Volume sales of beer are expected to show further growth in Ukraine over the forecast period, but at a slower rate than in 2024. The category has a significantly reduced consumer base because of people leaving the country due to the war and others being mobilised into the armed forces, Moreover, it is subject to increasing competition from other relatively low alcohol categories, including RTDs, cider and wine, which are seeing innovation targeting evolving trends, such as the growing demand for flavoured products and rising interest in non alcoholic options.
Large manufacturers will focus on the premium price segment in beer in the forecast period as they try to increase the average margin during a period of persistent economic uncertainty. Consumers form the middle class and higher-income groups are less price sensitive in the face of high inflation and tend to decrease consumption frequency or bottle volume to save money, while still choosing trusted and well-known brands.
Both key long-term trends, towards non alcoholic beer and flavoured beer, will maintain their relevance during the forecast period in Ukraine. Non alcoholic beer continues to develop, driven by a growing supply, as well as rising demand.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsThis report originates from Passport, our Beer research and analysis database.
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