The coffee market in Ukraine in 2016 is likely to be influenced by the agreement between Ukraine and the European Union. This agreement means that imports between the two parties are no longer subject to import tax. While this may increase rivalry between European brands and local coffee producers, Ukrainian consumers are notoriously patriotic and consciously choose local products. The Ukrainian embargo against Russia may also impacti the coffee market by repositioning the major players, especially since larger companies will not be able to export to Ukraine from Russia. Finally, fresh coffee is gradually taking share from instant coffee in Ukraine, and companies will have to respond to changing consumer preferences.