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Strategy Briefing

Energy Drinks in Eastern Europe

Dec 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Eastern Europe is the third fastest growing energy drinks market globally. Russia has the largest volume sales in the region, while Hungary leads by per capita consumption. Changes in consumers’ lifestyles and preferences led to modifications in energy drinks. Reduced sugar and natural ingredients became the main base for innovations in the category.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Key Findings

Energy drinks is anticipating strong growth

Over the last five years, energy drinks in Eastern Europe showed strong performance growing steadily year on year. In 2014-2015, market growth was hampered by legislation changes in Lithuania and economic instability in Russia and Ukraine. However, energy drinks still has much potential for further growth in the region. It is one of the fastest growing premium-priced categories in soft drinks, which makes it attractive for domestic and international companies.

Russia is the largest market and biggest contributor to volume growth

Russia holds 34% share of retail volume sales of energy drinks in the region. It became the leading market due to its large population. However, in terms of per capita consumption, the leader is Hungary. Hungary has strong local players with significant marketing support. Consumers in this country are very familiar with energy drinks and often choose them over carbonates.

International companies dominate value sales, but regional players also strong

PepsiCo Inc, Monster Beverage Corp and Red Bull GmbH enjoy the largest energy drinks sales in the region. Their advantage lies in strong marketing support, wide distribution and brand recognition. However, Eastern Europe has strong regional players that continue growing share. Polish FoodCare and Hungarian Hell Energy are among them.

Changing consumers’ habits cause energy drinks reformulation

Consumers’ demand for healthy and natural products prompted energy drinks producers to rethink their recipes. Companies currently offer sugar-free variants and energy drinks based totally on natural ingredients. Moreover, energy drinks has become more of a hybrid category and directly competes with carbonates, sports drinks and even flavoured water.

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Introduction

Scope

Key findings

Regional Overview

Energy drinks grows at dynamic pace in Eastern Europe

High potential for future market development

Three leading energy drinks markets in Eastern Europe

Ukraine reverses negative trend by introducing new packaging format

Smaller unit price drives sales in Georgia

Ukraine the only leading market to register sales decline

The changing nature of energy drinks

Wide selection and ease of access determine channel preference

Modern trade is major channel, but traditional trade remains important

Leading Companies and Brands

International companies dominate by value

PepsiCo maintains its strong position in the market

Only two companies have presence across whole region

Brand leadership remains unchanged

Forecast Projections

Latvia and Estonia: the only countries to expect market decline

GDP growth and habit persistence push category forward

Energy drinks is among the most promising areas of investment

Country Snapshots

Russia: market context

Russia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Czech Republic: market context

Czech Republic: competitive and retail landscape

Belarus: market context

Belarus: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

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Megatrends

Strategy Briefing

Energy Drinks in Eastern Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Energy drinks is anticipating strong growth

Russia is the largest market and biggest contributor to volume growth

International companies dominate value sales, but regional players also strong

Changing consumers’ habits cause energy drinks reformulation

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Energy drinks grows at dynamic pace in Eastern Europe

High potential for future market development

Three leading energy drinks markets in Eastern Europe

Ukraine reverses negative trend by introducing new packaging format

Smaller unit price drives sales in Georgia

Ukraine the only leading market to register sales decline

The changing nature of energy drinks

Wide selection and ease of access determine channel preference

Modern trade is major channel, but traditional trade remains important

Leading Companies and Brands

International companies dominate by value

PepsiCo maintains its strong position in the market

Only two companies have presence across whole region

Brand leadership remains unchanged

Forecast Projections

Latvia and Estonia: the only countries to expect market decline

GDP growth and habit persistence push category forward

Energy drinks is among the most promising areas of investment

Country Snapshots

Russia: market context

Russia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Czech Republic: market context

Czech Republic: competitive and retail landscape

Belarus: market context

Belarus: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Why buy this report?

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