The hard cheese market has changed very slowly in recent years, which is why Dutch cheeses, gouda and edam are still the most popular varieties. Many Ukrainians buy cheese products.
Ukrainians are gradually becoming more open to products with a long ripening period, such as parmesan or cheddar.
Hard cheeses are the largest category in the cheese market. According to experts from the FINE branding and marketing agency, its annual cost exceeds billions of hryvnias. Experts point out that small specialized shops or kiosks are a very important marketing channel for cheese. Their offerings are very competitive in price and are additionally supported by numerous price offers, including not only private labels. Packaged goods are popular because larger chains rarely sell them in any other form. The most popular, especially in large cities, are packaged cheeses. Nowadays consumers do not want to waste time, so small portions of cheese, sliced and aesthetically packed, are ideal for them.
For Ukrainians, when shopping, the most important thing is the type of cheese, its taste and price. Marketing research clearly shows that consumers are also driven by the brand, but this is secondarily. Cheese with large holes is synonymous for many with high quality hard cheese, and sales of lactose-free and gluten-free cheeses are also on the rise.
The premiumization trend is important as Ukrainians seek increasingly sophisticated products. Unfortunately, not everyone can afford it - many studies show that when it comes to buying cheese for sandwiches, most consumers are still looking for low prices and promotions in the first place. However, these are not the key factors. Price is one. of the most important elements when choosing a product, but it is such that if the cheese is of good quality, the consumer will buy it again, and if the cheese is bad, the buyer will no longer buy it.
Convenience is important. The trend towards convenience in this category began even before the name was coined. Convenience has become one of the main criteria for choosing a product.
That is why cheese is gaining popularity - sliced, grated, cubed. Packages from 100 g to 1 kg are popular - family packing. It is predicted that the most popular among consumers will be sliced cheeses in packages of 150 grams.
Cheese sticks will be fashionable. In line with current consumer expectations, the category of cheese snacks may turn out to be an insanely popular segment of the market. For many years in the United States and in Europe, children have been receiving cheese in the form of individually wrapped sticks to school. We, in Ukraine, rarely find such products, we have not yet in the habit of eating them, but this is a good and profitable opportunity for many businesses. With the fashion for healthy eating, food on the go, and the fashion for healthy snacks, their sales will surely increase. The modern challenge for many manufacturers is the correct selection of a product for its target audience. As for dairy products, it is important to make them suitable for the tastes not only of children, but also of women, men, athletes, allergy sufferers or, from a different point of view, lovers of world cuisine or Ukrainian culinary traditions.
For retailers, it is primarily important to get products that guarantee profit and have a high turnover rate. It is equally important to maintain continuity of the order, the presence of this cheese manufacturer in the media and, finally, the promotion of products to consumers. Small and medium stores do well. discounts or promotions work. Growing sales through this form of promotion requires a tremendous amount of effort, often creative ideas and significant costs. A good way can also be tasting, which always piques the interest of store visitors and encourages them to buy.
If this article was interesting to you and you want to get a more detailed analysis of a certain market segment, please contact our branding and marketing agency FINE in Ukraine (Rivne, Chernigov, Kharkov, Sumy, Kropyvnytskyi and other cities). Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine