Branding agency KOLORO has conducted a market research of meat and sausage products market in Ukraine, the purpose of which was toidentify the latest market trends, identify the main “players” and market leaders, as well as to study the preferences of consumers of meat and sausage products.
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| \t\t\t\t\tBranding agency KOLORO – will professionally conduct a marketing research (market analysis, competitor analysis, target audience research, etc.), as well as develop a concept of positioning your brand, rebrand your brand, and develop a strategy to promote your brand in the market! |
Market overview and key trends
The volume of meat production in Ukraine in 2011-2012 increased significantly: pork production increased by 47%, poultry production by 10.2%, beef production by 12.6%.
Due to the high growth rates of meat production, in some segments of the market there is an excess of supply over demand (for example, in the poultry segment), which in turn leads to lower product prices and the search for new consumers abroad (over the last year, exports of meat products increased by 13.5%).
The growth rate of sausage products production averages 20-22% per year. The share of imported products in the Ukrainian market of sausages and sausage products does not exceed 1-2% (the main importer is Belarus). The quality of domestic meat and sausage products still does not fully meet the demands of customers.
Review of meat prices
Prices in the market of meat products of Ukraine as well as production volumes have a constant tendency to increase. Prices for beef increased from 30-35 UAH (per 1 kg) to 45-50 UAH and higher, and for pork – from 30-40 UAH, to 50-60 UAH/kg, and in some regions – up to 65-70 UAH per kg. Prices for poultry meat increased to 30-40 UAH per 1 kg.
Structure of the Ukrainian meat market
- Pork – 43%;
- Poultry meat – 31%;
- Beef and veal – 26%.
Sausage market structure
- Cooked sausages – 41%;
- Sausages and wieners – 23%;
- Semi-smoked sausages – 15%;
- Boiled smoked sausages – 3%;
- Raw smoked sausages – 3%;
- Smoked meats – 8%;
- Other types of sausage products – 7%.
Market leaders
About 84% of the national volume of meat products in Ukraine is produced by 35 enterprises (16% of all producers in Ukraine).
The most popular brands of meat products manufacturers in Ukraine:
- Favorit Meat Factory (TM Dobrov, TM Myasnaya Lavka, TM Sausage Row).
- “Globinsky Meat Processing Plant”.
- Meat processing plant “Yatran”.
- Ukrainian Bacon Enterprise.
- Yubileiny Meat Processing Plant.
- “Lugansk MK”.
- “Kremenchugmyaso”.
- PJSC “Mironovsky Hliboproduct” (TM “Nasha Ryaba”).
- Druzhba Narodiv TM.
- TM “Bashchinsky”.
- Trademark Idex.
- Trademark Easy.
- Marshmallow trademark.
- Trademark Meyasko.
- Trademark Our Product.
- Pan Kurchak’s trademark.
- ONISS trademark.
- Rusanko’s trademark.
- Taras Bulba trademark.
- Wakula’s trademark.
- TM Chernivtsi sausages.
- VK&K TM.
- TM “Family Style”.
- Tulchin TM.
- Farro TM.
Consumer portrait (main segment):
The main consumers of meat and sausage products in Ukraine are women aged 25 to 60 years, most often married, shopping for the whole family, with income per 1 family member from 1500 to 2500 UAH.
Product selection criteria
According to the results of a survey of consumers, when choosing products, they are primarily guided by the following criteria:
1st place – flavor and product quality.
2nd place – price.
3rd place – brand awareness.
4th place – advice from friends, advice from a salesperson.
Analysis of consumers of the meat products market
The majority of respondents (63.1%) buy meat and sausage products at the prices of the middle price segment of sausage products in Ukraine: cooked sausages – 50-55 UAH/kg, sausages and wieners – 35-45 UAH/kg, cooked-smoked sausages – 45-60 UAH/kg, raw-smoked sausages – 65-90 UAH/kg.
As for meat products, despite the price growth, the share of pork consumption increased significantly (by 17%) and the share of poultry meat consumption decreased by 14.3% as compared to 2011.
Places of purchase: 47% of respondents purchase meat and sausage products in supermarkets and self-service stores; 38% of respondents purchase products in specialized stores and kiosks from meat processing plants; the remaining 15% of respondents purchase products, as appropriate, in regular grocery stores, markets, etc.
Summary
Based on the results of the study, the following conclusions can be drawn:
The market of meat and sausage products in Ukraine tends to grow in volume, but at the same time domestic enterprises constantly raise prices and are significantly inferior in quality to imported products. Therefore, in the future there may be an increase in imported products on the Ukrainian market from 1-2% to 10-12% (the main importers will be Russia and Belarus).
In terms of consumption structure according to the latest data, pork meat products are in the 1st place, and in the sausage market – cooked sausages, wieners and sausages.The leaders of the meat market in Ukraine are: Meat Factory “Favorit”, “Globinsky Meat Processing Plant “, Meat Processing Plant “Yatran”.
The main criteria of product selection for consumers are: taste and quality of products, price and brand awareness. Themain places of product purchase are: supermarkets and specialized stores. The greatest demand is for products in the middle price segment of the market.
What is the secret of leadership of brands “Meat Factory “Favorit”, “Globinsky Meat Processing Plant” and Meat Processing Plant “Yatran”?
According to the results of the research and statistical data on the market of meat products in Ukraine can be distinguished three leaders: Meat Factory “Favorit” (TM “Dobrov“, TM “Myasnaya Lavka “, TM “Sausage Row”),“GlobinskyMeat ProcessingPlant”,Meat Processing Plant “Yatran”. What are the peculiarities of these manufacturers and what is the secret of their success in the market? Let’s talk a little about the leaders.
Meat Factory “Favorit”is a large meat processing enterprise. The enterprise produces a wide range of sausage products: cooked sausages, sausages and wieners, cooked hams , semi-smoked, cooked-smoked and raw-smoked sausages, pates and meat delicacies. The process of meat production is carried out with the use of the most modern equipment. Thanks to the use of vacuum cutter, cooked sausages are characterized by elastic consistency. And smoking and cooking chambers “Schaller”, provide the factory with the ability to create an optimal mode of heat treatment of sausages. Automatic labeling machine “TAVIL” allows to produce sausages with a bright label, which distinguishes the factory’s products among competitors. The factory’s products are produced under three trademarks: TM “Dobrov”, TM “Myasnaya Lavka“, TM “Sausage Row”.
Globinsky Meat Processing Plant“. The leading producer in the meat and sausage market of Ukraine. The assortment of its products – sausages, delicatessen and semi-finished meat products – includes more than 200 items. The taste and quality of TM “Globino” products have earned the highest awards at national exhibitions and competitions. “Globinsky meat processing plant” is a repeated winner of tasting contests “Prod-expo”, “Producer of the best domestic goods”, all-Ukrainian competition of product quality “100 best goods of Ukraine” and others. Products of “Globinsky meat processing plant” are produced on modern high-tech equipment of the latest generation of leading foreign and domestic firms of meat products. Trade mark “Globino” is reasonable prices, favorable promotions, large-scale tastings. “Globino” cares about its customers and strives to prove the quality of its products in practice.This all forms the “secret” of the popularity of the brand.
Yatran trademark is one of the leading manufacturers of food products in Ukraine. Products produced under the trademark “Yatran” are manufactured exclusively on modern equipment, in accordance with European quality standards. In the production process, the trademark “Yatran” uses only selected chilled meat of the highest grades, passed a thorough radiation and chemical and bacteriological testing in the best laboratories, under the supervision of professional experts. Most of the products of “Yatran” trademark are packed in multilayer film, which ensures guaranteed freshness and hygienic safety of the product. On the account of the brand “Yatran” many achievements and victories in competitions, thanks to the high quality of products. The product range of TM “Yatran” offers the largest number of items in accordance with GOST (DSTU): sausages, sausages, wieners, hams, smoked meats, pates, slices, dumplings and dumplings.
All three leading brands under consideration place the main emphasis on those product features that are most important for consumers: Quality and Taste! This positioning is the secret of success, which is also supported by reasonable prices and a wide range of products. The brands have created an optimal ratio between price and quality and have chosen the right positioning oriented to the target consumer!
