Market research report on meat and meat products (including craft and organic) in Ukraine. 2021 year
| Date of Preparation: | March 2021 year |
| Number of pages: | 78, Arial, 1 interval, 10 pt |
| Graphs and charts: | 24 |
| Tables: | 41 |
| 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) – desk research using the results of a survey
b. General market indicators, calculation of market capacity in 2016-2020 (Production+import-export) - desk research estimation
c. Segmentation and structuring of markets – desk research using survey results
i. By processing methods (for example, milk, cheese, butter, kefir, etc.)
ii. By company size (singling out the share of MSMEs)
iii. by region
iv. By sources of raw materials (households of the population/enterprises)
v. Evaluation of the shadow segment in the market (by interviewing market participants, or by building analytical models) - desk research using survey results
d. Analysis of market trends for agri-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 agri-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. The main market operators (analysis of the MSME segment: who are represented in general and whether there are 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 research 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 - desk research from the calls 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 agri-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, distribution chain participants and experts on market development (the 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 - in a desk way, 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 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. The range of products presented on the market (commodity group - processed product - well-known representatives) - in the office way
10. Analysis of the promotion of agri-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)
11. Conclusions. Forecasts for the development of the market – desk research
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) - desk research
a. SWOT analysis of the market
b. PEST-analysis of factors influencing the market (with an assessment of the degree of influence of the factor)
List of Tables:
1. The number of farm animals in Ukraine as of January 1 of the corresponding year, thousand heads
2. Market capacity of meat and edible by-products in Ukraine, in volume, thousand tons
3. Market capacity of meat processing products in Ukraine, in volume, thousand tons
4. Market structure of meat and edible by-products and processed meat products in Ukraine, in volume, %
5. Structure of the market of meat and edible by-products and processed meat products in Ukraine by sources of raw materials, in volume, %
6. Representation of the main operators in the market of meat and edible by-products with shares in value, %
7. Representation of the main operators in the meat processing market with shares in value, %
8. Livestock market operators
9. Meat processing market operators
10. Beef market operators in Ukraine
11. Pork market operators in Ukraine
12. Lamb market operators in Ukraine
13. Operators of the chicken market in Ukraine
14. Operators of the turkey market in Ukraine
15. Operators of the market of sausages and smoked meats in Ukraine
16. Operators of the meat processing products market (frozen, canned, pates, etc.) in Ukraine
17. Major brands in segments
18. Promotion channels in social networks
19. Geographical structure of exports of meat and edible by-products from Ukraine in 2017 and 2020, in value, mln USD
20. Geographical structure of exports of processed meat products from Ukraine in 2017 and 2020, in value, mln USD
21. The structure of exports of meat and edible by-products from Ukraine in 2016-2020, in value, million USD
22. The structure of exports of meat processing products from Ukraine in 2016-2020, in value, million USD
23. Geographic structure of imports of meat and edible by-products to Ukraine in 2017 and 2020, in value, mln USD
24. Geographical structure of imports of processed meat products in Ukraine in 2017 and 2020, in value, mln USD
25. Structure of imports of meat and edible by-products in Ukraine in 2016-2020, in value, mln USD
26. Structure of imports of meat processing products in Ukraine in 2016-2020, in value, mln USD
27. Average current prices for vegetable products by segments in mass markets
28. Average current prices for sausages, UAH/kg
29. Current retail prices for farm meat products
30. Current retail prices for craft meat products
31. Sales volume in the retail market of mainly consumer goods of daily demand through corporate-type retail chains (FMCG-retail) in Ukraine in 2017-2019, in value, UAH bln.
32. Shares of FMCG retailers by number of outlets in Ukraine for 2017-2019
33. The level of optimality of marketing channels for meat products and processed products in Ukraine
34. The population of the city of Kyiv at the beginning of 2020, by district, people
35. Number of branded stores selling meat and meat products in Kyiv by districts
36. Product range of the main operators of the market of berries and processed products of Ukraine
37. Representation of selected market operators in social networks
38. SWOT-analysis of the meat and meat products market
39. PEST-analysis of factors influencing the market of meat and meat products
40. Segmentation of market risks
41. Map of risks in the market of meat and meat products
List of graphs and charts:
1. Segmentation of the market of meat and edible by-products and processed meat products in Ukraine, in volume, %
2. Segmentation of the meat and edible by-products market in Ukraine, in volume and in value, %
3. Segmentation of the meat processing products market in Ukraine, in volume and in value, %
4. Distribution of entrepreneurs by the presence of a strategy, and the elements it includes
5. Dynamics of export of meat and edible by-products from Ukraine in 2016-2020, in value, mln USD
6. Dynamics of export of meat and edible by-products from Ukraine in 2016-2020, in value, thousand tons
7. Dynamics of exports of meat processing products from Ukraine in 2016-2020, in value, mln USD
8. Dynamics of export of meat processing products from Ukraine in 2016-2020, in value, thousand tons
9. Dynamics of imports of meat and edible by-products in Ukraine in 2016-2020, in value, mln USD
10. Dynamics of imports of meat and edible by-products in Ukraine in 2016-2020, in volume, thousand tons
11. Dynamics of imports of meat processing products in Ukraine in 2016-2020, in value, mln USD
12. Dynamics of imports of meat processing products in Ukraine in 2016-2020, in volume, thousand tons
13. Market prices for meat products in 2016-2021, UAH per kg
14. The level of difficulty in finding customers based on the results of a survey of market players
15. The result of the survey of respondents-consumers in the cities of Ukraine (7 diagrams)
16. Level of self-sufficiency in staple foods in 2019
17. The result of a survey of respondents-consumers in the cities of Ukraine (meat) - Where is the product purchased?
18. The result of a survey of respondents-consumers in the cities of Ukraine (processed products) - Where are the products purchased?
19. The result of a survey of respondents-consumers in the cities of Ukraine - what first comes to mind when it comes to farm products?
20. The result of a survey of respondents-consumers in the cities of Ukraine - Are there possible stop factors when buying farm products?
21. Visibility of support from specialized associations
22. Sales structures by channel in the meat and edible by-products and processed products market
23. Forecast capacity of the meat market in 2020-2025, in value, billion USD
24. Forecast capacity of the meat products market (processing) in 2020-2025, in value, billion USD
