Bottled Water in Ukraine

PROSPECTS

Health and wellness trend drives water consumption in Ukraine

Bottled water in Ukraine posts confident growth in 2019 thanks to growing consumer awareness of the recommended daily amount of water consumption and poor quality of tap water. There is untapped growth potential, as bottled water consumption per capita in Ukraine is far below the regional average.

Bulk water hampers development of still bottled water due to better price and convenience

As the quality of tap water is poor in Ukraine, consumers are looking for alternative sources of water for daily consumption - cooking, drinking at home and drinking on the go. Bulk water, be it delivered to the home, or by special truck to residential areas, or taken from vending machines, is a cheaper and more convenient solution for Ukrainians to satisfy their daily needs.

Spring bottled water benefits from optimum quality and price position

In both carbonated and still bottled water, spring water leads in volume terms, easily outselling both mineral and purified bottled water. This is because spring water is regarded as the best offer in terms of price and quality.

COMPETITIVE LANDSCAPE

Marketing activities by leading player drive growth

Oskar Morshynska was active in terms of marketing in 2019, working on its brand to be associated with healthy lifestyles and growing water consumption culture in Ukraine. Releases of new products and bottle redesign, involvement in social initiatives, advertising campaigns in cooperation with celebrities, all not only strengthened the Morshynska brand, but also encouraged the need for bottled water among consumers, driving along sales of bottled water.

International players invest in marketing, while local companies optimise spending to deliver best price-quality deal

While international players, such as IDS Borjomi, benefit from strong budgets for marketing, local companies, being more financially constrained, find alternative ways to communicate their value to consumers. Panda VF, with its brand Karavan, holds second position in GBO terms, while only being present in the traditional trade.

Local companies dominate by number of players thanks to rich local water resources

Numerous water sources with diverse mineral content in Ukraine provide for a large number of local players who can offer good prices for a high-quality product. The local product offer in bottled water is quite fragmented due to logistical issues and lack of funds among small local companies to enter national modern retail chains.

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