Dairy market in Ukraine - research of modern trends from the marketing and branding agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

Dairy market in Ukraine - research of modern trends from the marketing and branding agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine


The dairy market remains promising. Research agency FINE forecasts an average annual growth of 1.5% in subsequent years, until 2021. Manufacturers must constantly work on the proposal to attract the attention of consumers.

Below are the most important trends and directions possible for the development of the dairy industry.


7 most important marketing trends and directions for the development of the dairy industry in Ukraine:


  • Reducing the amount of added sugar - in the dairy industry we are seeing ideas to find an alternative to sugar, but at the moment sugar-free products are a niche that is not yet developing dynamically. Due to the strong trend towards clean labeling, the dairy industry often rejects artificial sweeteners and E supplements. We are also seeing a steady increase in demand for supplements for dairy products such as vegetables and fruits.
  • High protein foods - a trend that originated in the USA thanks to Greek yoghurts, spread in Europe and became a trend, including in Ukraine. Dairy companies are looking for solutions to create high-protein products, targeted primarily at physically active people who care about their bodies.
  • Clean labeling is a very strong trend that extends not only to existing products, but dairy companies and retailers are also creating a separate clean label category for the people who read them. It should be added that, in addition to the clean label, dairies also pay attention to the short label, for example, strawberry yogurt will contain only: milk, bacteria, sugar, strawberries.
  • Crossing - In the dairy industry, this trend does not seem massive, but promising. We are seeing efforts to develop new mixed products (milk + tea), cakes (cheesecake, apple pie, biscuit) and dairy + muesli. We are also seeing a trend towards combining milk and sweets, especially in baby products.
  • New tastes are an eternal trend. All the time dairy companies are looking for new flavors and new additives. After fruit, we see the dairy industry's interest in aromas and extracts of floral origin.
  • Alternatives to dairy products - the growing popularity of vegetarianism and veganism is generating interest in "milk" of plant origin (almond, coconut, soy). In Germany, 20% of the population is vegans and vegetarians. Companies were created that exclusively produce "milk" of plant origin. This trend is firmly entrenched, especially among young people.
  • Non-GMO - a trend that is developing strongly, especially in Western Europe, it is the trend of using non-genetically modified raw materials. Organizations have already been created in the world that audit all suppliers and issue certificates for all raw materials used in the production of dairy products. The problem here is that many countries create their own regulations for non-GMO products, so each country has a separate certificate.


According to research by the branding and marketing company FINE in Kiev, Vinnitsa, Odessa, Dnipro and Lviv, most dairy products are routine purchases due to the high frequency, as well as due to stable demand. The study shows that people consume dairy products because they are suitable for direct consumption (44%) and because of habit (42%). The majority of consumers say that they cannot be replaced with other foods (26%) and that they contain essential nutrients (25%). Health aspects are important (24%). Among dairy products, milk and yogurt are the most popular among respondents. On the other hand, the least bought dairy products are kefir, blue cheeses, and dairy desserts.

In the hierarchy of factors that determine the reason for buying dairy products, the most important are sensory impressions and shelf life. An obstacle to buying such products is the high price and short shelf life.

The packaging of a dairy product, according to the respondents, should, above all, be convenient to use, ensure the freshness and safety of the product.

Almost half of people do not pay attention to the information about the certificates received by the manufacturer, confirming the use of quality and safety management systems in the production of dairy products.


FINE branding and marketing agency in Ukraine (Dnipro, Vinnitsa, Kharkiv, Chernigov, Nikolaev, Zaporozhye) will provide you with the opportunity to effectively promote and develop your business, the list of agency services includes advertising, promotion, marketing research, packaging and label design, and much more. 

Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine