Overview of the Ukrainian market of natural and healthy sweets from the FINE Development Company marketing agency: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

Overview of the Ukrainian market of natural and healthy sweets from the FINE Development Company marketing agency: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine


These dynamics can be influenced by the changing approach of consumers to food and the promotion of healthy food in marketing. The healthy snack market meets three consumer needs: pleasure, convenience and health.

These needs are met by a wide range of natural snacks, among which the leading role is played, on the one hand, by unprocessed foods, that is, dried fruits, nuts, and on the other hand, highly processed foods, such as breakfast products, muesli, healthy bars and cakes. Over the past years, these segments have seen an increase in sales, even at double-digit rates. However, this category remains relatively small compared to the higher-calorie snacks.


What healthy sweets do Ukrainians choose?


Ukrainians love sweets, according to the data, the vast majority of us buy them (about 91%!). The most popular are chocolate products, especially milk chocolate and filled chocolates. But the fashion for a healthy lifestyle provokes that we pay more attention to what we eat, and are looking for healthier alternatives to our favorite, but unhealthy foods. We still pay attention to price, taste and brand of food, but health value is becoming more important, so the popularity of gluten-free, low-fat products is growing, and many manufacturers are coming to meet us, offering diet and natural versions of our favorite sweets ... All of these factors need to be considered when planning a branding or marketing strategy.

How to replace sweets and what healthy sweets do Ukrainians choose? Of course, it is best to eat fruits, but you can use ready-made, equally healthy products:

  • Muesli
  • Oat cookies
  • Fruit mousses
  • Stevia chocolates
  • Marmalade
  • Paste
  • Halva - Although it is a high-calorie food, it is a source of many nutrients that have a positive effect on the body. Its consumption helps to improve memory and concentration, as well as reduce the level of so-called bad cholesterol. In addition, it improves the appearance of the skin and delays the signs of aging.
  • Marshmallow
  • Fruit candy
  • Sweet chips made from fruits
  • Rice waffles with or without chocolate
  • Dried fruits and more.


The undisputed leader in the number of healthy sweets available is the United States. Although the Americans themselves often buy less healthy products. Every year, the American magazine Shape tests a variety of healthy foods to eat between meals without worrying about waist size. The list of the best products of the past year includes, among others, muesli bars, nuts, popcorn, fruit chips, etc. But it is worth paying attention to frozen yogurt, which is native to the United States. This is where the idea arose to freeze the dairy dessert and sell it as a healthier, less calorie alternative to ice cream. Nowadays, there are bars all over the world selling different flavors of this very frozen yogurt.


Producers of natural sweets in Ukraine - marketing research from the agency FINE


Ukraine plays an important role in the global cultivation and supply of berries. Fruit orchards occupy about 800 thousand hectares. Apples, pears, apricots and plums are also grown. Thanks to this amount of fruit, the production of natural and healthy sweets has become popular. The most popular manufacturers in this segment are: Sladky Mir, Licorice mriya, Zhako and Korisnakonditerska.


An example of healthy, sweet snacks is the relatively new BOB Snail product, which has gained popularity very quickly. Their products are fruit, healthy sweets for any time of the day. For their production, fruits are used that contain the maximum amount of natural vitamins and no more. This high vitamin content is due to the low processing temperature.


Another example of healthy sweets are Fruit BREADs, which are sugar free.


Unfortunately, the export of Ukrainian natural sweets is not yet large, since it has just begun to develop, but for example, Jaco's company already delivers marshmallows to about 40 countries, which is an example for other companies.


FINE marketing agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine is ready to create a forecast for the target market, contact our company not only for marketing, branding, marketing research, but also to order website advertising, advertising campaign, order seo and smm promotion.