Market analysis of small-scale women’s vegetable farming in Kyiv region

The study made it possible to identify the current range of fresh and processed vegetables, the average cost level of setting up processing operations, potential packaging options, and sales channels. An analysis of existing sales points showed that the most attractive distribution channels for home-grown produce include local markets and fairs, residential community chats in Kyiv housing complexes, as well as online channels (Instagram and Facebook pages).

Additional sales opportunities may be created through cooperation with HoReCa establishments, as well as through forming cooperatives with other entrepreneurs to build wholesale batches and supply products to companies engaged in bulk purchasing.

Processed products such as fruit leather, chips, spices, dried vegetables, and vinegar offer high added value. Promoting such goods requires additional expenses for packaging, branding, and creating engaging content.

Based on the analysis, recommendations were provided regarding product assortment and vegetable processing options for small businesses, and key risks and opportunities for business development for women in the vegetable farming sector were outlined.

The full version of the article is available only in Ukrainian via this link.

The market research text in Ukrainian is available via the link.