According to Pro-Consulting, each Ukrainian drinks no more than 10 liters of juices and nectars per year. This indicator is 3 times less than in the European Union countries (30 liters per year), while in North America the average juice consumption per capita reaches 50 liters per year. The Ukrainian juice market shrank strongly in 2015 – by 40.7%.
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Juice market analysis: production
According to the State Statistics Committee, Ukrainian producers have reduced the production of fruit and vegetable juices. For 2016, production volumes fell by 15%. A total of 97.9 thousand tons were produced during the year. However, research on the juice market shows that juice blends continue to gain momentum. In 2016, production grew by 1.4%. Ukrainians more often buy juices from domestic producers, as 95% of products that are presented in retail are Ukrainian. The remaining 5% are imported products, including concentrates.
A cross-section of the Ukrainian juice market shows that in addition to juices, Ukrainian producers produce nectars, juices with pulp, vegetable cocktails and morses. Juice beverages have strengthened since 2014 due to lower cost of production.
Ukrainian juice market: import and export
According to a study by Trade Hub Platform, Ukraine is among the top 5 largest exporters of juices in the world. About 20% of products manufactured in Ukraine are shipped abroad. Juice Market 2017 shows that more than 27 tons of juices were exported in the first half of the year.
Exports in 2016
The main share of exports went to Poland – 45%. It has grown almost 3 times, because in 2015 this indicator reached only 18% of the total volume of exports in physical terms. Exports to Belarus have decreased – the share is only 17%, although in 2015 it was 26%. Exports to Slovakia recovered, with an increase of 6%. But exports to the U.S. fell by 2%. Georgia closes the top 5 leaders of countries-importers of Ukrainian juices, it accounted for 4% of the total export share.
In the first half of 2016, juice imports and exports to Ukraine showed good growth rates: the largest imports of juices and nectars belonged to PepsiCo, TM Sandora (USA). The company’s imports accounted for 63% of all exports. During the same period, juice imports from Australia accounted for 30% and from the Netherlands for 26%. Next in the ranking of the top 5 importing countries are Spain and Switzerland.
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Juice Market Analysis: Juice Consumption Situation and Consumer Portrait
The juice market is responding to demand. Due to the devaluation of the hryvnia, the purchasing power of Ukrainians has fallen. Since juices are not among the essentials, they fall under the category of products that you can save money on. In the minds of many Ukrainians, juice does not belong to healthy drinks. PR-manager of the company “Vitmark-Ukraine” says that consumers increasingly associate packaged juice with drinks that contain sugar and coloring agents. Many producers of juices and nectars note that in recent years a part of customers prefer drinks that can be prepared at home, such as freeshes, compotes and teas.
Experts from Pro-Consulting emphasize that sales are declining in physical terms. However, producers from juice and nectar sales are earning higher revenues every year. This is due to the fact that product prices continue to rise.
To obtain information about consumer preferences in Kryvyi Rih, a survey of respondents with an opportunity for tasting was conducted. According to a sociological study, the preferences of the target audience of juices are as follows:
- 55% of respondents drink juice at least once a week;
- 81% prefer orange juice, with 19% preferring other flavors;
- 32% of respondents choose a juice that is already to their liking;
- 25% pay attention to the benefits of the drink;
- 17% buy juice to quench their thirst;
Also, the survey showed that Ukrainians under 45 years old choose juices with only one flavor. Ukrainians over 45 years old prefer 100% apple or orange juice. Children under 11 are more likely to choose a drink with a higher sugar content and an exotic flavor.
Read about how the juice market has evolved through 2016 here .
Juice market in Ukraine in 2017: main players
The juice market in Ukraine shows a highly competitive environment. The vast majority of production is represented by 4 major companies:
- PepsiCo (TM “Sandora”, “Sadochok”, “Sandorik”)
- Vitmark (TM Jaffa, “Sokovita”, “Chudo-Chado”, “Just Fruit”, “Nash Sik”, “Straight Sik”)
- Coca-Cola (Rich, Rich Kids, Dobryy TM)
- T.V. Fruit (TM Galicia, TM Filvarok)
Manufacturers offer fruit juices and nectars, as well as, vegetable blends and morsels. Each brand has orange, apple, and grape flavors available. Juices for children from 3 months of age are produced only by Vitmark, the Chudo-Chado brand. All manufacturers except T.V. Fruit has a line of juices for kids. Among the four leading producers, Galicia is the largest exporter. The company exports 98% of its total production.
Juice market research: trends in juice packaging design
Producers of juices and nectars strive to attract customers not only through unusual flavors, but also with the help of bright, unusual packaging. The following trends are evident in the design of juice packs.
Natural and concise
This trend can be traced back to 2015 in the design of FMCG products. The bet is not on loud slogans and bright colors, but on the naturalness of the components. For example, in the packaging of Juice Burst juice, the designers use a transparent bottle through which you can see the rich colors of the drink. The label is unconventional: a brightly colored fruit explosion on a black background. The color of the fruit blends well with the color of the juice itself, and the customer can immediately see which fruit is included in the drink.
JuiceBurst Juice
Juiceline’s packaging emphasizes naturalness, but the design plays that up in a different way. The transparent bottle allows you to see the color of the drink and it’s the only bright spot on the entire package. The label is white in color and states the competitive advantages, in this case the natural composition. These are the only accents in the design.
Juiceline Juice
Juicebox Juice
Non-standard solutions
When juice is aimed at a children’s audience or the manufacturer wants to attract attention to the packaging and advertising campaign, they often resort to non-standard design solutions. For example, with the help of unusual packaging, you can familiarize yourself with traditional elements of culture of different countries. Thus, the pineapple on the package reminds of a Cuban female image, and the orange is made in the image of a colorful Spanish dancer.
Designers have approached the issue of Kaffe 1668 juices design unconventionally. The illustrations of the detox juice series are done in funk style. The bottles are opaque, in rich but muted colors. The labels are multicolored, but definitely with white and green inserts. The pictures encourage the habit of regular consumption of the beverage for a healthy body, mind and soul. The product line consists of 24 types and each package is unique. Manufacturers put motivational slogans on labels, such as “Lunch for Health” or “Keep Your Muscles Toned.”
Unusual shapes
Foreign designers in the development of juice containers like to use unusual shapes. They are increasingly moving away from conventional packaging. For example, offering a bottle or can that is more likely to be associated with alcoholic beverages than a natural product.
Bensons juices are sold in a glass bottle, a shape that is not the most common in this product category. To emphasize the naturalness, the fruit that is pictured on the label is as if it were in a farmer’s box. This symbolizes the naturalness of the product.
Read about alternative options, how to attract and retain a potential buyer in our material.
Bensons
The packaging of Good Juicery sparkling juice is bright, made of aluminum and resembles a soda bottle. Each jar depicts an unusual penny-farthing bicycle. Bright monochromatic colors that match the color of the juice immediately attract attention.
Good Juicery
The Birdy Juice pack for kids is reminiscent of penguins and may even become a play item for a short while.
Birdy Juice
The Wonky Juice brand also features an unusual packaging shape. The designers played up the name of the brand, which means “shaky juice” in English. The unusual geometric shape is emphasized by the laconic design of the packaging. The white background shows the fruit or vegetable from which the juice is made. The top of the pack is painted in the color of the corresponding fruit.
Wonky Juice
Ukrainian manufacturers prefer to use bright juicy colors in their packaging. Each package has a picture of fruit on it, which already makes the packaging colorful and attractive. Also, this technique emphasizes the naturalness of the ingredients. Cartons prevail as containers, which provide convenient transportation. Among the market leaders, only Jaffa and Galicia brands produce juices in glass bottles.
Rich
Sandora
Jaffa
“Kind.”
Galicia
Forecast for the Ukrainian juice market
- Manufacturers are reducing product lines and suspending the release of new flavor lines to the market.
- The emphasis of the leading companies is on the budget segment;
- To make products cheaper, manufacturers produce juices with a higher water content.
- Ukrainian companies are actively entering international markets. The main sales product is 100% juices and concentrates.
The juice market of Ukraine is highly competitive and in order not only to stay afloat, but also to become a leader in the industry, contact KOLORO and order the development of advertising concept from us!
