Juice in Russia

PROSPECTS

Juice continues to recover

While demonstrating signs of recovery, juice still registered a decline in both value and volume sales in 2018. The main reason for the slight improvement in performance was the recovery from a structural collapse in a PepsiCo warehouse in 2017, which allowed local players to strengthen their retail presence.

Slight decline in unit prices

Average current retail unit prices fell slightly in 2018 due to widespread promotional efforts from all players. Consumer price sensitivity has also spread to juice, pushing producers to engage in a price war.

100% juice posts lowest sales decline

100% juice registered the slowest decline in retail volume sales in 2018 due to growing interest in the health and wellness trend among consumers in Russia. Rising awareness of everyday sugar consumption pushed consumers to refuse juices all together or to switch to healthier areas such as 100% juice.

COMPETITIVE LANDSCAPE

PepsiCo struggles to restore leadership

PepsiCo lost significant sales share in 2017 due to a structural collapse in one of its warehouses, with the producer being unable to supply its products to retail chains on time. Meanwhile, small domestic players and sales leader Multon increased their sales shares.

Sady Pridonya bets on health and wellness trend

Sady Pridonya, the leading domestic player in juice, continued to increase its volume and value sales share in 2018, registering moderate growth, with the company’s new Easy Smuzi product launch demonstrating high double-digit growth. Following this trend, Sady Pridonya launched its new Nemoloko brand, which is expected to post strong growth.

Private label sees decline in sales share

Private label sales share fell slightly in juice in 2018, mainly due to the fact that the majority of domestic players have started to offer discounts. Furthermore, consumers are now more aware of quality and perceive private label ranges as being less healthy.

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