Spirits in Ukraine

PROSPECTS

Vodka remains the largest category

Total volume sales of spirits in Ukraine declined during 2018, while total current value sales increased. Vodka is the most popular spirit in Ukraine, accounting for three quarters of all spirits volume sales and is available in a wide assortment.

Sales supported by promotional and discounting activities

Consumers in Ukraine remained cautious with their spending in 2018, thus forcing manufacturers to rethink their pricing policies and focus on offering more affordable products. In 2018, almost all spirits categories witnessed ongoing promotional activities.

Growing culture of spirits consumption

Demand for spirits other than vodka is growing in the country as Ukrainians have started to consume more whiskies, rums, tequilas and a variety of cocktails. This increase in consumption is being stimulated by changes in the drinking culture.

COMPETITIVE LANDSCAPE

Leading players retain their shares thanks to brand awareness

Natsionalna Gorilchana Kompaniya, Nemiroff and Khortytsya hold the top positions within spirits and no significant shifts are expected in this regard as they maintain large portfolios of well-established brands. The outright leading player, Natsionalna Gorilchana Kompaniya has gained strong consumer loyalty thanks to its long standing presence as well as active promotional activities and advertising.

Innovation plays an important role

Despite the development of a high level of loyalty to vodka brands over the years, Ukrainians are becoming more interested in new brands. Price and packaging are playing a key role in the selection process, encouraging companies to invest in new products, including additional filtration, new bottle shapes, closures and labels.

Manufacturers and retailers look to diversify their portfolios

Retailers, distributors and manufacturers all sought to expand their portfolios in 2018, both in terms of product selection and price point. On the one hand, there was an emphasis on inexpensive but still good quality beverages, thanks to local production, while on the other hand the range of products increased in the premium segment as demand for such offerings remained stable despite the crisis due to the strong purchasing power of more affluent Ukrainians.

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