Wine in Ukraine

PROSPECTS

Growing wine culture stimulates total volume sales growth

The wine culture and awareness of wine continued to develop in 2018. More sophisticated wine preferences among mass consumers were shaped by popular wine fairs and exhibitions, wine and gourmet festivals, and food and drink events.

Changes in non-grape wine

The non-grape wine category remained niche in 2018 with the range of non-grape wine on retailers’ shelves being highly limited. Previously the excise duty on non-grape wine was the same as that for liqueurs.

Good prospects for prosecco

A proportion of urban-dwelling Ukrainians are changing their habits regarding sparkling wine and have widened their consumption occasions from significant occasions such as New Year’s Eve or weddings, to include parties or family dinners. One of the fastest growing types of other sparkling wine is prosecco with this type becoming widely recognisable among local consumers, especially women.

COMPETITIVE LANDSCAPE

Bayadera Holding leads wine

The leader Bayadera Holding was among the fastest-growing companies in terms of total volume share in 2018. A key success factor in the company’s dynamic growth was the well-established reputation of company brands, as well as competitive pricing.

Shift to more affordable products expected

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 ongoing low level of consumer incomes, a notable shift to more affordable products and growing demand for different proposals is expected.

Premiumisation in wines

The growing interest in wine categories such as white, rosé and sparkling wine as lighter and trendy beverages, among young adults and women in particular, boosted visibility and growth of niche innovative products. One of the trends within wine was the launch of premium lines of existing brands.

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