Competition in the Ukrainian energy drinks category will intensify over the forecast period, as other beverage categories increasingly adopt energy-boosting claims, effectively expanding the options for consumers seeking an energy or performance boost. Categories like carbonates, sports drinks, functional bottled waters, RTD teas, and RTD coffees are leveraging similar messaging, positioning their products as alternatives to traditional energy drinks.
The potential for reduced sugar energy drinks in Ukraine remains weak despite global trends favouring healthier options. Although the sugar tax law has been postponed, sugar still plays a vital role in energy drinks, enhancing flavour and serving as a primary source of energy for consumers.
New flavours are becoming a key driver of growth in the energy drink category in Ukraine, with recent product launches emphasising expanding flavour assortments. Consumers, especially Gen Z and Gen Alpha, are increasingly drawn to unique, imaginative flavour options alongside energy drinks' functional benefits.
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Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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