Sports drinks remained a niche in Ukraine in 2018, with many locals not being at all familiar with these products, instead associating stimulation beverages more with energy drinks. This was reflected in the limited availability of sports drinks, which could rarely be found in supermarkets and hypermarkets.
Ukraine is seeing increasing consumer health awareness and the spread of a gym culture, with sports enthusiasts more likely to be aware of the sports drinks on offer. However, high prices are partly to blame for falling volume sales in the off-trade.
The category is also suffering from a lack of investment in marketing. This means that consumer awareness of these products is fairly low.
SV-Dnipro continued to dominate sports drinks in 2018 in both off-trade value and volume terms. The company performed well over the review period and is expected to continue to do so over the forecast period.
Over the forecast period the competitive landscape in sports drinks is expected to remain largely unchanged. In 2018, no new players entered the category, with new entrants also not expected over the next few years due to a general lack of consumer interest.
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This industry report originates from Passport, our Soft Drinks market research database.