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Beer in Ukraine

Ukraine Beer Market: New insights

In 2014, beer in Ukraine posted a decline in total volume terms of 10%. The volume decline was a direct result of changing consumer habits as Ukrainians started to trade down with the increased cost of living. The decline in disposable income forced consumers to switch to cheaper products and decrease consumption of no-essential goods. At the same time, excise tax hikes in mid-2014 together with inflation and the increased cost of raw materials affected volume sales and the industry as a whole.

Positively affected by the EURO 2012 football championship during summer 2012, beer manufacturers attempted to fight the seasonality of this category: Overriding the seasonal decrease in demand by attracting new target groups with rather diversified products (e.g. limited editions for events such as EURO 2012, Christmas, New Year, etc.). These new products were welcomed by those who are not regular consumers of lager or mind the taste of regular beer, especially young people and women. Also,...

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Beer in Ukraine

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