Similar to tea and coffee, other hot drinks was not significantly affected by the COVID-19 outbreak in Ukraine due to the nature of category, and it continued to post moderate volume growth in 2020 for the fourth consecutive year. Because consumption of plant-based and chocolate-based hot drinks has primarily been home-focused and foodservice volume sales have always been negligible, the closure of on-trade establishments did not significantly impact the category.
Health and wellness trends continue to drive the other hot drinks category by stimulating consumption of plant-based hot drinks. Indeed, the accelerating speed at which health and wellness trends have been penetrating Ukraine has given other plant-based hot drinks a competitive edge over the less healthy category of coffee.
As the other hot drinks category overall is mature, product innovation remained an important part of the category growth in 2020, most notably in the arena of other plant-based drinks. As producers strove to pique consumers’ interest by rebranding and new product offers in recent years, other plant-based hot drinks saw an expansion of product lines with fusions, such as chicory-based drinks infused with other herbs (rosehip, ginseng) and rebranding of packaging.
COVID-19 impact on the Ukrainian economy is likely to become more evident in 2021, which means that consumers will pay more attention to their spending habits and in many cases will choose to economise. On the other hand, while the prospects of lockdown and new quarantine are unclear at the moment, winter is the time when more people tend to get sick, regardless of coronavirus.
An additional factor that is expected to benefit other hot drinks over the forecast period is growing health awareness – a trend that the pandemic has only accelerated – and the consequent willingness of customers to engage in preventative health. Explicit labelling of plant- and chocolate-based hot drinks as organic or natural as well a clear explanation of health benefits on the packaging will stimulate consumer interest further and this is expected to drive the category’s growth.
Just as within tea and coffee, product innovation is expected to significantly boost volume and value growth prospects for other hot drinks over the forecast period. Despite health benefits, it is in their nature for consumers to look for novelty and new experiences, especially if they are forced to spend more time at home, which given the current resurgence of the virus is a probable outcome in the nearest future.
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Understand the latest market trends and future growth opportunities for the Other Hot Drinks industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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