Juice in Eastern Europe

May 2021

Juice sales in Eastern Europe dipped slightly into negative territory in 2020, impacted by increasing price sensitivity among consumers due to the economic impact of Coronavirus (COVID-19) in the region. The previously booming growth of not from concentrate 100% juice slowed considerably in 2020, with consumers put off by these products’ high prices during a period of belt tightening. Positive growth is expected for juice sales in the region over the forecast period.

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Key findings

Growth dips into negative territory in 2020

While on-trade sales of juice were decimated in 2020, off-trade sales held up relatively well, with a minor decline seen in this year, compared with the minor increases in the two previous years. On-trade outlet closures, lockdowns and other restrictions to control the spread of COVID-19 hit the on-trade much harder than the off-trade, given essential retailers like grocery stores remained open throughout the pandemic. However, some on-the-go consumption was lost in the off-trade and consumers may have reined in their spending on more expensive juice products given the pandemic’s economic impact.

Not from concentrate 100% juice sales booming

Prior to the pandemic, not from concentrate 100% juice was seeing dynamic growth. This product is popular due to its freshness, enhanced nutritional value and generally healthy attributes, particularly against the backdrop of a burgeoning health and wellness trend in the region. Although growth slowed markedly in 2020 – being among the more expensive juice products, consumers were having to watch their spending due to the negative effect COVID-19 had on purchasing power – this product will be the most dynamic juice type over the forecast period, particularly with health being top of mind in the wake of the pandemic.

Healthy growth rates from 2021

Juice will see positive annual growth rates from 2021, which will peak at 2% in 2024. As noted above, reduced-sugar and NH superfruit juices as well as organic 100% juice, albeit most of the latter from relatively small bases. Not from concentrate 100% juice will be a product that will be unaffected by the sugar taxes being introduced in some of the region’s countries.        not from concentrate 100% juice will see dynamic growth, as will coconut and other plant waters and a number of HW categories, including


Key findings

Regional Overview

Eastern Europe: Declining sales and per capita consumption in 2015-2020
Juice to see a better performance over the forecast period
Loss of sales in Russia shapes the overall 2015-2020 performance
Nectars halt their strong decline in Russia in 2020
Russian losses in nectars shape the regional market in 2015-2020
Price sensitivity due to COVID-19 influences sales trends in 2020
Modern grocery retailers continue to gain share…
…as the e-commerce channel doubles its sales in 2020

Leading Companies and Brands

National juice markets are relatively concentrated
Maspex recording strong growth in 2015-2020
Russia and Poland the main revenue generators for the top 10
Lyubimy the biggest mover over the 2015-2020 period

Forecast Projections

Modest growth rates expected from 2021
HW expected to be a driver of regional sales over 2020-2025
Rising GDP should help drive growth in Eastern Europe

Country Snapshots

Belarus: Market Context
Belarus: Competitive and Retail Landscape
Bosnia and Herzegovina: Market Context
Bosnia and Herzegovina: Competitive and Retail Landscape
Bulgaria: Market Context
Bulgaria: Competitive and Retail Landscape
Croatia: Market Context
Croatia: Competitive and Retail Landscape
Czech Republic: Market Context
Czech Republic: Competitive and Retail Landscape
Estonia: Market Context
Estonia: Competitive and Retail Landscape
Georgia: Market Context
Georgia: Competitive and Retail Landscape
Hungary: Market Context
Hungary: Competitive and Retail Landscape
Latvia: Market Context
Latvia: Competitive and Retail Landscape
Lithuania: Market Context
Lithuania: Competitive and Retail Landscape
North Macedonia: Market Context
North Macedonia: Competitive and Retail Landscape
Poland: Market Context
Poland: Competitive and Retail Landscape
Romania: Market Context
Romania: Competitive and Retail Landscape
Russia: Market Context
Russia: Competitive and Retail Landscape
Serbia: Market Context
Serbia: Competitive and Retail Landscape
Slovakia: Market Context
Slovakia: Competitive and Retail Landscape
Slovenia: Market Context
Slovenia: Competitive and Retail Landscape
Ukraine: Market Context
Ukraine: Competitive and Retail Landscape


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