Analysis of the juice market in Ukraine. Production and consumption from the marketing agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine
The fruit juice market is an important segment of fruit production in Ukraine. In the early 1990s, the Ukrainian fruit juice and beverage market was poorly developed and had a limited range of products compared to the current supply. There were expensive juices on the market, mostly imported, mostly of low quality.
At that time, Ukrainian consumers mainly consumed compotes and home-made drinks. In subsequent years, the juice market developed dynamically thanks to the improvement of production technology and expansion of the range, popularization of convenient cardboard packaging, development of marketing and branding skills of companies, and, above all, as a result of changes in the consumption structure and an increase in the number of processed fruits and vegetables, especially juices, nectars ...
Currently, the juice market in Ukraine is a mature market. The consumer has at his disposal a large selection of juices, nectars and drinks, recently fresh (pasteurized and unpasteurized) juices have become more and more popular.
In addition to fruit juices and fruit nectars, various types of beverages are available on the market for which no specific requirements or quality definitions are specified. Thus, the fruit drink or fruit and vegetable drink can be any liquid food product other than juice or nectar.
In Ukraine, consumers are increasingly interested in the nutritional value and ecological origin of food products, especially fruits and vegetables.
Vegetables and fruits are low-energy foods with high nutritional value. They are a very good source of fiber, vitamins, minerals, as well as organic acids and other substances with biological effects. Low energy value of vegetables and fruits in the range of 25-60 kcal / 100 g and high fiber content make them especially important in the diet of every person. Adequate intake of fruits and vegetables is also important for the prevention and treatment of cancers, especially those found in the digestive tract.
Juice market in Ukraine - Ukrainian juice market overview from marketing and branding agency FINE
Recently, Ukrainian consumers are more and more interested in juices, nectars and drinks. The most popular are juices and nectars with orange flavor (25.4%), followed by carrot juices (22.7%) and apple juices (15.4%), only in third place. In the group of juices, nectars and fruit and vegetable drinks, multifruit juices (22.1%) are in the lead, followed by orange (20.4%) and carrots (13.3%) in third place.
Both women (34.2%) and men (42.3%) most often buy juices once a week.
People belonging to the age group over 64 can be clearly divided into two groups: people who buy juices once a week (46.2% of respondents) and people who make such purchases less often than once a month. People aged 25-34 most often buy juices once a week (44.4% of respondents). Young respondents (aged 20-24), like other age groups, most often buy juices once a week (36.8% of respondents). The two most important variables influencing the choice of juices were product quality and taste (the type of fruit from which the juice is made). Other variables that consumers take into account when choosing juices are: product sensory qualities (86.0%), product class, i.e. juice / nectar / beverage (83.8%), product price (81.5%), shelf life (78.5%), package size (75.8%) and juice consistency (74.7%), as well as preservative content (73.6%).
According to research by the marketing agency FINE, both exports and imports of juices are declining. Basically, domestic products are supplied to Belarus, Kazakhstan and other countries. In this market, competition is great: the monopoly is in the hands of 4 main enterprises - Sandora, Vitmark, Coca-Cola, and Sandora is the undisputed leader in the market.
Outcomes:
- Price and taste are critical to consumers surveyed when purchasing fruit and vegetable juices. Because of the taste, the respondents primarily prefer orange and apple juice.
- Fruit juices are used more often, vegetable juices less often.
On the website of the FINE marketing and branding agency (Kharkiv, Rivne, Chernivtsi, Uzhgorod, Lutsk, Ternopil, Khmelnitsky, Zhitomir, Chernigov, Cherkasy, Kryvyi Rih, Zaporozhye, Sumy, Kropyvnytskyi, Poltava, Kherson, Nikolaev), you can get acquainted with the detailed list of our services, which include: marketing, branding, seo optimization order, website promotion order, contextual advertising of a website, order advertising in Google.
Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine
