RTDs/high-strength premixes comprises only one area, spirit-based RTDs. Sales of wine-based, malt-based and other RTDs remained negligible at the end of the review period.
Key consumers in this area are women aged between 18 and 30 who prefer to drink various types of low-alcohol drinks. Only a very small number of men consume RTDs or high-strength premixes.
The majority of RTDs in Ukraine are sold in mid-low price segments given the specifics of main consumer groups. Premium products are rare, mainly targeting sophisticated females.
Competition is narrow within RTDs and mainly between a small number of local and foreign companies. Novi Produkty Group led sales in 2017, with the company offering a wide portfolio, including Shake, Revo Alco Energy and King’s Bridge products.
Viktoriya PrAT registered the strongest total volume increase in RTDs/high-strength premixes in 2017 due to the growing popularity of its spirit-based RTDs brand Longmixer. Over the year, the company continued to build a wider distribution network for Longmixer, expanding its consumer base in the process.
The stabilisation of demand for RTDs in Ukraine is expected to ensure the introduction of a diverse product assortment across all price segments. However, considering the still low level of consumer incomes, a notable shift to more affordable products and growing demand for different proposals can be expected.
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This industry report originates from Passport, our Alcoholic Drinks market research database.