Seed market in Ukraine. Production and consumption
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Sunflower seeds are quite a favorite product in Ukraine. Roasted sunflower seeds are classified as a snack products (ready-made dry products that can be snacked on the go). Due to different ways of roasting and adding salt, they get different taste, aroma and aftertaste.
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Probably every person has eaten seeds. After all, the cost of them is not great and it is very easy to find them (if earlier seeds were roasted at home or bought from grandmothers on the street, now you can buy roasted seeds in a package in any store, kiosk, supermarket).
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According to experts, domestic seed producers earn an average of $50 million annually. Why such interest in roasted seeds? It’s simple: production costs are low, and demand for a traditional product is growing every year. Seed segment in the overall snacks structure is growing due to the decrease in other segments, in particular, in the segment of nuts and pistachios. Since nuts and pistachios are more expensive products, Ukrainians have started to abandon their consumption and switch to economy-class products, i.e. roasted seeds. New brands are constantly appearing on the market, and even large companies are starting to market roasted seeds.
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In addition, the export of domestic roasted seed products is very profitable. Exports to Russia, Georgia, Azerbaijan, Armenia, Iraq and the Baltic States are already underway .
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Roasted pumpkin seeds and white sunflower seeds are starting to gain popularity.
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Manufacturers prefer to cooperate with retail chains and distributors. In addition, companies often resort to unusual marketing methods in order to increase sales of their products and increase brand recognition. For example, for example, Snack Export attracted grandmothers selling roasted seeds on the street. In addition to fried seeds, they provided the grandmothers with aprons with branded symbols. And the Druzhkivska Food and Beverage Factory company reached an agreement with the Shakhtar soccer club and started to market fried seeds under the brand (logo) of the soccer club.
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There were plans to install seed vending machines in Ukraine. Such machines (like coffee machines) cost about a thousand dollars, and if they were installed in the right place, they would pay for themselves in just a couple of months. This is provided that the machine will sell 200 servings of seeds daily at 4 UAH per serving. Such calculations are taken on the basis of comparison of the machine of roasted seeds with the machine selling coffee. Is there a prospect for this direction? Most likely, yes.
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Packing of roasted seeds
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You remember when seeds were still sold on the street, and then came the innovation of packaged roasted seeds. What, it seemed, could be even more absurd: to pack ordinary seeds and sell them? But, as it turned out, this direction was very promising, because packaged seeds are better stored, retain their properties, and it is much more convenient to just snap them. The annual growth of the roasted seeds segment indicates that this market will continue to grow in the future, which will attract new market players.
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Today, producers of roasted seeds pack them in polypropylene bags with two horizontal and one vertical seam. It is cheapest to produce bags made of transparent tape, so it is worth producing such bags, if, of course, consumer demand and the market situation allow it.
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Companies try to stand out on the shelves with bright and new packaging, and some succeed. In addition, companies compete on product quality and price. Some manufacturers produce premium products, but they are not popular because of their high price.
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Some creative seed packets:
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In Ukraine, the most favorable packaging of roasted seeds is economy packaging: the price is comparatively lower, but the weight is greater.
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Seed packs come in different weights, ranging from 30g to 350g.
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Producers. Main brands of roasted seeds in Ukraine
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The current market leader is Snack Export with the Semki trademark. Other producers are small regional companies.
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The most popular brands of roasted seeds in Ukraine:
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- SEMKI (“Snack Exports”);
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- From Homka (“Leader Snack”);
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- STAKAN;
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- Dr. Luzai;
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- Luskunchik-smakunchik;
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- Yuzovsky (“Citron Plus”);
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- Brutal;
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- Trumps;
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- Sontze;
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- TATO;
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- Zahid;
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- Pirate;
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- and others.
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Snack Export Company produces roasted sunflower seeds and kernels under the SEMKI trademark. Since the company was one of the first to enter the market with this product, it has managed to win quite a large segment of consumers. Today SEMKI is the market leader in the roasted seeds category.
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SEMKI TM products are always of high quality. Bright yellow packaging, packing of different weights and active marketing program of the company create a good support for the national brand. In addition, the products are also sold in foreign markets. Exports are carried out to Russia, Moldova, Belarus, Transnistria, Kazakhstan and Uzbekistan.
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The product line includes:
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- roasted seeds (in packs of 70, 100, 200 and 350 g.);
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- Premium roasted seeds (60 and 90 g.);
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- roasted salted seeds (60 and 100 g.);
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- sunflower kernels (30, 50 and 100 g.);
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- salted sunflower kernels (30 and 50 g.);
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- roasted pumpkin seeds (60g packet);
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- as well as a brand new product on the Ukrainian market – fried sunflower kernels with bacon flavor.
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Zverskie Company markets roasted seeds under the trademarks “Bobrovskiye”, “Zverskie”, “Zolotoy Yarlyk”, “Trump”, “To Beer”.
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“Zver‘s” and “Bobrov‘s” seeds have unusual packaging with the main character Bear and Bobr, respectively. On the back of the packet are drawn comics with their participation, which should attract potential buyers – active young people under 25 years old. “Zverskie” and “Bobrovskie” are available in packs weighing 60 (sunflower kernels), 90 and 180 g (roasted seeds).
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“Golden Yarlyk” is the best selected roasted seeds for real gourmets and connoisseurs of quality. Available in a packet weighing 150 g.
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“Trump” roasted seeds are positioned for people who love excitement, because on the packaging is drawn Mrs. Fortune, who will always be on your side. The package weighs 90 and 180 g.
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“To Beer” are salted roasted seeds, available in 90g and 180g comic book packaging (similar to Beastly).
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Leader Snack Company produces seeds under the trademark “From Khomka“. Seeds of this TM are very popular among Ukrainians (on the second place after TM SEMKI). The best selected raw materials are used for production, and processed using a unique and modern technology of electric roasting. The seeds go through several stages of purification, which allows to increase their quality and achieve the best purity.
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The product line includes:
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- roasted seeds (in packages weighing 60, 100, 180 and 270 g);
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- roasted seeds with iodized salt (60 and 100 g package);
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- roasted elite seeds (package 60, 90 and 150 g.);
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- sunflower kernels (pack of 50 g.);
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- sunflower kernels with iodized salt (50 g.);
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- roasted pumpkin seeds with iodized salt (60 g.).
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The enterprise “Energomash” produces roasted seeds under the TM “Semechek STAKAN“.
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The product line includes:
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- roasted seeds in packs of 80, 120, 180 and 240 g;
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- roasted salted seeds (60, 90 and 120 g);
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- pumpkin roasted seeds (60 and 120 g.).
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The company also released new products to the Ukrainian market: mix of fried pumpkin seeds and sunflower seeds, mix of fried seeds and peanuts, salted mix of seeds and peanuts.
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The company “Natura” releases to the snack market roasted seeds under the brand name TATO. The products are characterized by excellent quality, and have managed to prove themselves in the Ukrainian market. Fried seeds are made of high quality raw materials using the latest technologies. In addition, the finished products are also subject to strict control.
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TATO product range:
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- Turkish roasted seeds (40, 80, 160 g pack);
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- roasted sunflower seeds with spices (pack of 70 g.);
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- roasted pumpkin seeds extra with salt (pack of 50, 100, 200 g.);
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- roasted sunflower seeds with salt (pack of 50, 100, 200 g).
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In any case, bright and beautiful packaging attracts the attention of customers. If you sell your products in original packaging, your products will definitely be in the minds of consumers and your sales will increase. But you should not forget about the quality. After all, a low-quality product will not be bought even in a beautiful wrapper.
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Branding agency KOLORO offers you services in developing a unique new packaging and label design. The company has extensive experience in branding, naming and design creation. In addition, we carry out marketing and desk research, register trademarks, print runs of packages and labels.
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