Beer in Ukraine

PROSPECTS

Seeds of recovery for beer sales

In 2018, beer volume sales started to recover. Compared with other alcoholic drinks, beer remains highly popular throughout the country, is produced locally, enjoys widespread distribution and can be afforded by most Ukrainians.

Low/non-alcoholic beer is expected to be the most perspective category

In 2018, low/non-alcoholic beer registered the second largest total volume growth, supported by the ongoing health and wellness trend. Players’ portfolios of low/non-alcoholic beer developed rapidly towards the end of the review period.

Smaller packaging continuously sought across beer

In response to convenience-seeking behaviour among consumers and price consciousness, small packaging sizes continued to gain traction in 2018. A greater shift away from large to smaller pack sizes was particularly evident in lager.

COMPETITIVE LANDSCAPE

Carlsberg Ukraine continues to characterise beer

In 2018, Carlsberg Ukraine retained its outright lead in the beer category, thanks largely to the popularity of its flagship Lvivske brand. Within its portfolio, however, the brewer also offers Robert Doms, Baltika, Carlsberg, Seth & Riley's Garage.

Marketing activities set to increase over the forecast period

The health and wellness trend in combination with growing demand for flavour sophistication and diversification led to new product developments in 2018. For instance, Obolon released new Opillya Premium Odnosolodove, a premium product, produced from only one type of malt.

Development of specialist beer outlets

The end of the review period experienced the drastic expansion of small shops that only sell beer or in some cases beer, wine, cider and kvas. Outlets such as these generally have a small surface area of under 50 sq m, and are located in large cities under the brands Mir Piva (translated as “beer world”), and Pyvo (translated as “beer”).

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