NH bottled water, which is by far the largest of the main NH beverages categories in Ukraine, registered a sharp decline in retail volume sales in 2020, while growth in current value sales was markedly weaker than in 2019. Despite its healthy image and the fact that the quality of tap water is poor in many parts of the country, the category suffered a steep drop in demand as the economic shock of COVID-19 prompted consumers to rein in spending.
NH fruit/vegetable juice also saw retail volume sales decline in 2020, and at a faster rate than NH bottled water. This category was hardest hit by increased budget-consciousness arising from the negative economic impact of COVID-19.
In contrast to NH soft drinks, NH hot drinks received a boost from COVID-19 in 2020, with overall volume and current value growth rates improving slightly. This was largely due to the positive performance of NH tea, which saw increased interest in products perceived to have immune-strengthening properties.
NH beverages is expected to see overall retail volume and current value sales rebound strongly in 2021 as the Ukrainian economy starts to recover in line with the anticipated easing of the COVID-19 pandemic. While the category should continue to develop positively in both respects over the remainder of the forecast period, growth rates are projected to slow consistently from 2022 onwards.
NH bottled water will continue to account for the lion’s share of NH beverages volume and current value sales over the forecast period, and is also projected to be the most dynamic of the main categories in both respects. Because the quality of tap water in many parts of Ukraine is poor, demand in this category should rebound quickly as the economy recovers in tandem with improvements in the epidemiological situation.
With health concerns increasingly shaping the consumption habits of Ukrainians, NH beverages should continue to attract new entrants and see regular innovation from established manufacturers over the forecast period. New product development activity will be focused on categories that are already familiar to consumers, namely NH bottled water, NH fruit/vegetable juice and NH tea.
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This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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