUNITIES
Demand for new product innovations, low-calorie options as well as a greater need for indulgence are likely to drive demand for carbonates over the forecast period
Low-calorie cola, orange and other non-cola carbonates will drive sales but carbonates soft drinks perceived as healthier will present a greater challenge
Players will try to foster more consumption occasions for certain types of carbonates, bearing in mind that those with perceived health benefits have the greatest potential
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020 Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020 Table 43 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020 Table 44 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 45 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 46 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 47 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 48 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 49 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 51 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025 Table 53 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Covid-19-related lockdowns, overall crisis conditions and related economic downturn impact juice more negatively than carbonates and bottled water in 2020
Multiple benefits of juice are not as readily apparent to consumers compared to that of other types of soft drinks
Per capita consumption remains low despite higher growth inspired by health and wellness trends, which do not transcend price concerns or result in habitual buying
RECOVERY AND OPPORTUNITIES
Juice is expected to fully recover from impact of COVID-19, albeit at a slower rate than that of other soft drinks categories
As COVID-19 is expected to have a negative impact on the Ukrainian economy, price sensitivity will continue to shape consumer interest in juice
Higher health awareness along with new product launches and promotions are expected to positively impact demand for juice over the forecast period
CATEGORY DATA
Table 54 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 55 Off-trade Sales of Juice by Category: Value 2015-2020 Table 56 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 57 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 58 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020 Table 59 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020 Table 60 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020 Table 61 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 63 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 64 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 66 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 lockdowns and quarantine periods resulting in lower demand for bottled water in small containers for on the go results in stronger volume decline in 2020
Ukrainian consumption of bottled water is lower than the regional average, as many consumers cannot afford to purchase bottled products on a regular basis
For many Ukrainians with lower disposable incomes in an unstable economy, tap water is a more feasible option than bottled water
RECOVERY AND OPPORTUNITIES
While bottled water will see higher volume and value growth rates over the forecast period, negative economic impacts of COVID-19 will limit more rapid development
Per capita consumption is set to increase, but grey market presence may impede the ability to gain an accurate picture of real per capita levels over the forecast period
Despite higher health awareness and closer attention to the quality of water they consume, many consumers will likely stay with tap water and other cheaper options
CATEGORY DATA
Table 69 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 70 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Starting from a low base and building on the 2019 launch of Powerade, sports drinks sees strong off-trade volume growth that compensates for on-trade losses in 2020
Changes in consumer behaviour during COVID-19 lockdown and social distancing period result in strong volume growth in off-trade sales of sports drinks in 2020
Higher per capita growth of sports drinks is hindered by lack of awareness, its narrower distribution compared to that of bottled water and its higher unit price
RECOVERY AND OPPORTUNITIES
Culture of informed consumption developing in Ukraine is expected to result in greater interest in and demand for sports drinks over the forecast period
After COVID-19 wave recedes, sports drinks is set to benefit from consumers' increased exposure to the products in gyms and other sports facilities
Powerade launch, behavioural changes prompted by the pandemic, and other developments are set to boost category growth, despite its remaining relatively niche
CATEGORY DATA
Table 81 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 82 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020 Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020 Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
While unable to compensate for COVID-19-related on-trade losses, off-trade sales are strong enough to result in positive total volume and value growth in 2020
Failure of many to see a functional difference between energy drinks and other carbonates leads to lower per capita consumption than the regional average
Despite higher unit price of energy drinks, loyal consumers cognizant of the benefits continued to buy them in 2020
RECOVERY AND OPPORTUNITIES
Leading players expected to focus on educating consumers about the functional benefits that distinguish energy drinks from other soft drinks over the forecast period
Recovery of horeca and growing culture of informed consumption in Ukraine will play a significant role in boosting prospects for energy drinks in coming years
Consumption per capita gap between Ukraine and other players in the region likely to shrink as players focus on promoting benefits and responsible consumption
CATEGORY DATA
Table 93 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 94 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 has little impact on concentrates, which lacks sufficient popularity in Ukraine to drive interest in consumption despite job losses and lower income in 2020
No new product developments are seen in powder or liquid concentrates in 2020 as producers see little potential in this category
Low per capita consumption of concentrates not only in Ukraine, but in Eastern Europe in general, reflects the category's overall unpopularity in the region
RECOVERY AND OPPORTUNITIES
Negative volume growth is expected year on year for concentrates over the forecast period, as consumers continue to show more interest in other soft drinks categories
As soft drinks other than concentrates have higher potential, producers will continue to focus product development and marketing efforts there instead of in this category
In the absence of producer interest and investment in concentrates, those that have traditionally used them or who seek cheaper options will remain the consumer base
CATEGORY DATA
Concentrates conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020 Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 107 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 109 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020 Table 110 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 111 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 112 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 113 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
With COVID-19 restrictions leaving consumers with fewer occasions to opt for RTD tea, off-trade and on-trade value and volume sales dip by double digits in 2020
Per capita consumption of RTD tea remains below the regional average as Ukrainian consumers continue to opt more often for carbonates and bottled water
Coca-Cola's and Sandora's two leading RTD tea brands continue to account for more than 90% of total retail volume sales in 2020
RECOVERY AND OPPORTUNITIES
Producers expect to drive higher sales of RTD tea with product innovation and a focus on developing benefits and occasions for consuming iced tea
Ukrainian per capita consumption will remain lower than the regional average but the gap is expected to continue diminishing over the forecast period
Double-digit volume and value growth expected for still RTD tea, driven by retail sales during warmer months after COVID-19 no longer impedes higher consumption
CATEGORY DATA
Table 120 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 121 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020 Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-20252020 IMPACT
2020 IMPACT