Energy drinks segment in Ukraine - market overview from Fine Agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

Energy drinks segment in Ukraine - market overview from Fine Agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

 

The market for energy and sports drinks has been developing for several years. Energy drinks are the fastest growing. Isotonic drinks show slightly less gain, but this is a category with more potential. Spring and summer are the times of the greatest growth in beverage sales in these segments.

 

Energy drinks are intended for people with short-term increased physical and mental activity - athletes, students, clubbers. However, beware, energy drinks are not always safe. Energy drinks are drinks that are high in sugar and therefore raise blood sugar levels. Other important ingredients in these drinks include taurine and caffeine, which stimulate and activate the body. High in sugar, sweeteners, taurine and other (mostly) unnatural ingredients, energy drinks are at the opposite extreme of the ubiquitous "healthy" trend. Despite this, energy drinks are the fastest growing segment in the energy / sports drinks category. They account for more than 80 percent of the value of sales in this category and, in addition, are the main driving force behind its development.

 

“The convenience, refreshing, stimulating properties of energy drinks differentiate them from traditionally consumed coffee, teas, which do not guarantee energy, and CSDs, which do not contain caffeine or taurine. This particular mix of needs met puts energy drinks in a very special market zone ”- this is the opinion of the experts in the field.

 

They are usually sold in cans from 0.2 l to 0.7 l, and on average Ukrainians consume 0.6 l per year. This consumption rate remains low compared to consumption rates in Europe.

According to a report prepared by the marketing and branding agency FINE, most of the sales of energy, isotonic and vitamin drinks are through small-format sales channels (69.4%), of which the most important are medium-sized grocery stores, kiosks and gas stations. Energy, isotonic and vitamin drinks are dominated by small 0.25 liter packs, with the growing importance of selling 0.5 liter packs.

 

Trends

 

In recent years, energy, isotonic and vitamin drinks have been especially popular, designed to meet the needs of certain groups of consumers - people who are physically active, work intensively mentally or are looking for drinks fortified with vitamins. All types of the aforementioned drinks are developing at a rate of several percent per year, each of them represents an increasing number of unique products in one store - over the past two years, the shelf for them has expanded across all distribution channels. Consumers can find specialized products in the offer of leading manufacturers, for example for computer players, athletes and drivers.

 

“Product customization is a particularly strong trend in the energy drink segment. A lot of new product lines are being created on the energy drink market, the name, graphics or composition of which is focused on a specific group of consumers - fans of one of the football clubs, fans of certain music or computer games, about 50 new product lines have appeared in 2 years, often focused on new needs ", - the experts of the branding and marketing agency FINE comment.

 

Another trend in the beverage market is to emphasize the health benefits of the product, as evidenced by the content of superfoods such as chia seeds or goji berries.

 

“Interestingly, these types of supplements are also present in other categories, such as energy drinks, which, in addition to superfoods, have added natural caffeine or kombucha. Although the share of these products is still small, their development is dynamic. ”

 

However, the sales figures do not indicate a complete departure from the main offer. Sales of categories such as energy drinks, isotonic drinks and vitamin drinks are constantly growing. It seems that consumers are not completely changing their habits, but only directed towards products that are considered to be healthier.

 

The most popular brands of energy drinks in Ukraine are: RedBull, Burn, NonStop, Revo, PitBull.

 

FINE branding and marketing agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine has experience in creating packaging and label designs, creating advertising campaigns and brand development strategies. If you wish, FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine specialists will create the best concept for entering the Ukrainian market.