Non-Alcoholic Drinks in Eastern Europe: Trends and Predictions

Non-Alcoholic Drinks in Eastern Europe: Trends and Predictions

Euromonitor International data shows, that EE is already recovering from the economic troubles that affected several countries in the region. Overall, real GDP of EE grew by 2.8% in 2017 and is expected to grow by another 2.7% in 2018.

Altogether with economics, soft drinks market also shows signs of recovery.

“Looking into non-alcoholic drinks market more in-depth, over the last decade soft drinks were successfully taking volume sales from other categories, especially carbonates that faced struggles due to rising healthy consumption trends. The third largest category by volume – juices also experienced some volume drops in the last 5 years. However, recovery can be seen in 2018. Looking to the forecast, bottled water is expected to be the biggest contributor to soft drinks volume sales, while resulting to its low price, value growth will not be that significant”, explains Olena Teodorovych-Rogulis, Senior analyst art Euromonitor International.


Sugar reduction is set to be one of the most emerging trends. Novelties will need to satisfy the demand for naturalness, no artificial flavorings and superior taste too.

The later factors will play significant role in overshadowing the importance of sugar intake and establishing the key benefits that consumers are willing to pay for. According to the findings of Euromonitor International Global Consumer Trends Survey (2017), sugar-free feature as a feature that they would be willing to pay more for, was chosen by 12% of respondents in Russia and by 19% in Poland. Interestingly, the representatives of different  generations have different priorities, sugar-free feature was chosen as top-five priority by all groups except the Generation Z. It was ranked as number 6 priority, while it was only 16 in Russia by Generation Z.

To gain more insights on non-alcoholic drinks trends, as using foodservice for premiumisation, on the go consumption, sophistication, please download our latest on-demand webinar “Non-Alcoholic Drinks in Eastern Europe: Trends and Predictions”.