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:
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).