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Soft Drinks in Russia
January 2022
Soft drinks in 2021: The big picture
2021 was a good year for almost all categories of soft drinks in Russia. Major categories such as carbonates and bottled water were boosted by a recovery in the horeca channel as COVID-19 restrictions were eased, as well as the hot summer in 2021.
2021 key trends
The key trends seen across soft drinks in 2021 included consumers focusing on reducing their sugar consumption and the trend towards “revenge consumption” after more modest purchasing behaviour in 2020 during the lockdown. According to Health and Nutrition Survey of Euromonitor in 2021 53% of respondents said that they felt it was better for them to avoid sugar in their food and drinks.
Competitive landscape
All players continued to focus on offering interesting new products with competition constantly expanding and shifting in response to consumer demand. Particular attention is being paid to new products with reduced sugar, as well as expanding the range of flavours.
Retailing developments
E-commerce continued to post high double-digit growth in off-trade volume terms in 2021, building on the dynamism seen in 2020 after the outbreak of COVID-19. Players are actively building their presence through the main online marketplaces such as ozon.
Foodservice vs retail split
Foodservice sales of soft drinks started on the path to recovery in 2021. Not all foodservice outlets, especially full-service restaurants, were able to withstand the quarantine measures that were introduced in 2020, with on-trade volume sales of soft drinks plummeting as a result.
What next for soft drinks?
As Russia climbs out of the COVID-19 crisis there is expected to be a move towards blurring boundaries between the different soft drinks categories, creating innovative new products, offering drinks with less sugar, as well as focusing on meeting specific consumer needs. Of the larger categories, the most dynamic category is projected to be bottled water.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Energy Drinks
Sports Drinks
Asian Speciality Drinks
If you're in the Soft Drinks industry in Russia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Soft Drinks in Russia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Soft Drinks in Russia?
To what extent are health considerations impacting consumption of Soft Drinks in Russia?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Russia?
Which are the leading brands in Soft Drinks in Russia?
What potential exists for multinational or domestic soft drinks companies to expand in Russia?
How are products distributed in Soft Drinks in Russia?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2017-2021Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2018-2021Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2017-2021Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2018-2021Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Russia
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in Russia
KEY DATA FINDINGS
2021 DEVELOPMENTS
On-trade sales bounce back while new product development remains widespread as carbonates retains its fizz
Schweppes sweeps the competition away with successful “Mystery of the Perfect Cocktail” campaign
Traditional Kvass drink looking to find a new audience
PROSPECTS AND OPPORTUNITIES
Healthier options and cocktails two trends to look out for in the forecast period
PepsiCo and Coca-Cola showing no signs of letting up with constant flow of new products, packaging and marketing
Carbonates could see even greater diversification in the future as players experiment with new and interesting flavours and ingredients
CATEGORY DATA
Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 41 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 42 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026
Juice in Russia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Juice sales remain concentrated on the off-trade channel
Players focus on other juice categories as nectars suffers from unhealthy image
New brands helping to deliver growth momentum in not from concentrate 100% juice
PROSPECTS AND OPPORTUNITIES
Nectars expected to continue casting a shadow over juice sales, but opportunities remain in the other categories
New product development an important part of juice in Russia
Private label eyes further opportunities as consumers look for more affordable juice
CATEGORY DATA
Table 57 Off-trade Sales of Juice by Category: Volume 2016-2021Table 58 Off-trade Sales of Juice by Category: Value 2016-2021Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 60 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 61 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 63 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 64 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 66 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Bottled Water in Russia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bottled water thriving encouraging new product development and innovation
Bulk water retains its appeal but growth slows as COVID-19 restrictions ease
Competition remains fragmented but IDS Borjomi retains the lead
PROSPECTS AND OPPORTUNITIES
New track and trace labelling requirements could have a big impact on bottled water
Functional bottled water could thrive with stronger marketing support
Flavoured bottled water shows strong potential as a healthier alternative to sugary soft drinks
CATEGORY DATA
Table 69 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 70 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Sports Drinks in Russia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales pick up as COVID-19 measures ease
Sports drinks remains a niche area due to competition from other sports nutrition products
Powerade retains its dominance but loses share as Coca-Cola focuses on other areas of its portfolio
PROSPECTS AND OPPORTUNITIES
More investment needed to educate consumers on the benefits of sports drinks
Reduced sugar options could help address negative health perceptions of sports drinks
Economic challenges could undermine the development of sports drinks
CATEGORY DATA
Table 81 Off-trade Sales of Sports Drinks: Volume 2016-2021Table 82 Off-trade Sales of Sports Drinks: Value 2016-2021Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026
Energy Drinks in Russia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Energy drinks continues to flourish thanks to price discounting and regular new product development
Reduced sugar energy drinks sees further expansion
PepsiCo holds onto the lead but faces mounting competition from cheaper brands
PROSPECTS AND OPPORTUNITIES
Energy drinks still full of potential
Competition expected to heat up with private label showing promising signs
Category threatened by potential ban on sales of energy drinks to minors
CATEGORY DATA
Table 93 Off-trade Sales of Energy Drinks: Volume 2016-2021Table 94 Off-trade Sales of Energy Drinks: Value 2016-2021Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
Concentrates in Russia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Loyalty to traditional kisel and kvass drinks sustains growth for powder concentrates
Liquid concentrates retains niche status with limited growth potential
Lack of marketing leads to a fragmented and price-focused competitive landscape
PROSPECTS AND OPPORTUNITIES
Ongoing stagnation projected in concentrates
Health and wellness trend expected to be a barrier to growth
Flavour experimentation could offer opportunities for on-trade sales to develop
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) FormatTable 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021Table 107 Off-trade Sales of Concentrates by Category: Value 2016-2021Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD Tea in Russia
KEY DATA FINDINGS
2021 DEVELOPMENTS
RTD tea finally returns to growth backed by new flavour developments
Reduced sugar options likely to emerge following Fuze Tea innovation
Competitive landscape remains consolidated with new product development seen from the key players
PROSPECTS AND OPPORTUNITIES
A positive outlook for RTD tea as players invest in new product development, marketing and distribution
RTD tea faces strong competition from new healthier drinks options
Private label stands to win further share as retailers focus on expanding offer of more affordable packaged food and drinks
CATEGORY DATA
Table 120 Off-trade Sales of RTD Tea by Category: Volume 2016-2021Table 121 Off-trade Sales of RTD Tea by Category: Value 2016-2021Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026
RTD Coffee in Russia
KEY DATA FINDINGS
2021 DEVELOPMENTS
New product development helps kickstart a recovery in 2021 as sales benefit from consumers returning to the workplace
Starbucks continues to grow thanks to constant investment in new product development and strong brand name
The distribution landscape for RTD coffee continues to shift as the target audience expands
PROSPECTS AND OPPORTUNITIES
Players expected to continue focusing on new product development to help drive demand
Health concerns could influence new product development
Will private label enter RTD coffee?
CATEGORY DATA
Table 133 Off-trade Sales of RTD Coffee: Volume 2016-2021Table 134 Off-trade Sales of RTD Coffee: Value 2016-2021Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
Asian Speciality Drinks in Russia
2021 DEVELOPMENTS
The following categories and subcategories are included:
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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