The COVID-19 pandemic has had a major influence on the attitudes of Ukrainian consumers towards fortified/functional soft drinks. In particular, products with an immune support positioning that are fortified with a variety of beneficial trace nutritional elements have proven popular among a consumer base that is increasingly interested in products that are able to help them avoid contracting a serious case of COVID-19.
FF bottled water performed well in 2021 as sales rebounded completely from the negative sales growth recorded in the category at the peak of the COVID-19 pandemic in 2020. Among the main reasons for this robust consumer demand for FF bottled water is the various new products were launched in the category during the year, with major players targeting health and wellness-focused consumers with products that are pitched as hydrating and nutritious.
FF carbonates remained a marginal category of health and wellness beverages in Ukraine at the end of the review period, with the category registering marginal sales in 2021. However, there are signs that the category is on the verge of emerging strongly as a major mainstream category of health and wellness beverages, not least the recent development and launch by Coca-Cola Beverages Ukraine of FF non-cola carbonates.
With immune system support having a major moment in Ukraine’s health and wellness industry due to widespread concerns over the potential for the COVID-19 virus to cause serious illness, it is likely that the focus of all leading players in fortified/functional beverages will remain oriented towards products with an immune support positioning throughout the forecast period. Among the categories that are expected to be influenced the most by this trend is FF fruit/herbal tea.
One of the categories of soft drinks with the highest proportion of sales accounted for by fortified/functional beverages is FF energy drinks and the forecast period is expected to see further strong growth in this category after sales increased substantially towards the end of the review period. The vast majority of energy drinks available in Ukraine are fortified with vitamins and this is one of the main reasons for consumer interest in energy drinks generally in the country.
While sales of FF powder concentrates remain minimal in Ukraine at the end of the review period, there is potential for the category to emerge into the mainstream during the forecast period. The main factor to take into consideration here is the recent launch of new fortified/functional products by Gulfstream Energy.
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Fortified/Functional Beverages
This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.
See All of Our DefinitionsThis report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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