A fragrant review of the coffee market in Ukraine from the marketing and branding agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

A fragrant review of the coffee market in Ukraine from the marketing and branding agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine


Coffee is one of the most popular drinks and second only to oil in the world. Every year the inhabitants of our planet drink more than 400 billion cups of this aromatic drink, and the vast majority of us cannot imagine a morning, meeting with friends or going out without it.


The name of the coffee comes from the old Arabic word "gahwa" or "qahwa", which means to relieve fatigue (by force). The word "coffee" includes the coffee tree or bush, fruit, grains, and a drink derived from roasted beans. Coffee belongs to the fruits and seeds of the botanical genus Coffea of ​​the Rubiceae family. Abyssinia is considered the birthplace of coffee and is still found in the wild today. There are about 125 botanical species known in the world. The most important commercial and commercial coffee varieties are grown: Coffeaarabica L. and Coffeacanephoravar, commonly called Arabica and Robusta. These two species are dominant in world production. So, the two most important types - from the point of view of the world economy - are: arabica or robusta. Certainly of lesser economic importance, Liberian coffee (Coffealiberica) accounts for about 2% of the world's coffee beans. There are also hybrid species created by combining other species. Among them, the most important type is Arabusta (Coffeaarabusta), which, as the name says, is a cross between Arabica and Robusta and is used mainly for the production of instant coffee. The list of coffee producing countries includes: India, Vietnam, Colombia, Brazil, Ethiopia, Peru, and other countries. Ukrainian entrepreneurs buy raw materials from intermediaries: in Poland, Italy, Germany.


From a chemical point of view, coffee contains a mixture of substances, including plant acids and caffeine. It is an antagonist of adenosine receptors that are found in many tissues of the body such as the brain, adipose tissue, adrenal glands, smooth muscle, and heart muscle. Caffeine increases blood pressure and homocysteine ​​concentration. Other substances in coffee, such as potassium, niacin and magnesium, have a beneficial effect on glucose and insulin metabolism. The caffeine content depends on the preparation method, preferred strength of the drink, brand of product and type of beans.


Marketing research of trends in the coffee market in Ukraine from the marketing and branding agency FINE


For many years, coffee in Ukraine has enjoyed unflagging popularity, more than a third of us cannot imagine a day without it, and almost half of us drinks it several times a day. A report from the FINE marketing and branding agency shows that more than 1/3 of Ukrainians drink coffee every day (for comparison, 1/5 of Czechs and 1/4 of Austrians and Germans). And although the vast majority of us, as much as 92% drink coffee at home, over the years we have increasingly wanted to drink it outside the home, but we do this much less often than the Austrians, Germans and Swiss.

Ukrainians, like the rest, most often drink coffee at breakfast, but interestingly, the Swiss, Austrians and Czechs, for example, are no less willing to drink coffee at dinner. As you can see from the report of the marketing and branding agency FINE, we love coffee from the vending machine, instant coffee, and coffee with milk, and flavored coffee. Marketing research shows that coffee lovers from many countries are united by the fact that they are willing to prepare it themselves and drink it in a company. This is probably why most people associate it with warmth and joy!


Interestingly, Austrians and Swiss gravitate towards coffee mainly because of its taste, while for Ukrainians it is primarily a source of energy. However, we are paying more and more attention to the quality of the coffee we consume, which relates both to taste and to the conditions and methods of its production.

Instant coffee is the most popular type of coffee in Ukraine (Kiev, Vinnitsa, Kharkov, Sumy, Kryvyi Rih, Lutsk).


The most important criteria for choosing coffee for Ukrainians


Coffee undoubtedly affects our well-being and health. Consumers are increasingly paying attention to the quality and sensory value of the coffee they consume. They appreciate not only its invigorating properties, but also its rich and intense taste. Most often, coffee is drunk at home (74.3%) or at work (41.9%). Consumers often buy the “favorite” brand. They indicate as a factor in choosing a product: taste - 78.4%, price - 50.3%, quality - 45.5%, brand - 42.5% and aroma - 41.3%. Advertising is the least important for respondents - 1.2%. The most frequently chosen coffee brands in Ukraine: Jacobs (55.1%), Tchibo (52.7%), Nescafe (44.3%), Galka, MK Café (24.6%) and Lavazza (20.4%) ... Consumers read labels, and women do it more often than men.


The emergence of new manufacturers on the market greatly influences the interest of consumers in this drink. In order for your brand to start effectively, it is necessary to collect information about the competition and the state of the coffee market; you can order these services from the FINE marketing and branding agency.