On-trade sales of juice plummeted in 2020 as Russia’s COVID-19 measures caused widespread disruption to the country’s foodservice industry. However, this decline did not have a significant negative impact on total volume sales of juice because the share of the foodservice channel is still small in Russia, with off-trade volume sales remaining relatively stable.
Nectars remained the largest category within juice in 2021, although it also remained the only category to register a decline in total volume terms. The category continues to suffer from an unhealthy reputation with these products perceived to be packed with sugar and with limited nutritional benefits.
Despite the growing importance of the health and wellness megatrend in Russia, not from concentrate 100% juice is still a niche category. This is partly because there is no imbedded culture of drinking fresh juice for breakfast in Russia, as there is in Western Europe, for example.
Total volume sales of juice are expected to continue on a downward trajectory over the forecast period. This is largely due to the projected ongoing decline in sales of nectars, with a growing number of consumers shunning these products due to their high sugar content.
New product development is expected to remain one of the main competitive tools for driving juice sales in Russia over the forecast period. New flavours, innovative and interesting packaging and healthier formulations are all areas which are likely to be further explored, with manufacturers likely to look to tap into the growing demand for healthy indulgence.
Private label had another successful year in juice in 2021, building on the strong performance seen in 2020. Private label benefited from the drop in the share of key players, such as category leader Multon ZAO, with price-conscious consumers seeing opportunities to make savings by switching to more affordable private label alternatives.
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This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
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