Ukrainian meat market. What are consumers guided by? Review from the marketing and branding agency FINE in UkraineUkrainian meat market. What are consumers guided by? Review from the marketing and branding agency FINE Development Company: AI, Blockchain,

Ukrainian meat market. What are consumers guided by? Review from the marketing and branding agency FINE in UkraineUkrainian meat market. What are consumers guided by? Review from the marketing and branding agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

 

Ukrainians are meat lovers. More than 90 percent of consumers buy meat or meat products, according to the latest research by marketing and branding agency FINE.

The cost of these purchases is several tens of billion hryvnia per year. Nevertheless, consumers are becoming more and more demanding. Pay attention to the packaging, composition, origin of the meat and the place of purchase.

 

Important facts for meat producers in 2020 from the FINE marketing and branding agency in Kiev, Vinnitsa, Odessa, Dnipro and Lviv:

 

  • Pork and poultry are the most consumed meat in Ukraine. The results of the study allow us to forecast by 2021-2022. significant growth in consumption of quality meat and meat cuts, moderate growth in consumption of poultry meat (chicken, turkey) and meat cuts, stabilization at the current level of consumption of beef, pork and sausages from beef and pork. The projected decrease in consumption of meat and cold cuts is about 5% of consumers annually. Beef producers will suffer the most.
  • Ukrainian consumers with the highest level of awareness base their choices on experience, habits and repeatability. They trust manufacturers and familiar brands. They demonstrate the characteristics of loyal consumers. They choose trusted manufacturers, the goods are purchased from a trusted seller. They experiment little. Their focus is on appearance, smell and price - based on their combination, they determine quality.
  • In the case of top quality meat products, the packaging must meet a high aesthetic level, and the surroundings of the purchase process are also of great importance - for many people this is as important as the product itself. Therefore, the staff at stands with meat and meat products should know the customer's needs very well. In many chain stores, salespeople receive specialized training in this area. Consumers are looking more and more at the composition of the product, want to know the expiration date and, of course, appreciate the convenient navigation on the shelf, which gives them full visibility of the famous brands, which saves time when choosing a meat product.

 

What do consumers expect from producers of meat and meat products, and what will they primarily pay attention to? Answers from the FINE marketing and branding agency in Ukraine:

 

Today's consumers read labels. According to research by the marketing and branding agency FINE, consumers check: shelf life (92% of consumers), price (71%), weight (55%), type of meat (51%), meat content in the product (39%), preservatives and others. ingredients (33%), manufacturer's brand (29%), country and region of origin (7%), nutritional value (6%), allergen content (2%).

 

The vast majority of meat is still purchased by weight from the so-called traditional counters, which account for 2/3 of the total sales of cold cuts, 1/3 is the sale of prepackaged meat.

Where will the Ukrainian consumer buy meat?

 

The best place to buy meat products and meat is in specialty stores. According to research, Ukrainians buy about 29.7% of meat and 23.6% of sausages in such stores. In ordinary grocery stores, the purchase of meat accounts for 22.5%, meat cuts - 22.9%. In supermarkets we buy 16.7% of meat and 20.3% of sausage products. Each of these distribution channels has its own pros and cons. Selling meat products in supermarkets provides greater access to new customers, but on the other hand, the ability to influence sales and communication with the buyer is limited.

 

It is important for entrepreneurs who have chosen this market to know that most often consumers of meat products buy them several times a week - more than half (58%) of respondents say this. Most of the respondents (19%) put meat in the basket once a week. Interestingly, as many as 13% of us buy meat products every day!

 

The majority of Ukrainian manufacturers prefer direct sales in their own network of branded stores. Although the costs of running a store are high, the manufacturer has a greater impact on promotion, sales and customer loyalty, provided the business is well thought out and well organized. You can order a strategy for the development of your own point of sale, your products, its advertising and promotion at the FINE agency in Ukraine (Zhitomir, Kiev, Lvov, Zaporozhye, Sumy, Ternopil, Kherson and other Ukrainian cities).