What are the current trends in the juice market in Ukraine? FINE Marketing Agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

What are the current trends in the juice market in Ukraine? FINE Marketing Agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine


According to the World Health Organization (WHO), in order to maintain health in good shape, a person should eat about 5 servings of fruits and vegetables every day, which is at least 400 g per day.

One serving is a few medium-sized fruits, vegetables, or a glass of juice (200 ml). In 2015, the average daily consumption of fruits and vegetables in Ukraine was only 289 g per person.

Numerous scientific studies confirm the beneficial properties of vegetables and fruits, including juices prepared from them, since they are also an excellent source of fiber, vitamins, minerals, biologically active ingredients and are a fairly low-calorie product (about 40 kcal / 100 ml). Therefore, it is not surprising that recently the interest and popularization of juices has been growing.


What types of juices can we find on the market, what are the trends and which juices are the most natural? Answers of a marketing company in Kiev, Vinnitsa, Odessa, Dnipro, Lviv - FINE Agency


Juices can be divided into two main groups. The first group consists of juices obtained from concentrate by adding water. This juice is then pasteurized or heated to extend the shelf life. Juices of this group can be found packed in cardboard boxes, bottles, both glass and plastic. They have a lower nutritional value than fresh vegetables and fruits due to the processing processes required for long-term storage.


The second group of juices is NFC (NFC - Not From Concentrate) juices, which are not concentrated juices, but are only produced by direct pressing or squeezing of raw fruits or vegetables. Along with growing consumer awareness and health concerns, the demand for this group of juices is growing. In Japan and the US, 80% of juice consumers use NFC juices. In Ukraine, the demand for this category of juices is also gradually growing, because they have a higher nutritional value than juices made from concentrates.


Juice producers in Ukraine


The largest shareholder in the market is undoubtedly the Pepsi Corporation, which holds 46% of the market. It includes such brands as: Sandora, Sandora Exclusive, Sandora Juice for Breakfast, Bonus, Sadochok and others. Vitmark is the second major player in the market, while Erlan is third.



Trends in branding and juice packaging design in Ukraine


What is the most important task of packaging? The main concern is to protect the content. The product in the package should not be damaged, broken during transportation and storage. Packaging is like a shell that protects the product from shock, pollution, heat, light, bacteria and other factors that can destroy it. Good packaging helps both in selling the product and distinguishing it from others, as well as in its correct description. Good packaging is one that, with the right branding, creates a positive image of the product.


Recently, there has been a rise in awareness, people are more and more concerned about caring for the environment, some marketing experts say:


“Consumers show a civic, responsible attitude and want to take care of the environment. They love recycling because it is easy to sort and recycle packaging. Nevertheless, it is necessary to constantly inform consumers of all ages, from preschoolers to the elderly. Communication is extremely important and allows consumers to actively participate in the recycling process. "


Consumers take responsibility for their health and well-being. The number of Europeans who regularly play sports is growing rapidly. Eating habits also change. We want to eat healthy foods that will take care of our body. However, healthy foods alone are not enough, they still need to be provided in affordable and convenient packaging.


“In recent years, there have been new trends in nutrition, such as food on the road or high expectations for transparent packaging. Consumers want to know everything about the product "


Marketing trend - life in the city


The urban lifestyle is becoming more common and is associated, among other things, with frequent meals outside the home. Today, the one-person household is the most common model. For people who live alone, cooking at home is not the best choice. We eat a lot in restaurants or on the run, and we often buy ready-made meals to eat at home. Less and less we plan in advance what to eat for dinner tonight. Sometimes we choose something that can be eaten quickly in front of a computer or TV. When there is not enough time or the desire to cook, young and middle-aged people are drawn to ready-to-eat foods.


How does this affect packaging?


For the retail sector, this trend means an expanding product range. Consumers are increasingly opting for small packages for one or two people.


“It is important that the packaging supports the consumer in their daily activities. We are seeing an increase in eating habits on the road, especially among young people. This has a huge impact on the appearance of the product, so we need to expand the range of small packages. "


The juice market has a high level of competition, so it is very important not only to make a great "start" through branding and marketing, but also to develop your company well in the future. In order to become a leader in this industry, contact the FINE marketing studio Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine, where you can order a marketing research of the market, create your own brand, order website advertising and promotion!