Competition in the Russian Market of Healthy Drinks in 2012–2021

The growing interest in a healthy lifestyle among Russian consumers leads to an increase demand for food products and beverages, which is reflected the rather high growth rates of this market its increased attractiveness manufacturing companies. In article, purpose study assess dynamics level competition segments drinks (“Better You”, “Fortified/Functional”, “Naturally healthy” “Organic”) throughout as whole from 2012 2021. To achieve goal, following tasks are set: 1) identify dominant group players, degree differentiation within itself; 2) determine concentration; 3) analyze concentration segments, Herfindahl – Hirschman index (HHI) used, players size Lind (IL) coefficient (CRSV), between leading modified version Hall Tideman (HTSV), competition, matrix SV (Strength/Variety). conducted research shows that 2012–2021 all market, one or another trend leaving RO quadrant occurs either by increasing total share leaders, players. each there tightening monopolization, complete departure free natural oligopolization. composition groups large strongly intersects includes major international although noticeable decrease their under consideration.