RTD coffee is usually an impulse purchase that is often consumed on-the-go in Ukraine, with demand mainly limited to the summer months. It is largely consumed by relatively affluent young Ukrainians in large urban centres.
Hell Energy Drink Ukraina TOV’s Hell Energy remained dominant in RTD coffee during 2021. The Hell Energy brand is strongly promoted on social media, in addition to point-of-sale and out-of-home advertising.
Off-trade volume sales of RTD coffee will continue to exhibit vigorous growth throughout the forecast period, with on-the-go consumption set to revive as pandemic restrictions are eased. This category is expected to win over consumers from such alternatives as flavoured milk drinks (from those seeking new tastes) and energy drinks from those seeking an alternative energy boost.
While there are some premium brands in RTD coffee (most notably Starbucks, which is priced at UAH70), price competition is likely to remain a significant factor through the forecast period. While the economic shock of COVID-19 will undoubtedly fade, the purchasing power of Ukrainians will remain relatively low by the standards of Eastern Europe throughout the forecast period.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.See All of Our Definitions
This report originates from Passport, our RTD Coffee research and analysis database.
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