Market research report on the milk and dairy products market in Ukraine. 2021 year
| Date of Preparation: | March 2021 year |
| Number of pages: | 69, Arial, 1 interval, 10 pt |
| Graphs and charts: | 27 |
| Tables: | 23 |
| 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 studied markets
a. Analysis of market development trends (factors of influence on the market, problems and prerequisites for development) - in an office way using the results of a survey
b. General market indicators, calculation of market capacity in 2016-2020 (Production + import - export) - desk valuation
c. Segmentation and structuring of markets - in an office way using survey results
i. By processing method (for example, milk, cheese, butter, kefir, etc.)
ii. By company size (singling out the share of MSMEs)
ii. By region
iii. By sources of raw materials (households of the population / enterprises)
iv. Evaluation of the shadow segment in the market (by interviewing market participants, or by building analytical models) - in an office way using survey results
d. Analysis of market trends for agro-MSME products 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. Analysis of the current level of understanding of the agro-MSME concept of marketing strategy
2. State regulation of the industry. General overview of the legislative acts on food safety in force on the territory of Ukraine with the provision of a list of sources (without legal advice, key information for the formation of a strategy)
3. Main market operators (analysis of the MSME segment: by whom is the segment represented and are there any farms that are interesting for inspection)
a. Analysis of the representation of operators in the market (the largest players, the representation of the MSME segment) - desk method using the results of the survey
b. List of operators in the MSME segment of the studied markets, whose experience will be used in preparing the strategy and their description
c. Highlighting operators named during surveys and focus group discussions
d. Structuring operators (by product segments, specialization, distribution channels, regionally)
e. Communication channels of the main operators
4. Foreign trade in farm products (if available, general overview) - desk method
5. Price and pricing in the market - in an office way with the ringing of key operators
a. Average current prices for products by segments
i. Mass market (supermarkets)
ii. Farm products of trade format 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 a consumer of agro-MSME products (in the B2B and B2C segment)
b. The Impact of the COVID-19 Pandemic on Purchasing Choices
c. Saturation of individual product segments
d. Purchase channels for agri-MSME products and purchasing models in the B2B market
e. Main factors contributing to the choice of agri-MSME products (place, frequency, packaging, branding)
f. Possible stop factors
g. Willingness to buy products at prices higher than in supermarkets
h. Degree of consumer satisfaction with agri-MSME products
i. Analysis of search queries related to farm products
7. Influence of associations, associations, distribution chain participants and experts on market development (result of in-depth interviews and focus group discussions) - a wish to the participants, a vision for the development of the segment
8. Sales channels for products - desk method, based on the results of surveys, quantitative and qualitative interviews, focus group research
a. Description and evaluation of the sales structure by channels (markets, supermarkets, eco-shops, online)
b. Requirements and wishes of MSME channel participants (result of in-depth interviews)
c. Analysis of the location of farm stores in the cities of Ukraine (general analysis of the principles of placement, linking to other stores
9. Analysis of the promotion of agro-MSME products
- analysis of existing channels in general
- Analysis of channels used in the segment by players (online channels)
• Pages in social networks
• YouTube
• Online stores (Prom.ua, Rosette, Flagma)
- analysis of offline channels, existing and prospective
• Forums
• Conferences
• Trade fairs
• Industry associations
• Rating events (if any)
10. The range of products presented on the market (commodity group - processed product - well-known representatives) - in the office way
11. Conclusions. Forecasts for the development of galusi- cabinet method
a. Conclusions and Forecast Market Development Trends
b. Construction of market development hypotheses. Forecast indicators of market development (baseline, optimistic and pessimistic scenario with the definition of influencing factors)
12. Investment attractiveness of directions (by industry) - by office method
a. SWOT analysis of the market direction
b. PEST-analysis of factors influencing the market (with an assessment of the degree of influence of the factor)
List of Tables:
1. Market capacity of milk and dairy products in Ukraine, in kind, thousand tons
2. Structure of the dairy products market in Ukraine, in physical terms, %
3. Production of milk and dairy products (in terms of milk) in households in 2019, thousand tons
4. Consumption of dairy products by rural and urban households depending on the level of cash income in 2019
5. The main companies producing dairy products in Ukraine
6. The main operators of the dairy products market
7. Evaluation of promotion channels in social networks
8. Geographical structure of export of dairy products from Ukraine in 2017 and 2020, in monetary terms, mln USD
9. Structure of export of dairy products from Ukraine in 2016-2020, in monetary terms, million US dollars
10. Geographical structure of imports of dairy products in Ukraine in 2017 and 2020, in monetary terms, mln USD
11. Structure of imports of fruit and vegetable products in Ukraine in 2016-2020, in monetary terms, mln USD
12. Average current prices for dairy products by segments in mass markets
13. Current retail prices for farm dairy products
14. Current retail prices for farm dairy products (craft products)
15. Consumption of milk and dairy products by regions of Ukraine, kg per person per year
16. Distribution channels for dairy products
17. Shares of FMCG retailers by number of outlets in Ukraine for 2017-2019
18. Representation of TOP-10 market operators in social networks
19. Operators in the social network Instagram and their products
20. Operators in the social network YouTube and their channels
21. Product groups of products on the market and their manufacturers
22. SWOT-analysis of MMC of dairy companies in Ukraine
23. PEST-analysis of MMC of dairy companies in Ukraine
List of graphs and charts:
1. Dynamics of the number of cows in Ukraine in 2016 - 2020 million heads
2. Segmentation of the milk and dairy products market in Ukraine, in physical terms, %
3. The structure of dairy production in January-August 2020,%
4. Segmentation of the dairy products market in Ukraine, in physical terms, %
5. Purchase of milk by processing enterprises, thousand tons
6. Dynamics of export of dairy products from Ukraine in 2016-2020, in monetary terms, million US dollars
7. Dynamics of export of dairy products from Ukraine in 2016-2020, in physical terms, thousand tons
8. Dynamics of imports of dairy products in Ukraine in 2016-2020, in monetary terms, mln USD
9. Dynamics of imports of dairy products in Ukraine in 2016-2020, in kind, thousand tons
10. Dynamics of milk prices, UAH / kg, including VAT
11. The structure of the production cost of milk in 2019,%
12. The result of a survey of respondents in the cities of Ukraine through Google forms - I began to spend less on food.
13. The result of a survey of respondents in the cities of Ukraine through Google forms - I began to cook more often.
14. The result of a survey of respondents in the cities of Ukraine through Google forms - I began to go to shops, markets and fairs less often.
15. The result of a survey of respondents in the cities of Ukraine through Google forms - I began to follow nutrition more.
16. The result of a survey of respondents in the cities of Ukraine through Google forms - I began to buy more from farmers and small producers.
17. The result of a survey of respondents in the cities of Ukraine through Google forms - I began to order products online more often.
18. The result of a survey of respondents in the cities of Ukraine through Google forms - nothing has changed.
19. Level of self-sufficiency in staple foods in 2019
20. The result of a survey of respondents in the cities of Ukraine through Google forms - Where do you usually buy milk?
21. The result of a survey of respondents in the cities of Ukraine through Google forms - Where do you usually buy kefir, yogurt, cheese, etc.?
22. The result of a survey of respondents in the cities of Ukraine through Google forms - what comes to mind first when it comes to farm products?
23. The result of a survey of respondents in the cities of Ukraine through Google forms - Possible stop factors when buying farm products?
24. Dynamics of the number of requests for dairy products in the Google search engine in 2020 thousand
25. Sales channels
26. Step-by-step process of promotion of dairy products on the market
27. Forecast indicators of the development of the dairy products market in Ukraine for 2021 - 2023, in physical terms
