Carbonates in Russia

PROSPECTS

Hot summer and FIFA World Cup boost carbonates sales

An unusually warm spring and hot summer in 2018, as well as plenty of promotional activities related to the FIFA World Cup in Russia, positively impacted carbonates volume sales. Carbonates is highly seasonal, with all areas registering significant growth.

Kvass benefits from hot weather in 2018

Kvass sales were hit hard in the summer of 2017. However, the area recovered in spring and summer 2018, regaining lost share and boosting overall non-cola carbonates sales.

Low calorie cola carbonates leads growth in 2018

Low calorie cola carbonates posted very strong double-digit volume growth in 2018. Both major players, Coca-Cola and PepsiCo, have actively focused on adapting their well-known brands in line with rising consumer awareness about sugar content in carbonates.

COMPETITIVE LANDSCAPE

International players continued to lead carbonates

Carbonates sales in Russia continue to be dominated by international players such as Coca-Cola and PepsiCo. Coca-Cola saw a slight increase in retail value sales share in 2018, mostly thanks to a rise in demand for Coca-Cola’s regular and Zero ranges.

Price discounting remains popular competitive tool

Price growth slowed within carbonates in 2018, with prices even declining in some areas. For example, current retail value prices fell within other non-cola carbonates due to growing competition from domestic players and kvass.

Private label loses sales share

Private label retail value sales share in carbonates remains far below the average for Eastern Europe and actually declined slightly in 2018. This can partly be attributed to the flexible price policy of other carbonates players.

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