Energy drinks are growing in popularity in Ukraine, albeit from a relatively low base. While the rate of growth in off-trade volume sales slowed significantly during 2020, it remained robust, and it accelerated in 2021.
Manufacturers of energy drinks are increasingly fortifying their offerings in an effort to tap into the burgeoning health and wellness trend. Novi Produkty Group dominates energy drinks with its Pit Bull and Non Stop brands, and during the latter part of the review period, it launched an energy drink fortified with vitamin C.
Many local consumers continue to make little distinction between energy drinks and carbonates. As they do not recognise the functional value of the former, they are not prepared to pay a premium for them.
Having plunged by almost a third during 2020 due to pandemic restrictions led to the closure of horeca for an extended period, on-trade volume sales of energy drinks began to recover in 2021. However, they remained well below their pre-pandemic peak.
Although Red Bull Ukraine TOV’s Red Bull remained only the fourth most popular brand in energy drinks in Ukraine during 2021, its off-trade volume share increased steadily over the course of the review period. This growth is expected to continue during the forecast period.
Even as the threat posed by the pandemic eases, the health and wellness trend is set to deepen in Ukraine. This is likely to lead more local consumers to shift from carbonates to energy drinks.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.See All of Our Definitions
This report originates from Passport, our Energy Drinks research and analysis database.
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