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Distribution Trends in Soft Drinks Ukraine
Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
Distribution Trends .................................................................................................................................... 2
Market Valuation/Pricing ............................................................................................................................ 3
Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 4
Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 4
Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 5
Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 5
Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 6
Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 6
Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 7
Soft Drinks Product Definitions ..................................................................................................... 8
Glossary ..........................................................................................................................................15
Forecast Methodology...................................................................................................................17
Soft Drinks Service/Dec-2010 1
Ukraine Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
Share of modern retail continued to grow
In 2009 sales in off-premise channels decreased by 15%, as most retailers experienced serious financial
difficulties during the year.
However, the market share of modern retail channel is still growing in most soft drinks categories. Modern retail
stores have become an important channel for product promotion and effective merchandising. Share increase
continued even during the difficult 2009.
The importance of traditional retail is still relatively high in smaller cities. Even in bigger cities, the older
generation of consumers is still more loyal to the traditional food stores. However, the importance of traditional
retail will continue to decline in Ukraine with growth of different modern formats.
Growth of on-premise consumption (traditionally low in Ukraine from the Soviet period) slowed down in 2009
due to the influence of the financial crisis.
In 2009, ATB-market opened 25 stores in Ukraine, expanding its network to 316 stores, in 93 cities and towns.
Metro Cash & Carry Ukraine revised its marketing strategy; the company will now pay more attention to direct
communications and usage of new technologies.
Metro Cash and Carry Ukraine launched a new project in 17 Ukrainian cities - Best Supplier of Metro. In every
region the best supplier will be selected by the retailer's top management. The company also launched a
programme ‘Wholesale Discount’ which offers 200 food products at discount prices. The programme's goal is to
support smaller retailers who are the major target audience of Metro Cash & Carry.
Metro Cash and Carry announced its new strategy to deve