Macaroni is still popular among the residents of Ukraine: 96.5% of the population consume this product. And this statistic includes not only products made of wheat flour, but also rice, rye and other products. The production of pasta in Ukraine occupies a leading position in the food industry.
The pasta market in 2017 has undergone a major change from the previous years. More recently, consumers have favored inexpensive pasta as a cheap source of carbohydrates. But the old nutritional norms are slowly becoming a thing of the past, and instead of potatoes and porridge, pasta is taking center stage. A new culture of consuming them is emerging, along with a plethora of recipes and a variety of serving options.
You can read more about the preferences of Ukrainians in the article: Pasta Market Research
Pasta market trends in 2016-2017
Let’s take a look back at the trends we observed in our Pasta Market Analysis-2016:
- decrease in domestic demand;
- reduction in the volume of exports;
- increase in the volume of imports;
- increased competition due to imported products.
You can find out the results of our research in the article: Pasta Market in Ukraine 2016
The situation was significantly affected by importers and the shrinking of one of the main markets – in Russia. This is confirmed by the actual performance of the industry in the reporting period. Compared to 2015, Ukrainian pasta production in 2016 decreased by 11.2%.
Dynamics of flour production in Ukraine, mln tons
Deliveries of imported products to the Ukrainian flour products market increased. Pasta was imported by producers from the EU and beyond:
For one sold pack of imported pasta there are 10 packs of Ukrainian pasta.
Overview of the instant pasta market
In its segment, instant vermicelli holds a strong place:
- “Mivina.”
- “Rollton.”
- “BIGBON.”
“Rollton” and “BIGBON” are owned by Mareven Food Ukraine LLC, and “Mivina” is owned by TechnoCom. In an effort to be in the trend, TechnoCom has expanded its assortment with two types of sweet vermicelli “Mivina Fruktel”:
It seems that this is how TechnoCom decided to gain popularity among children and youth audience. Instant milk vermicelli can be an alternative to quick breakfasts.
Pasta for children in Ukraine: manufacturers and trends
The pasta market offers a huge range of children’s pasta Ukrainian and imported.
The brightly colored packaging of Polish manufacturer Melissa attracts children’s attention:
Here’s a shaped Heinz Vermicelli from the American brand of the same name:
The product is packaged in a colorful box featuring Heinz’s signature colors and character.
And Pasta la Bella BABY by Russian manufacturer LLC “GURMAIOR”:
These pasta shapes are made from durum wheat with added vegetables, eggs. We were interested not only in the composition, but also in the design of the packaging with an “Italian” image.
There are children’s pasta and manufacturers from Ukraine, for example, “Chumak”:
Fun shaped pasta in three varieties is made from durum wheat. Attractive packaging with a brightly colored pattern and figures inside from which children can create a collection.
And here’s Organic Kids Pasta by German brand ALB-GOLD. They are recommended for children from an early age:
The range of pasta products for children pleases with the variety and quality of products offered. Children’s macarons share interesting shapes:
- asterisks;
- bears;
- dinosaurs;
- cars.
The packaging matches the content – often featuring bright colors, interesting pictures and recognizable characters.
We hope to see more domestic products in this niche next year.
Pasta market overview 2017: import-export
In 2017, the share of imported pasta products increased in the Ukrainian market:
Production of pasta products at Ukrainian enterprises for the first quarter of 2017 decreased by 9% compared to the same period of 2016 and amounted to 19.2 thousand tons. And the share of imports more than doubled: by 3.2 thousand tons, and amounted to 5.3 thousand tons.
Brands are firmly established on the shelves:
- Barilla;
- Rigatoni;
- Pasta Reggia;
- Combino.
Solvent consumers prefer products made from the best wheat varieties with bright flavors.
Pasta market overview: manufacturers and TSS
The assortment in Ukrainian supermarkets is represented by brands familiar to us from past reviews of the pasta market:
- “Taya.”
- “Chumak.”
- “Macfa.”
- { “KMF”;
- “Shebekinski’s.”
Interestingly, most brands have in a similar minimalistic design. Without the different logos and signature colors of the packaging, they would be impossible to tell them apart.
If you need truly unique packaging for your product – contact KOLORO!
It is worth noting the growing demand for pasta made not only from durum wheat flour, but also “non-wheat” varieties. The popularization of Italian and Asian cuisine is bringing pasta to our market:
- vegetable, fruit, berry;
- pasta nero made of durum wheat with cuttlefish or octopus ink;
- seaweed pasta;
- spinach pasta;
- soy vermicelli;
- glass (starch) noodles;
- lasagna and cannelloni sheets.
The listed varieties find their buyers, but it is unlikely that they will significantly change the market of flour and confectionery products in Ukraine.
There are more promising varieties that have been appreciated by consumers.
You can bet on them, provided you create a quality product, appropriate packaging and proper advertising support. These include:
- Buckwheat noodles (soba) and pasta made from buckwheat flour;
- rice noodles;
- whole-grain pasta;
- rye pasta;
- corn pasta.
Each region has its own leader and nuances of consumption. KOLORO market research will give you an accurate picture.
Among Ukrainian producers I would like to mention the brand “Svitovitoviy Traditions”, which produces gluten-free pasta products.
The composition of pasta “Svitoviti Traditions” includes flour:
- rice;
- buckwheat;
- corn.
Natural additives give them an unusual color:
- tomato;
- beets;
- carrots;
- celery;
- pumpkin.
We see a minimalistic package design, the task of which is to highlight the unique properties of the product and accentuate the consumer’s attention on its color.
Another company whose products are worth talking about is MAK-VAR Ecoproduct, which produces the Zdorovye line of pasta. It contains coarse whole grain flour and vegetable fiber, which gave the pasta new properties.
We are confident that products like this are just the beginning. After all, the fashion for healthy eating affects the preferences of the younger generation of Ukrainians. The market forecast must be made with such trends in mind in order to offer consumers up-to-date and in-demand products.
Pasta production – a business that is profitable
Stable high consumer demand for pasta prompts many entrepreneurs to think about their own production. With rational planning, the payback period for production is 12-18 months. Risks of financial losses due to product spoilage are virtually eliminated because pasta has a long shelf life.
The equipment can be quickly reoriented to a certain type of pasta products, which will be more demanded by consumers: change the recipe, use different additives.
Do you want to start your own pasta production? Competent marketing strategy from experts of branding agency KOLORO will help to build a profitable business!
Now the pasta market of Ukraine is represented by domestic and foreign trademarks and brands. Some manufacturers target consumers with limited incomes by offering inexpensive pasta. Others work for solvent consumers who are willing to pay for quality and unique product features. These features are worth considering when opening a pasta production facility. A business plan for the production of inexpensive pasta and exclusive pasta can differ significantly.
Analysis of the pasta market has shown that demand remains stable and no significant decline is expected as pasta remains a staple food. But the market of flour and confectionery products in Ukraine is influenced by export-import relations, and producers need to keep their finger on the pulse.
Durum wheat pasta, whole grain and gluten-free products are promising. It’s a narrow niche, but there are enough paying consumers in it. Provided that a quality product is created, the new brand can take a worthy place among competitors in the Ukrainian market and reach the international level.
To keep up to date with market dynamics and trends, contact KOLORO. We will conduct market research in your area of interest, and answer the question: to be or not to be a new business profitable!
