The rate of growth in retail volume sales of BFY beverages slowed for the second successive year during 2021, with the economic shock of the pandemic leading a significant number of local consumers to reduce their discretionary spending. On the other hand, demand was support by a shift from the on-trade to retail, as local consumers continued to spend more time at home due to the risk of contagion.
Reduced sugar energy drinks are rapidly growing in popularity among local consumers, with a number of new offerings regularly launched. However, they still account for a very small share of total retail volume sales of energy drinks.
Having been little better than static during the review period prior to the onset of the pandemic, retail volume sales of BFY reduced caffeine beverages declined during both 2020 and 2021. Reduced caffeine options, like RTD tea and RTD coffee, are not as widely available in Russia as in some other Eastern European countries, and most retailers offer no more than a limited range of products with a low caffeine content, with the exception of coffee.
Better for you beverages is expected to record lower average retail value growth at constant 2020 prices over the forecast period in comparison with the review period. BFY reduced sugar soft drinks, notably reduced sugar non-cola carbonates, is expected to record the strongest retail value growth.
Deepening local consumer interest in health and wellness will continue to drive robust growth in demand for reduced sugar BFY beverages throughout the forecast period. Even as the threat that it poses fades, COVID-19 will serve to reinforce this trend by highlighting the health risks associated with obesity.
Reduced sugar RTD tea remains undeveloped in Russia, but this could begin to change during the forecast period, as manufacturers pay more attention to these categories and launch more new products. There were signs of this during the latter part of the review period, with Coca-Cola launching reduced sugar Fuzetea in May 2020, for example.
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Better For You Beverages
Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc). For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Better For You Beverages research and analysis database.
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