FF nectars, FF bottled water and FF energy drinks were the main drivers of growth in FF beverages current value sales in 2018. FF nectars benefited from increasing consumer interest in products fortified with vitamins A, B complex and C, which are believed to strengthen the immune system and reduce the risk of certain diseases.
To improve their general health and reduce the risk of common ailments, Ukrainians are increasingly turning to FF products that are naturally high in ingredients with functional benefits. In 2018 this continued to support the positive development of FF juice.
More affluent urban consumers remained the core target group for FF beverages in Ukraine in 2018, reflecting the fact that these products tend to command relatively high prices. However, as the health and wellness trend becomes more mainstream, over the forecast period it is expected that many FF beverages categories will see the launch of new mid-priced and economy products, including private label options, which should help to stimulate growth in retail volume sales.
Novi Produkty remained the overall leader in FF beverages in value terms in 2018. This was due to its strong lead in FF energy drinks, where it offers the Non Stop and Pit Bull brands.
Competition in FF energy drinks, by far the largest FF beverages category in Ukraine, has intensified in recent years. In response, major players in the category have attempted to differentiate their brands from rivals by expanding their product ranges and adopting higher quality ingredients.
As competition increases, advertising is becoming a more important requirement for success in FF beverages. The sponsorship of extreme sports competitions and other sporting events proved to be a highly effective strategy during the review period, particularly for companies in FF energy drinks and FF bottled water.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Ukraine with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Beverages in Ukraine market research report includes:
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