Values ​​in bubbles: perception of carbonated beverage brands in Russia

ROMIR publishes the latest results of the GRI* rating for the carbonated beverage market. In 2025, the leaders in recognition and trust among consumers were again the brands “Dobry” (noticeability index - 93, trust - 87) and “Chernogolovka” (noticeability index - 91, trust - 87). This is largely due to the fact that the brands reflect the key values ​​of the industry: Simplicity, Safety, Reliability and Family.

The third place is consistently held by the brand “Rich” (noticeability index - 82, trust - 82), and “Russky Dar” (noticeability index - 63, trust - 73), although inferior to the leaders in audience perception, is still in the top 4 in terms of trust.

In 2025, the Evervess brand has noticeably strengthened both in the trust rating, entering the top 5 with a score of 67, and in its perception as an “enlightened” brand.

Positive dynamics are also observed among the brands Lyubimaya Kola and Cool Cola, which entered the top 5 in the visibility index with scores of 66 and 63, with Cool Cola growing by as much as 7 points compared to last year. The latter brand also demonstrates a unique combination of values ​​that are not typical of other brands in the category: Independence and Passion.

In 2025, Cool Cola, along with Fresh Bar and Funky Monkey, is rising, among other things, on a wave of novelty and energy - they are increasingly associated by consumers with Rebellion, Passion and Excitement, important values ​​that shape the emotional background of brand perception among young audiences.

The Kalinov brand also stood out: it was the only one that demonstrated a clear connection with social responsibility and care for the environment.

In addition, the study revealed new image opportunities for carbonated drink brands: so far, none of the brands are associated with the concepts of Generosity, Economy and Frugality, this niche is completely free.

“Today’s consumer expects from a brand not just taste, but a value narrative. That is why those who communicate with the audience in the language of simplicity, reliability and emotional charge win. But the future belongs to those who dare to talk about fairness, social responsibility and financial awareness,” Margarita Abramkina summarizes.

**Research into the level of trust and brand recognition among the audience within the framework of the project is conducted according to the international GRI (Global Reputation Index) methodology, which is used by the largest international agencies to monitor the reputation of companies among the target audience.

Methodology

The survey was conducted using the online interview method based on the ROMIR Consumer Panel. Fieldwork period: March 2025. Total sample size: 1,500 interviews. The sample represents the structure of the Russian Federation residents by gender, age, federal districts and type of urban settlements with a population of over 100 thousand residents. The maximum statistical error in estimating the parameters is ± 2.5%, with a confidence level of 95%.