Growth in BFY beverages current value sales slowed sharply in 2020, while retail volume sales declined for the first time in five years. The fact that the category is almost entirely represented by reduced sugar carbonates meant it was particularly exposed to the fallout of COVID-19.
BFY reduced caffeine beverages remains a negligible category in Ukraine. While such products are present in the country – mainly reduced caffeine hot drinks – consumers have never shown significant interest in them.
Coca-Cola and PepsiCo continued to dominate BFY beverages in 2020, together accounting for the lion’s share of total current value sales. These two companies hold strong early mover advantages in reduced sugar carbonates, with their respective brands being widely distributed in Ukraine and enjoying high levels of recognition among local consumers.
BFY beverages retail volume and current value sales are expected to rebound strongly in 2021 in line with the anticipated easing of the COVID-19 pandemic in Ukraine. An improvement in the epidemiological situation should support economic recovery, which will boost confidence among consumers and make them more inclined to increase expenditure on discretionary items like soft and hot drinks, including BFY variants.
BFY beverages will continue to be mainly represented by reduced sugar soft drinks over the forecast period. Public awareness of how sugar consumption can be a contributory factor in conditions like obesity and diabetes is high, hence the benefits of these products are more immediately apparent to Ukrainians than is the case with some types of health and wellness beverages.
Despite rising health awareness, BFY reduced caffeine beverages looks set to remain a negligible category in Ukraine over the forecast period. Demand for such products will continue to be limited by the fact that many people who regularly consume coffee, tea and soft drinks containing caffeine do so in part specifically for the stimulant effect they provide.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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