Naturally Healthy Beverages in Russia

PROSPECTS

NH bottled water drives NH beverages in 2018

NH soft drinks accounted for the majority share of naturally healthy beverages in 2018. This was mostly dictated by the strong development and growth of NH bottled water and consumer switches to this category from categories with a high sugar content.

NH RTD tea registers the most rapid growth in 2018

Naturally healthy RTD tea mostly represented by NH green RTD tea demonstrated positive growth in 2018 for the first time since the economic crisis in 2014. In fact, it was also the fastest growing category in naturally healthy beverages in 2018 in value terms.

Immune support remains the most popular positioning

Immune support continued to be have a prime functional positioning in 2018 in naturally healthy beverages with no shifts expected in this regard over the forecast period. Low awareness about the benefits of daily consumption of drinks with added value, as well as a small variety of products from which to choose, will deter opportunities for future development of other types of positioning.

COMPETITIVE LANDSCAPE

Aqua Star continues to lead in NH beverages

Aqua Star with its Svyatoy Istochnik brand continued to lead in naturally healthy soft drinks in 2018. Its wide performance in distribution channels as well as ongoing new product development and investment in packaging had a positive impact on share growth in 2018.

Orimi Trade sustains its lead in NH hot drinks

Orimi Trade with its Greenfield brand continued to lead in naturally healthy hot drinks and increase its share. Ahmad Tea Fabrika ranked second some distance behind, although it continued to increase its share in 2018.

Unit price remains a powerful competitive tool in 2018

Despite the fact that the situation has improved slightly for consumers since the economic crisis in 2014, most people remain price sensitive. As a result, unit price growth in naturally healthy hot drinks continued to slow across all categories to avoid alienating the consumer base.

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