Executive Summary

Jul 2019
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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Spirits in Ukraine

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Ukraine with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Ukraine, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Ukraine market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Ukraine?
  • What are the major brands in Ukraine?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Spirits in Ukraine - Category analysis

HEADLINES

PROSPECTS

Vodka remains the largest category
Sales supported by promotional and discounting activities
Growing culture of spirits consumption

COMPETITIVE LANDSCAPE

Leading players retain their shares thanks to brand awareness
Innovation plays an important role
Manufacturers and retailers look to diversify their portfolios

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Ukraine - Industry Overview

EXECUTIVE SUMMARY

Positive growth registered in 2018
Urban and rural dwellers favour different alcoholic drinks
Carlsberg Ukraine leads alcoholic drinks
Traditional grocery retailers remains strong in Ukraine
Positive forecast performance expected

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources