In 2020, better for you beverages recorded a sharp slowdown in the rapid growth trend seen towards the end of the review period. This followed several years of sustained double-digit retail value and volume growth as the category entered negative volume growth in 2020.
The COVID-19 pandemic led to a strong shift from on-the-go to home consumption during the first half of 2020. This served as a strong limiting factor on value growth at the end of the review period as more consumers switched to larger pack sizes and multipack offerings.
BFY reduced caffeine hot drinks remained the main area within BFY reduced caffeine beverages, notably reduced caffeine coffee, as reduced caffeine soft drinks continued to be underdeveloped. Reduced caffeine options, like RTD tea and RTD coffee, are not as widely available in Russia as in some other Eastern European countries, and retailers offer 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 compared to the review period. BFY reduced sugar soft drinks, notably reduced sugar non-cola carbonates, is expected to record the strongest retail value growth.
Despite accounting for only a very small share of total sales, e-commerce is set to maintain the positive strong growth trend that was further driven by the COVID-19 pandemic in 2020. Many consumers switched to e-commerce as their preferred channel for health and wellness beverages when faced with the challenges of visiting retail stores in 2020.
The post-COVID-19 economic slowdown is expected to impact consumers’ preferences for brands over the forecast period. While many consumers have a growing awareness of the role played by nutrition in a healthy lifestyle, price is set to remain a key factor when it comes to making purchasing decisions in food and beverages.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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