NH 100% juice recorded declining volume and value sales again during 2021, although the category registered a less negative performance than what was seen at the peak of the COVID-19 pandemic during 2020. Among the major factors presenting challenges to the category are the high prices charged for these products in comparison with other types of soft drinks, which means that demand is largely confined to affluent middle-income and high-income consumers.
2021 saw NH flavoured bottled water recover completely from the sales declines registered in the category at the peak of the COVID-19 pandemic during 2020. Despite the challenging economic scenario, sales growth in the category was supported by the return of impulse purchases for on-the-go consumption due to an easing of the strict approach taken to social distancing and home seclusion in response to the COVID-19 pandemic over the course of the year.
One of the most notable outcomes of the COVID-19 pandemic has been the adverse and uncertain economic situation that has unfolded since the start of 2020. With the pandemic having severely interrupted commercial activity in key sectors of the Ukrainian economy, household incomes are under pressure across the country, with unemployment relatively high and household spending focused on the essentials.
While the influence of the COVID-19 pandemic is expected to recede substantially over the course of 2022 as the population of Ukraine moves slowly towards achieving a critical mass of people who have been inoculated against the COVID-19 virus, it is expected that it will take longer for consumers to overcome the fear of contagion that has been such a huge influence on consumer trends since the start of 2020. In terms of naturally healthy beverages, this is likely to result in elevated demand throughout the forecast period as consumers turn to any products that they believe will promote their overall health and help keep them safe from a serious case of COVID-19.
The forecast period is expected to see a very strong performance for NH superfruit juice (up to 24% juice), with the more economical price positioning of this category set to underpin a strong performance at a time when household incomes remain under pressure in Ukraine due to the lingering economic impact of the COVID-19 pandemic. Soft drinks that contain superfood ingredients such as chia seeds and basil seeds have strong prospects for success in Ukraine due to the strong and growing consumers awareness of the health benefits that such superfood ingredients offer.
Recent years have seen a boom in consumer interest in smoothies among the Ukrainian population, with the healthy and nutritious image of these products lending considerable weight to the emergence of a sizeable group of consumers who consume smoothies on a regular basis for health reasons, as well as for their delicious taste and texture. However, up until now, smoothies have generally been associated only with freshly prepared beverages served on-trade and there has been little in the way of packaged smoothies on offer on retail shelves.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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