The expert session within the framework of the Packaging Manufacturers and Consumers Forum was held with the support of SOYUZNAPITKA. The moderator was Dmitry Pesterev, Director of External Relations at SOYUZNAPITKA. Alla Andreeva, CEO of SOYUZNAPITKA, spoke about the key areas of development of the beverage and packaging industry by 2025.
Considering the situation in the beverage market, the expert highlighted that the market in Russia was growing until 2021. Certain categories of drinks showed more significant growth rates. However, under the sanctions, Russian manufacturers faced rising prices for raw materials, packaging materials and equipment, new regulations were introduced, and existing logistics supply chains were reconfigured. Against the background of the crisis in 2022, the beverage market showed a decrease in production volumes. In 2023-2024, due to the consolidation of the industry, there is a gradual recovery.
"There is a trend for products made in Russia, a trend for natural and eco-friendly products. The customer is increasingly choosing the premium segment. Many customers prefer quality over promotions," said Alla Andreeva.
Also, according to the speaker, the soft drinks industry is now one of the drivers of the FMCG market. Most consumers choose plastic and aluminum packaging. Glass in this case acts as a more premium product.
The expert also noted government regulation, which significantly affects the industry.:
Introduction of excise tax on sugar-containing bans. Since January 1, 2025, the indexation of excise duty has increased from 7 rubles per liter to 10 rubles, and kvass and beverages related to fortified food products have also been removed from excise taxation.
Restrictions on the sale of BTN. On March 1, 2025, the law on the restriction of the sale of non-alcoholic tonic drinks to persons under the age of 18 came into force.
"List 28". The government will ban three types of PET packaging from September 1, 2025.
Digital labeling of KIZ. 03/01/2025 the requirement for mandatory on-site accounting of packaged water came into force. Products manufactured before this date may be included in the volume and grade accounting.
"In the near future, the industry expects an increased role of the regulator. In the current geopolitical environment, the number of initiatives aimed at comprehensive control of business activities is increasing. It is necessary to avoid "regulatory overheating" of the market due to the significant growth of legislative initiatives," concluded Alla Andreeva.
Svetlana Bobrova, Sales Director at Nielsen, shared information about key trends in the beverage industry.
She noted that there is an unrealized potential for interaction with the audience of the elderly and generation X. However, very soon the main consumers will be representatives of generation Z.
"The older the consumer is, the more they prefer traditional values, work, and control. The younger the consumer, the more they tend to prefer freedom, online, and flexibility. It is important to understand what our consumer will be like in 10-15 years," Svetlana Bobrova emphasized.
The speaker noted that the main trend now is "trend on trend." For example, when one trend of ready-made food is superimposed on another trend about Dubai chocolate and the result is a pancake "Dubai chocolate". Now the trend is towards bright and exotic tastes in everything for the young consumer. Generation Z is not about alcohol, it's about healthy lifestyle, and it's very promising for the beverage industry.
Svetlana further spoke about the dynamics of the FMCG market – sales in the beverage segment increased by 15.4% over the past 12 months.
"In the soft drinks industry, in physical terms, the whole industry is growing. The main driver of growth is energy drinks. At the same time, there is a difference in monetary terms, and if we study the categories in more detail, we will see inflation at 15%," the expert added.
In conclusion, it was noted that packaging in the soft drinks industry does not change much. Aluminum packaging is growing at an accelerated pace, both from consumers and manufacturers. The importance of online sales is growing for all categories of beverages against the background of faster demand dynamics compared to the offline market.
Natalia Kudenkova, Head of the Consumer Goods sector of the Aluminum Association, spoke about innovations in aluminum packaging.
The presentation immediately highlighted the challenges for aluminum packaging in 2025. According to Natalia, this is:
• The law prohibiting the sale of non-alcoholic tonic drinks to children under 18 years of age, limiting the time and place of sale at the regional level.
• Increase in the excise tax on sugar Federal Law No. 443 dated 11/21/2022 and its impact on the development of the soft drinks category.
• ROP – revision of base rates and eco-efficiency values for 2026
• Transformation in the soft drinks market: reduction of sugar content, use of substitutes, strengthening of local players, the growing popularity of small format (less than 0.5 liters).
"Banks – how many were produced in total in 2024? According to Nielsen, more than 11.6 billion units account for 31.1% of beer, 0.5% – water, 13.2% – carbonated drinks, 89.8% – energy and sports drinks, 7.5% – kvass, 1% – iced tea," commented Natalia Kudenkova.
Also, as part of the expert's presentation, key trends in the category of cold drinks were highlighted.:
• Kvass, water and energy drinks show significant growth in physical terms
• Cold drinks trend: customers are switching from sodas and juices to water
• Sugar-free products and products with added flavors are most actively developing
• The trend of "pampering yourself" among the younger generations is reflected in the categories of food and drinks
• Against the background of stabilization of consumer optimism, interest in the topic of healthy lifestyle is beginning to recover
• The sale of ready-made food is growing by 10-15% (according to Cooper). Related products in 86% of cases are drinks.
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