The most promising key industries in Russia for the processing and packaging industry include agriculture and food, drinks (non-alcoholic), pharmaceuticals and cosmetics. In the food sector, the first eleven months of 2017 saw an increase in milk products of 7.6% compared with the previous year, in meat products of 5.8% and in confectionery of 2.3%. The ambitious young middle class in particular are demanding not just convenience products but are becoming more health aware which is reflected in the general decrease in alcohol consumption. At the same time the non-alcoholic sector is continually growing (+5.6% in 2017), a particular favourite being mineral water. Russians place high value on their appearance and health which is also reflected in the high growth rates in the pharmaceutical (+11.2% in 2017) and cosmetics (+7% in 2017) industries.