Everyone knows that natural juice is a very healthy product. Juice is obtained by squeezing from the best and ripe fruits or vegetables. But some people juice various edible stems, roots and leaves (e.g. celery juice).
Thus, we can distinguish the following types of juice by origin:
- fruit (orange, cherry, grape, apple, apricot, plum and others);
- vegetable (carrot, tomato, cabbage and others);
- tree sap (birch, maple).
Also according to the method of production are distinguished:
- Freshly squ eezed juice – juice squeezed just before consumption, it is natural and the most healthy juice.
- direct juice – fruit or vegetable juice that has been pasteurized and already bottled in glass containers or aseptic packaging. Due to the heat treatment during pasteurization, the juice loses some nutritional value, but the color, taste and smell are fully preserved.
- concentrated juice is juice obtained by removing excess water from the juice by direct pressing.
- reconstituted juice – juice made from concentrated juice or straight juice and drinking water, sold in aseptic packaging.
The Ukrainian market offers a wide range of juices and juice products of various brands and trademarks. In addition to juices, juice products also include nectars, morses and juice-containing drinks.
{\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t}
| \If you are interested in this research and would like a complete market analysis with up-to-date data, contact KOLORO branding agency. KOLORO can also design packaging and labels for your product, rebrand, create a logo and brand book, brand legend and slogan, find partners in another country (suppliers, distributors) and potential customers, make cold calls (call-center services), and much more. |
Juice consumption in Ukraine. Consumers’ preferences. Juice selection criteria
Ukrainians most often buy juice several times a week (almost 40%), several times a month (25%) and daily (more than 20%), also juice is bought only on holidays (8%) and about 3% do not drink juice at all. This indicates that juice is a popular beverage in Ukraine.
As for the packaging for juices, most often juice is bought in 1-liter packages. The structure of juice consumption depending on the package volume is presented in the following diagram:
The most popular juice flavors are orange, apple, cherry, and multivitamin.
Most people buy juice in cartons, least of all in plastic bottles.
The choice of juice is mostly influenced by its taste, followed by product quality, price, brand name or brand, manufacturer and attractiveness of the packaging.
A Ukrainian annually drinks about 10 liters of juice on average per year. This is a very low figure. For example, a European resident drinks three times more juice, and an American drinks five times more. Low juice consumption and its gradual reduction is explained by the fact that:
- domestically produced juices are not associated with high quality products;
- consumption of mineral water is increasing;
- low income level of the population.
In order to increase consumption and attract new customers, juice producers are constantly updating their product range by creating new mixes. The Ukrainian market has a very wide range of juices and nectars for different tastes, which differs from the selection abroad. At the same time, the number of premium segment products on our market is minimal.
Production, export, import of juices
Juice production in Ukraine is decreasing every year in physical terms. So in 2011 production decreased by 5.6% compared to 2010, and in 2012 it decreased by 3.9% (to 281 thousand tons) compared to 2011. Despite this, the juice market in monetary terms is growing, and this is due to higher prices for juices and nectars.
The cost of juices increases due to changes in the exchange rate, as imported fruits are used for the production of many juices. Thus, in 2011 citrus fruits were imported for $263.3 thousand, cherries and cherries – for $2784.4 thousand, peaches – $1070.3 thousand.
Export of Ukrainian juices is insignificant and tends to decrease. Thus, in 2011 it decreased by almost 40% compared to 2010 to 57.7 thousand tons. Mostly domestically produced juices are supplied to the Russian market, as well as to Austria, Belarus, Moldova, Kazakhstan and other countries (according to Gosstatistics).
Imports are also decreasing: in 2010 imports fell from 42.57 thousand tons to 41.05 thousand tons, and in 2011 they fell to 37.14 thousand tons. According to the State Statistics Service, most juices are imported from Brazil, the Netherlands, Russia, Italy, Spain, China and Poland.
Market structure by main producers
There is high competition in the juice market. 98% of all products in the Ukrainian juice market are represented by 4 large companies: Sandora, Vitmark, Coca-Cola and Erlan.
These companies produce juices and nectars, leaving the direct-pressed juice segment untouched. This is why small market operators, as well as fresh bars, are gradually gaining popularity for the fact that you can buy and drink freshly squeezed juice from them. The fresh juice segment is attractive, but its disadvantage is that fresh juices are expensive.
Sandora
Sandora Company has been a leader in the Ukrainian juice market for a long time. The success of the company lies in the high quality of products, the use of the latest equipment in production and participation in various socially responsible programs. Juices are produced under the brand names Sandora, Sandora Exclusive, Sandora do snidanku, Sandora Vegetable Cocktail, Sandorik and Sadochok.
Sandora juices and nectars are one of the most popular brands in Ukraine. It is represented by a line of 17 flavors and 1 morses. It is available in packages of 0.25 (with a tube), 0.5, 1, 1.5 and 2 liters. Sandora Exclusive – premium segment juice is produced in a package with a branded original design. Sandora Dobnidanku – juices with a higher content of fruit pulp. Sandora Vegetable – juices made from vegetables. The line includes 4 original mixes: pumpkin-apple, carrot-apple, tomato-spicy and tomato-beet.
Sandorik is juices in brightly colored packaging with original design, created especially for children. Available in small packages of 0.2 and 0.33 liters with a tube.
Sadochok is a high quality juice made mainly from Ukrainian fruits and vegetables. It is produced both in aseptic packaging of various volumes and PET bottles.
Vitmark
Vitmark Company is one of the largest Ukrainian producers of juices, nectars and juice-containing drinks. The company has one of the best juice production plants in Ukraine – Odessa Baby Food Plant. Vitmark juices are presented in the Ukrainian market under the trademarks Nash Sok, Jaffa, Jusik and Sokovita.
Jaffa is juices and nectars of high quality, which is confirmed by numerous awards and medals of International tasting competitions. Jaffa is the only juice in Ukraine, produced in a glass bottle of 0.2 liters. Jaffa juices are exported to more than 20 countries, which also testifies to the popularity of this brand abroad.
Our Juice is a juice of traditional recipes, made mainly from fruits and vegetables grown in Ukraine. The product is positioned for people with different income levels. High quality, affordable price and excellent taste make Nash Sok brand juice a market leader.
Coca-Cola
Coca-Cola releases juices and nectars to the Ukrainian market under three trademarks. These are: Rich, Dobryy and Botanik.
Rich juices and nectars are first of all high quality products, presented on the market in 15 different flavors in packaging with original design of 0.2, 0.5 and 1 liter.
Dobryi juice is represented on the market by classic flavors. It has a wide popularity among the residents of Ukraine due to its good taste, pleasant name and affordable price.
Botanik brand juices appeared on the Ukrainian market in 2009 and are produced only in PET bottles of 0.4 and 0.9 liters.
Erlan
Erlan Company produces juices and nectars under the trademarks Biola and Sooki Leto. The juices have a wide range of different flavors and are available in PET bottles of 0.5, 1 and 1.5 liters. Leto and Biola juices are popular among Ukrainians due to their convenient packaging – a bottle with a wide neck. Such a bottle is convenient to take with you on the road.
Juice market structure by the most popular brands:
Sadochok juice ranks first with a market share of 27.3%, followed by Nash Juice – 22.1%, Sandora – 15.7%, Biola – 5.2%, Dobryi – 4.3%, Jaffa – 3.2%, Sooki Leto – 3.1%, Rich – 1.4%, Botanik – 1% and others – 16.7%.
Forecasts on the juice market in Ukraine:
- positive dynamics of market development;
- intensified competition, increased competition for consumers’ attention;
- increase in the share of the direct-pressed juices segment.
If you are interested in this research and would like a complete market analysis with up-to-date data, contact KOLORO branding agency. KOLORO can also design your product packaging and label, rebrand, create a logo and brandbook, brand legend and advertising slogan, find partners in another country (suppliers, distributors) and potential customers, make cold calls (call-center services), and much more.
On the site you can get acquainted with our services and portfolio, and also to order the service you are interested in, having contacted us by phone or by e-mail:+38-(057)-760-26-05$, +38-(057)-760-26-06, +38-(099)-618-87-50,info@koloro.ua.
