While sales of reduced fat chocolate-based flavoured powder drinks remain negligible in Ukraine, the category is poised to emerge strongly. Recent years have seen local consumers become far more aware of the potentially serious long-term health impacts of excessive consumption of saturated fat and this has combined with the general interest in minimising fat intake as part of a healthy diet to create ideal preconditions for sales growth in BFY reduced fat beverages generally.
Low calorie carbonates remains one of the more dynamic soft drinks categories in Ukraine and this is a reflection of the increasing interest that local consumers have in healthier types of soft drinks generally. In response to buoyant consumer demand, the second-placed player in carbonates Coca-Cola Beverages Ukraine has introduced a raft of reduced sugar options under various brands, including Coca-Cola Coffee Caramel and Fanta.
Recent years have seen increasing public concern over the potential for energy drinks to cause harm to the health of those who consume them. While the very high caffeine content of energy drink has generally been at the centre of these concerns, the high sugar content of many of the products in the category has also emerged as an issue within the health and wellness paradigm.
BFY reduced caffeine beverages is unlikely to emerge strongly as a mainstream category in Ukraine before the end of the forecast period. Consumer awareness of reduced caffeine beverages remains very limited and the category is still at an extremely early stage of development in the country.
BFY reduced sugar hot drinks has strong potential for positive sales growth during the forecast period as the numbers of Ukrainian consumers looking to reduce the amount of sugar in their daily diet is slated to increase substantially. Chocolate-based flavoured powder drinks, a category in which many products have a reputation for being high in sugar, is likely to see a proliferation of reduced sugar products following the success of local reduced sugar brand Stevia, which offers a wide assortment of products, all sweetened with the brand’s eponymous alternative to sugar.
RTD tea remains a relatively underdeveloped category of soft drinks in Ukraine and with consumers set to pay more attention to RTD tea generally during the forecast period, the range of products in the category is expected to expand substantially. With key players in the category likely to explore all of their options in terms of tapping into major consumer trends when developing new products in an effort to attract the attention of consumers, it is considered inevitable that the range of reduced sugar RTD tea available in Ukrainian retail outlets will improve significantly over the course of the forecast period.
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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 Definitions
This report originates from Passport, our Better For You Beverages research and analysis database.
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