The ongoing trend towards sports and healthy living is encouraging greater interest among Russian consumers in natural and healthy drinks. In 2018, players in energy drinks endeavoured to improve the composition of their products and use of natural ingredients.
In 2018, consumers continued to demonstrate interest in drinks that provide additional value in the form of natural ingredients, and achieve a positive effect from drinking, mostly in the form of boosting general wellbeing or immune support. This has led to keen interest in beverages that are also considered as snacks.
Regular energy and sports drinks continued to demonstrate double-digit growth in 2018. Energy drinks account for the majority share in the category.
Fortified/functional hot drinks in Russia continued to be represented mostly within fortified chocolate-based flavoured powder drinks through absolute leader Nestlé Russia and its Nesquik brand. Strong promotional activity as well as wide availability via retailers enabled this brand to maintain its outright lead.
Fortified/functional soft drinks is mainly represented by FF energy drinks thanks to the leadership of international players: PepsiCo Holdings, Red Bull and Coca-Cola Refreshments, which held a dominant combined value share in 2018. These brands all have a presence in retail chains as well as in on-trade channels an support their brands with advertising activities, all of which enable them to lead the category.
The main threat to the development of fortified/functional beverages remains macroeconomic conditions and consumer price sensitivity. Growth in the average unit price of fortified/functional beverages slowed in 2018 mostly in line with discounting trends in fast-moving consumer goods.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Russia with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Beverages in Russia market research report includes:
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