Soft Drinks in Russia
Euromonitor International's Soft Drinks in Russia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 166 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Soft drinks market still growing
The soft drinks market is still growing but growth is slowing as some sectors are reaching saturation. Changing attitudes to health influenced the overall market during the review period. Bottled water was one of the main beneficiaries of this trend, as increasing numbers of Russian consumers shifted to pure or fortified water, rather than carbonates. They also started to use bottled water when cooking due to growing concerns about the quality of the tap water in Russia. Manufacturers sought to capitalise on this rising health awareness by adding more fortified and healthy products to their portfolios in all soft drinks sectors to increase consumption. The importance of branded soft drinks, with their guaranteed quality, convenient packaging and variety of assortment, increased over the review period. Rising health awareness and shift to higher-quality products have been brought about by the increased purchasing power of Russian consumers and the influence of global trends.
Soft drinks market addresses traditional Russian drinks
Since the carbonates sector is close to saturation, meaning a significant slowdown in sales, manufacturers are searching for ways to maintain consumer interest in their products. The most successful way to do this has been by entering the kvas category, kvas being a traditional Russian drink. More manufacturers turned to production of kvas, including not only domestic players, which had discovered the niche, but also multinationals, like Coca-Cola. Another niche kisel (another traditional drink) saw the emergence of both domestic regional players as well as larger manufacturers.
Russia’s soft drinks market suffering from rapid concentration
The competitive environment in the soft drinks market is changing rapidly from a situation of strong rivalry between large domestic players and multinationals to an industry characterised by the acquisition of Russian manufacturers by foreign giants. Foreign-based companies have purchased the two largest domestic producers of juice. Multon was acquired by Coca-Cola in 2005 and the British investment company Lion Capital purchased Nidan. Another significant player Lebedyansky is said to have been acquired by Coca-Cola’s main rival PepsiCo. Multinationals also dominate the RTD tea sector. In concentrates, the leading position belongs to domestic companies.
Chained supermarkets the leading soft drinks distribution outlets
Supermarkets/hypermarkets dominated retail distribution of soft drinks in 2007 although a still a significant portion of soft drinks sales through independent shops with 16% share of sales through kiosks and 6% of drinks are still distributed through open-air markets. The trend that saw consumers gradually shift away from carbonates encouraged leading chains to dedicate more shelf space to value-added juices, kvas and bottled water products. A large share of soft drinks is also sold through convenience stores and kiosks. The internet is gaining share of sales of bottled water as water is increasingly perceived as the healthiest soft drink. Offices are heavy consumers of bottled water while householders also order bottled water in 5- or 20-litre packs for consumption at home.
Manufacturers developing innovative soft drinks niches
The soft drinks market as a whole will continue to grow over the forecast period, although its growth rate is expected to slow. The on-trade channel is likely to see a slightly higher increase as more Russians become accustomed to eating out. Changes in the soft drinks assortment towards innovations targeting specific consumer groups or consumption occasions are forecast to drive growth in the off-trade. The strongest growth is expected in RTD tea, which is gaining in popularity as an innovative and Western-style product. The most prospective are energy and sports drinks, functional and other fortified drinks, as well as traditional domestic drinks like kvas, mors and kisel, that have always been considered as homemade and the most popular domestic drinks. The growing consumer preference for healthier soft drinks means that multinational players are likely to try and improve their positions in niche sectors, targeting specific consumer tastes over the forecast period.
Table of contents
SOFT DRINKS IN RUSSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drinks market still growing
Soft drinks market addresses traditional Russian drinks
Russia’s soft drinks market suffering from rapid concentration
Chained supermarkets the leading soft drinks distribution outlets
Manufacturers developing innovative soft drinks niches
KEY TRENDS AND DEVELOPMENTS
Bottled water continues to grow
Most juices in Russia made from concentrates
Private label emerges in soft drinks
Horeca lacks premium water assortment
Functional drinks gaining ground
CITY KEY TRENDS AND DEVELOPMENTS
Moscow
St Petersburg
MARKET INDICATORS
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Off-trade Sales of Soft Drinks (as sold) by City: Value 2002-2007
Table 14 Off-trade Sales of Soft Drinks (as sold) by City: % Value Growth 2002-2007
Table 15 Company Shares of Soft Drinks (RTD) by Total Volume 2003-2007
Table 16 Brand Shares of Soft Drinks (RTD) by Total Volume 2004-2007
Table 17 Company Shares of On-trade Soft Drinks (RTD) by Volume 2003-2007
Table 18 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2004-2007
Table 19 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 20 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 21 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 22 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 23 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 24 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 25 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 30 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 32 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
Table 34 Forecast Off-trade Sales of Soft Drinks (as sold) by City: Volume 2007-2012
Table 35 Forecast Off-trade Sales of Soft Drinks (as sold) by City: % Volume Growth 2007-2012
Table 36 Forecast Off-trade Sales of Soft Drinks (as sold) by City: Value 2007-2012
Table 37 Forecast Off-trade Sales of Soft Drinks (as sold) by City: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 38 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 39 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 40 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 41 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 42 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 43 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 44 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 45 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 46 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 47 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - RUSSIA
BORODINO ZAO - SOFT DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Borodino ZAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Borodino ZAO: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 4 Borodino ZAO: Competitive Position 2007
BRIDGESGROUP OOO - SOFT DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Bridgesgroup OOO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
FABRIKA ZDOROVYA HOLDING - SOFT DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Fabrika Zdorovya Holding: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LEBEDYANSKY OAO - SOFT DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Lebedyansky OAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Lebedyansky OAO: Competitive Position 2007
MULTON ZAO - SOFT DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Multon ZAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Multon ZAO: Competitive Position 2007
SHISHKIN LES OOO - SOFT DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Shishkin Les OOO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Shishkin Les OOO: Competitive Position 2007
VISMA ZAO - SOFT DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Visma ZAO: Key Facts
Summary 14 Visma ZAO: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Visma ZAO: Competitive Position 2007
WIMM-BILL-DANN PRODUKTY PITANIA OAO - SOFT DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Wimm-Bill-Dann Produkty Pitania OAO: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Wimm-Bill-Dann Produkty Pitania OAO: Competitive Position 2007
CARBONATES IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Low-Calorie Carbonates by Subsector
Table 49 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 50 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 51 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 52 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 53 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 54 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 55 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 56 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 57 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2007
Table 58 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2007
Table 59 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 60 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 61 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 62 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 63 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 64 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 65 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 66 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 68 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 69 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 70 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 71 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 72 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 73 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 74 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 75 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 76 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 77 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 78 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 79 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 80 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 81 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 82 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 84 Off-trade Sales of Bottled Water: Value 2002-2007
Table 85 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 86 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 87 Leading Flavours for Flavoured Bottled Water: % Volume Breakdown 2003-2007
Table 88 Leading Flavours for Functional Bottled Water: % Volume Breakdown 2003-2007
Table 89 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 90 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 91 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 92 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 93 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 94 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 95 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 96 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 98 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 99 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 100 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 101 Leading Flavours for Functional Drinks: % Volume Breakdown 2003-2007
Table 102 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 103 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 104 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 105 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 106 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 107 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 108 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 109 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 18 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 110 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 111 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 112 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 113 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 114 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2007
Table 115 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2007
Table 116 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 117 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 118 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 119 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 120 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 121 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Flavours/Types of RTD Tea % Off-trade Volume 2005-2007
Table 123 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 124 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 125 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 126 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 127 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 128 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 129 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 130 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 131 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 132 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 133 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 134 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 135 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 136 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 137 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 138 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 139 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 140 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 141 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 142 Leading Flavours for RTD Coffee: % Volume Breakdown 2003-2007
Table 143 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 144 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 145 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 146 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 147 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 148 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012