The relatively positive dynamics in the soft drinks market is explained by a number of factors Thus such an impressive growth in sales ofenergy drinks is largely due to a significant expansion of the

Based on the data, it would be wise to choose water or kvass as a product category to focus on. The growth in sales of water and kvass is due to both attractive prices and the increasing popularity of a healthy lifestyle among Russian consumers. Private labels in the water and kvass categories also showed significant growth, indicating a preference for these products. In contrast, juices and iced tea are becoming less attractive to Russian buyers due to rising prices, and energy drinks and gewürztraminer have smaller market shares.