Naturally Healthy Beverages in Russia

PROSPECTS

NH bottled water continues to drive development in NH beverages

Naturally healthy beverages maintained the most significant value share within health and wellness beverages in 2019, enjoying continuing development. Naturally healthy bottled water is the primary driver of naturally healthy beverages, thanks to rising consumer awareness of the importance of daily consumption of water to overall health.

Innovation in NH fruit/herbal tea promotes growth

Naturally healthy tea remains mostly represented by naturally healthy green tea in 2019. Naturally healthy fruit/ herbal tea showed the fasted growth, however, and is predicted to outperform green tea over the forecast period.

Price remains paramount in purchasing decisions

Naturally healthy beverages overall are predicted to continue to grow over the forecast period, thanks mainly to broader trends towards the natural and away from sugar. Naturally healthy products are most commonly positioned as offering specific benefits such as immune support, and the development potential depends to some extent on convincing Russian consumers of the added value of the variety of ingredients manufacturers use to differentiate their products.

COMPETITIVE LANDSCAPE

Aqua Star stays ahead of NH beverages in 2019

Aqua Star OOO continued to lead naturally healthy beverages overall in 2019, followed by Multon ZAO and IDS Borjomi Georgia Ltd. Aqua Star’s extensive presence throughout distribution channels along with ongoing new product development and investment in packaging continued to have a positive impact on share growth in 2019.

Orimi Trade still at the top of hot drinks with brands Greenfield and Tess

Orimi Trade OOO continued to lead in naturally healthy hot drinks min 2019, with its Greenfield and Tess brands taking the top two spots. The company maintained its clear lead of naturally healthy tea overall with both brands, and its Greenfield brand stayed ahead of naturally healthy green tea.

NH soft drinks sees increase in unit price

Although 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 decline in 2019 to avoid alienating the consumer base.

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