Oekraïne: verpakte levensmiddelen

Samenvatting van trends en ontwikkelingen in de markt voor verpakte levensmiddelen in Oekraïne, met focus op consumentengedrag. Deze informatie komt uit een rapport van Euromonitor.

Promising start to review period due to retail and economic growth

Packaged food saw strong growth at the start of the review period thanks to Ukraine’s economic growth and ongoing development in the country’s retailing infrastructure. Rising disposable income levels encouraged consumers to spend more on packaged food, while the ongoing expansion of supermarkets/hypermarkets across the country offered consumers access to a widening range of products. Growth was also underpinned by domestic players such as Roshen Kondyterska Korporatsia and Snack-Export increasing their investment in production, new product development and marketing.

Sales remain muted in 2010 as consumer price-sensitivity remains high

In the last two years of the review period, however, there was a marked decline in overall constant value sales of packaged food. This was due to the impact of the country’s sharp economic downturn in 2009, with households’ disposable income levels further reduced by a decline in foreign remittances as a result of the global economic downturn. Consumers also suffered from high inflation and rising energy prices, with many consequently cutting back their spending on packaged food where possible. This resulted in rising price competition and growing interest in economy brands and private label. In addition, consumers switched to home-made food where possible in order to save money, with a growing number cooking meals from scratch and baking bread and producing jams and preserves, preserved vegetables and sauces at home.

Fragmented shares continue to consolidate

Packaged food continued to be heavily fragmented at the end of the review period, with leading players accounting for only a low share of sales. Domestic leaders such as Roshen Kondyterska Korporatsia, Snack-Export and Technocom however gained share from leading multinationals such as Nestlé-Ukraine and Kraft. These domestic players benefited from offering lower prices coupled with high quality products. Small players meanwhile struggled to survive, with a marked decline for “others” as a result. Higher interest rates and a lack of credit availability resulted in many small producers exiting packaged food in 2009 and 2010.

Independent small grocers continue to lead

Independent small grocers continued to be the strongest distribution channel in 2010, benefiting from a widespread presence and traditional consumer shopping preferences. This channel indeed gained share marginally in 2010 over the previous year, as many food specialists struggled to survive. However, the strongest growth in value share in the year was seen for supermarkets/hypermarkets. This channel benefited from ongoing outlet volume expansion across the country and from offering a wider range and lower prices in comparison to independent small grocers.

Muted constant value growth ahead due to slow economic recovery

Packaged food is expected to return to constant value growth during the forecast period as the country’s economy slowly recovers. However, consumer price-sensitivity is expected to remain significant at the start of the forecast period, although affordable indulgences may drive growth for premium and mid-priced impulse and indulgence products. Many consumers will continue to rely on home-made products where possible in order to save money, also regarding these products as healthier. Within packaged food, there is meanwhile likely to be an increasingly strong emphasis on health, with naturally healthy, low-sugar and reduced fat products proving particularly successful.