Off-trade volume sales of juice continued to decline during 2021 amid ongoing economic uncertainty, albeit at a slower pace than in 2020. Demand for juice remains limited in Ukraine, as it is relatively expensive and local consumer awareness of it is fairly low.
Juice “shots” (in 100-200ml pack sizes) are proliferating, targeting increasingly health conscious local consumers. These premium offerings are available in such exotic flavours as ginger, turmeric, guava-raspberry, lychee and citrus.
Having plunged by more than a third during 2020 due to Horeca restrictions, on-trade volume sales of juice began to recover in 2021. However, on-trade volume sales remained well below pre-pandemic levels.
Off-trade volume sales of juice will continue to decline during the early part of the forecast period and will exhibit no more than marginal growth during the forecast period as a whole. An acceleration in the rate of growth in the unit price of juice (in constant 2021 prices) will play a role in this, as local consumers are likely to remain quite price sensitive.
There will be a few bright spots in juice during the forecast period. Juice drinks (up to 24% juice) are set to see moderate growth, with a growing number of local consumers perceiving them as a fresh and light alternative to carbonates.
Exotic flavours will also proliferate in juice during the forecast period. Vitmark-Ukraine SP TOV has launched Jaffa Immunity, a nectar with ginger extract, while imported brand Hortex offers nectars enriched with vitamins.
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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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