Market research report on confectionery market in Ukraine. 2021 year
| Date of Preparation: | October 2021 year |
| Number of pages: | 57, Arial, 1 interval, 10 skittles |
| Graphs and charts: | 18 |
| Tables: | 18 |
| Payment method: | non-cash or cash payment, prepayment |
| Production method: | e-mail or courier electronically or in printed form |
| Report language: | ukrainian, russian, english |
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Detailed contents:
1. General characteristics of the markets under study
a. Analysis of market development trends (factors influencing the market, problems and prerequisites for development) - in a desk-based manner using the results of the survey
b. General market indicators, calculation of the market capacity in 2016-2020 (production + imports - exports) - desk-based assessment
c. Segmentation and structuring of markets - desk-based assessment using survey results
i. By processing methods (e.g. sugar, chocolate, flour)
ii. By size of companies (highlighting the share of MSMEs)
iii. By region
iv. By sources of raw materials (households/enterprises)
v. Estimation of the shadow segment in the market (through interviews with market participants or through the construction of analytical models) - in a desk-based manner using the results of the survey
d. Analysis of trends in the agro-MMSE market from the point of view of experts, market participants and trends identified during the survey - based on the results of surveys, quantitative and qualitative interviews, focus group research
e. Analyze the current level of understanding of the concept of marketing strategy by agro-MMSMEs
2. State regulation of the industry. General overview of food safety legislation in force in Ukraine with a list of sources (without legal recommendations, key information for strategy development)
3. Main market operators (analysis of the MSME segment: who is represented in general and whether there are any interesting farms for review)
a. Analysis of the representation of operators in the market (the largest major players, representation of the MSME segment) - desk-based using the results of the survey
b. List of MSME operators in the studied markets whose experience will be used in the preparation of the strategy and their description 20
c. Highlighting the operators identified in the surveys and focus group discussions
d. Structuring of the operators (by product segments, specialization, sales channels, region)
e. Communication channels of the main operators
4. Foreign trade in farm products (if available, general overview) - desk-based
5. Price and pricing on the market - desk-based method with a call to key operators
a. Average current prices for products by segments
i. Mass market (supermarkets)
ii. Farm products sold at fairs and markets
iii. "Craft" farm products
b. Description of factors influencing price formation
6. Consumers and their preferences (Analysis of survey results and focus group interviews)
a. Portrait of the consumer of agro-MMSE products (in the B2B and B2C segments)
b. Impact of the COVID-19 pandemic on consumer preferences
c. Saturation of individual product segments
d. Channels of purchase of agro-MMSE products and purchase models in the B2B market
e. Main factors contributing to the choice of agro-MSME products (location, frequency, packaging, branding)
f. Possible stop factors
g. Willingness to buy products at prices higher than in supermarkets
h. Degree of consumer satisfaction with agro-SME products
i. Analysis of search queries related to farm products
7. Influence of associations, unions, supply chain participants and experts on market development (results of in-depth interviews and focus group discussions) - wishes for participants, vision of the segment development
8. Sales channels - by desk research, based on the results of surveys, quantitative and qualitative interviews, focus group research (in accordance with clause 8 of the Terms of Reference)
a. Description and assessment of the sales structure by channels (markets, supermarkets, eco-stores, online)
b. Requirements and wishes of sales channel participants to MSMEs (based on in-depth interviews)
c. Analysis of the location of farm shops in Ukrainian cities (general analysis of the principles of location, linkage to other shops) 9.
9. Analysis of promotion of agro-MMSE products
- Analysis of existing channels in general
- Analysis of channels used by players in the segment (online channels)
• -- Pages in social networks
• -- YouTube
• -- Online stores (prom.ua, rosette, flagma)
- Analysis of offline channels, existing and prospective
• -- Forums
• -- Conferences
• -- Fairs
• -- Industry associations
• -- Rating events (if any)
10. Product range on the market (commodity group - processed product - well-known representatives) - by desk research
11. Conclusions. Forecasts of the industry development - desk-based method
a. Conclusions and forecast trends in market development
b. Building hypotheses of market development. Forecast indicators of market development (baseline, optimistic and pessimistic scenarios with the definition of factors of influence)
12. Investment attractiveness of areas (by industry) - by desk study
a. SWOT analysis of the market direction
b. PEST-analysis of factors of influence on the market (with an assessment of the level of influence of the factor)
List of Tables:
1. Capacity of the confectionery market, thousand tons
2. Structure of the confectionery market in Ukraine, in physical terms, % 3.
3. Key operators of the confectionery market in each segment
4. Operators of the SME segment, whose experience will be used in the preparation of the strategy
5. SME operators identified in consumer surveys
6. Structuring of confectionery market operators
7. Geography of confectionery imports
8. Geography of confectionery exports
9. Current prices for confectionery products in supermarkets
10. Current prices for farm confectionery products
11. Current prices for "craft" confectionery products
12. Sales channels for confectionery products
13. Average assessment of sales channels for confectionery produced by MSMEs
14. Availability of pages in social networks of the main market operators
15. Representation of selected market operators on online trading platforms
16. Assortment of confectionery products
17. SWOT analysis of the market direction
18. PEST-analysis of factors influencing the market
List of graphs and charts:
1. Segmentation of the Ukrainian confectionery market in 2020 by type
2. Segmentation of the confectionery market by type
3. Segmentation of the confectionery market in Ukraine, in physical terms, %.
4. Structure of wheat origin by sources of raw materials
5. Dynamics of import of confectionery products to Ukraine in 2016-2020, thousand tons
6. Dynamics of confectionery exports to Ukraine in 2016-2020, thousand tons
7. Segmentation of confectionery consumers
8. Distribution of roles of confectionery buyers
9. Impact of the pandemic on consumer preferences
10. Comparison of production and consumption of confectionery products in Ukraine
11. Channels of purchase of agro-MSME products
12. Segmentation of respondents by place of residence
13. The most common associations with farm products
14. Possible stop factors before consuming farm products
15. Possible stop factors before consuming farm products
16. Dynamics of search queries on the topic "confectionery"
17. Structure of confectionery sales by channels
18. Forecast indicators of market development
