Research of the yoghurt market in Ukraine - marketing agency FINE - Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

Research of the yoghurt market in Ukraine - marketing agency FINE - Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine


What is the secret to the rapid market development in the yogurt category? What are the main large manufacturing companies? How to maintain your position in this market segment?

The FINE marketing agency has conducted a professional marketing research on this topic, but you can also order from us the preparation of an activity strategy in this and any other market segment.

We can say about the yoghurt market that it is growing and developing very dynamically. Why? Firstly, this can be facilitated by a partial increase in income, and secondly, “Europeanization” and the fashion for yoghurts can have a positive effect on the growth of demand.


The USA is the most leading producer of yoghurts, but this product is no less popular among Ukrainian producers and consumers. Yogurt, according to dietitians' recommendations, is a food that should be consumed every day. It helps in the regeneration of the intestinal bacterial flora, and thus increases resistance to infections. In keeping with the long-standing trend for healthy eating among consumers, some manufacturers have offered bold combinations of fruit and vegetable flavors. For example, the surprisingly good flavor combinations of apples and beets and carrots and oranges will convince anyone to drink yogurt, even those who still don't like vegetables. The third, another very good taste is fruit yogurt with flakes.


This type of product is best made available in convenient 400g bottles (with screw cap). They are easy to take with you, no additional accessories required, making them suitable for another marketing trend - food on the go. Yoghurts are perfect for kids for lunch at school, they are delicious and satisfy hunger well.


Glass yoghurt - natural and Greek yoghurt - which may also be available in a lactose-free version, has become hugely popular. Natural yoghurts, in addition to being delicious (by themselves or with your favorite additives), are an excellent basis for making sauces, toppings, good in salads, desserts, and cheesecakes. They can also be a dietary cream substitute.


Characteristics of yoghurt consumers from the Fine branding agency


According to the results of marketing research from Fine Agency (Kharkiv, Rivne, Chernivtsi, Uzhgorod, Lutsk, Ternopil, Khmelnitsky, Zhitomir, Chernigov, Cherkassy, ​​Krivoy Rog, Zaporozhye, Sumy, Kropyvnytskyi, Poltava, Kherson, Nikolaev), it can be understood that most often consumers buy yoghurt for drinking, and priority is given to yoghurt with fruit pieces, grains and organic yoghurts (no additives). Interestingly, women are significantly more likely than men to point to the health benefits of yoghurt, while men place greater emphasis on packaging capacity and ease of use. Age did not differentiate consumer preferences.

In connection with the observed differentiation of consumer behavior due to economic, demographic and social characteristics, it is advisable to segment the recipients and adapt the offer to the expectations of individual target groups.


The choice of drinking yoghurt is determined by the fast pace of life of the modern person, who often cannot secure a full meal at home during the working day. Therefore, drinking yogurt is one of the best options for snacks on the go, which will do more good than harm, as opposed to the alternative - fast food, the more it quickly removes hunger, like most dairy products, and also brings pleasure in the taste. Danone-Unimilk and Galicia remain the leaders in Ukrainian production in this area. The most popular brands are: Activia, Galicia, Schodnya and Fanny.

The main places to buy yoghurt are hypermarkets, supermarkets and large stores, and the most common reason why respondents buy new products in the yoghurt market is curiosity about new products and the affordable price of the product. Almost 35% of respondents purchased new yoghurts because of their health benefits, 26% of respondents when buying new yoghurts are guided by the advice of friends and family, and slightly less than 23.40% buy new yoghurts because of the promotional price. The factors that least influence the decision to buy new products are: availability, intense advertising, and the opinion of doctors and specialists.


Follow the trends and development of different market segments together with the FINE marketing agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine and your marketing or branding strategy will be successful.