We have analyzed the segments of the cereal market for Zhmenka brand as part of our market research study:
- plain cereal
- instant croup (ready to cook)
The study included 13 Ukrainian and European brands. We’ll talk about each brand, ways to communicate with consumers, and package design.
By the way, you can read about the consumer basket of Ukrainians, insights and consumption of cereals here .
Market overview of conventional cereals
Common cereals are rice, buckwheat and other cereals that have not been heat-treated beforehand. Companies in this segment are distinguished by:
- “Attuale” and “Trapeza” (“Dubai product”)
- “Best Alternative and World’s Rice.
- TM “AUGUST” (August-Kiy Ltd.)
- Khutorok TM (“Native Product”)
- OOO “Terra”
- Zernovita
The average cooking time for regular cereals is 25-40 minutes, as indicated on the package.
Cereals from Attuale and Trapeza
Product category: soft-packed cereals.
Talking about themselves:
Attuale Trading Company is not just a food manufacturer, but a brand that has implemented advanced methods and technologies in the processing and packaging of raw materials. As a result, choosing “Attuale”, you get a quality, tasty and safe product that you want to buy again and again!
“Trapeza” is the result of innovative production technologies and health care. We value the culinary traditions of every family, so we have created premium products for you, which is reflected not only in their taste, but also in their convenience and aesthetics.
Packaging: Promote convenient packaging. There is not much text, there is the name of the series “Premium, Traditional, Exotic”, cooking time, weight and the slogan on the logo – Attuale Harvest.
Website: Simple and small, with links to social media, a recipe section and an online store. 4 language versions. Adaptive. It looks modern.
Social Media:
- Facebook – 8045k Videocover. The texts and pictures are good, but the page is not maintained regularly. The likes and comments are few.
- Instagram – 6,049 thousand The situation is better, although the page is not regularly maintained.
Best Alternative, World’s Rice.
Product category: soft-packed cereals.
They say about themselves: BA – delicious, wholesome products of the mid-price segment.
WR – high quality, wholesome and delicious products of the highest grade. Disguised as an export brand.
Packaging: BA – neutral, calm, simple packaging. Unassuming, not clingy or annoying. It is oriented to a broad CA.
WR – Recognizable, stylish, premium packaging – according to the stated price segment. The design is aimed at people who care about image and who care about their own status and authority. The focus group rated the packaging highly.
Website: outdated, non-adaptive, there are two language versions and links to social networks.
Social media: is there, but not evolving.
- Facebook – 62 people.
- Instagram – 8 people.
- Youtube – 3 recipe videos, very few views.
Sponsor the athletes – the Pankration team.
Read more: Dried snacks in Ukraine: Analyses and segmentation of the target market, Trends
August-Kiy TOV:TM AUGUST
Product category: soft-packed cereals.
They say about themselves: Providing the population with basic food products at affordable prices in convenient packages. Support of Ukrainian manufacturer. A guarantee of a healthy and wholesome diet, health and longevity. Similar slogan – “100% kakosti”, on some packages – “7 stages of kakosti control”.
Packaging: Mark about production in Ukraine, infographics about cooking time, weight.
Website: Emphasis on Ukrainian raw materials and local production, traditions. The design is outdated, overloaded with information. Certificates take up a lot of space on the home page. 3 language versions.
“Native Product: Khutorok TM
Product category: soft-packed cereals.
They say about themselves: The company “Rodnoy Product” is a member of the largest national association Ukrainian Food Company “UFC”, one of the three leaders of the Ukrainian market among producers of consumer goods. The positioning is built around Ukrainian family traditions, appealing to hostesses.
There’s a jingle in TV commercials that is very infectious, people know it and hum it involuntarily (supermarket observation).
Packaging: Plain, with a combination of blue and yellow, with viewing window. The packaging only shows the weight and type of product, no slogan or infographics. Recognizable, traditional, in Ukrainian style, with no pretensions to originality or premiumity.
Creative in Media: The ad targets traditionalists – clips show a mother and daughter baking bread. For bread there is a legend about the baker and a slogan – “My tisto is not plyve – “Khutorok” will not let you down”.
There was a mention on 1+1 “Zhyttya ne deception”, which pasta is the safest. Media releases have been a long time coming.
OOO “Terra”
Product category: Instant porridge, Granola, RtC, Soft pack cereals, Cooking cereals, Cooking bags
They say about themselves: Health benefits and high taste qualities of TM “TERRA” products are a significant merit of careful organization of production and strict adherence to quality standards. The slogan is “A Taste of Healthy Living.”
Packaging: Reminiscent of supermarket STM – many elements, the composition is not formed. Lots of elements that loosely match: colors, fonts, infographics.
Website: simple, adaptive, there are social media buttons, Russian language only.
Social media:
- Facebook – 3,836. Videocover, likes between 10 and 50 on average under a post. The content is interesting, engaging, and can be taken as an example. A lot of useful and interesting texts, not banal presentation of information about the company, there is a section with video recipes.
- Instagram is undeveloped, 195 followers
Media creativity: On Youtube, a collection of video recipes, about 30 thousand views on average per video.
The Facebook video has an interesting message – a story about a pregnant girl who eats the brand’s products and exercises. There are workout tips on Instagram.
Zernovita
Product category: Breads, Soft-packed cereal, Oat Flakes
They say about themselves: “Zdorová ízha – zdorové zhyttya!”, there is an organic line. “Zernovit products that will help you eat healthy. In the production of Zernovit’s products we use selected varieties of cereals and only natural ingredients”. There’s an eco message, they talk about the benefits of paper-based eco-friendly packaging.
Packaging: the yellow color stands out against the red mass, the logo is unusual, the composition is neat, though ordinary.
Positioning: Production of grits of TM “Zernovita” is focused on selected varieties of cereals. We purchase only from reliable suppliers, the quality of which is verified by long years of cooperation.
Read more: Dried snacks: Market Size and Manufacturers in Ukraine
There is outdoor advertising with ki vijual, posters are in the subway, in escalator tunnels and on platforms.
There has been an interesting series of posts about healthy and unhealthy foods. Not promoted, not enough likes.
Website: The site is creative, interesting, concise, user-friendly, can be considered as a reference. You can pick up a recipe, there is a calculator with calories, a mini-appeal “Harchuemosya correctly”. There is only one language, the Facebook link is hidden at the bottom of the site (in the footer). Cereal packs in 3d format. In the button product catalog: where to buy (wholesale, retail) and recipes.
Participate in sporting events – marathons, bike rides, etc.
Market overview of instant cereals (ready to cook)
Quick-cooking cereals are made by grinding grains into small fragments. The finer the grain is processed, the faster the cooking time. The average cooking time for quick groats is 5-15 minutes. Companies in this segment are distinguished by:
- “Riso Scotti.”
- “Rovno-torg– TMPervotsvitand TMSmachna Kitchen
- “Ahundred poodles.”
Large Riso Scotti brand
Product category: RtC, rice, breads, products for vegans
They say about themselves: The company started with rice, but now they have a wide range of cereals, have vegan products (milk) and a catering division of the company. The company is over 150 years old. The company is creating a culture of rice consumption (in its own words)
Slogan – “Quality lies between history and technological innovation”
Packaging: they bet on the blue color, it is in the logo and in the background of the packs, there is a photo of serving and a viewing window. There’s a chef in the logo.
Website: there is no Ukrainian site, the Italian site is informative, with links to social networks, a store and two language versions. there are subdomains with information about China (home of rice)
Social media:
- Facebook is big, not too active – 27,000 people, about 30 likes.
- Instagram-over 3k people, interesting, not too active. Content is branded, there are infographics, store on Fb.
Media content: Youtube is small, 300 people, has videos from trade shows and commercials, a video about RtC, a man cooks.
Brands from “Rovno-torg”: TM “Pervotsvit” and TM “Smachna Kukhnya”.
Product Category: RtC
They say about themselves: “The activity is aimed at creating products that meet all the requirements of our consumer and high quality standards. Customer confidence is important, so our company’s products are natural ingredients, unique formulation and quality packaging”. “Helping hostesses realize their culinary fantasies.”
Slogan – “Let’s savor life!”
Packaging: With branded top and transparent base, non-premium. But inspires confidence because of the transparency.
Website: outdated, non-adaptive, 3 languages (English, Russian, Ukrainian), no links to social networks. There is a product catalog and information for wholesale buyers.
instant cereals from TM “Sto Pudov”
Product category: RtC, soft-packed cereals, prepackaged bags.
They say about themselves: “One hundred poods” – goods necessary for everyone. The strategy of the brand is to produce products, taking into account the needs of each category of consumers and the most diverse life situations. “Sto pudov” always strives to develop a convenient and practical product, leaving the priority of product taste and optimal pricing policy.
TM “Sto Pudov” is produced in lines that carry an idea and target load for the consumer: cereals in traditional, economy, mini and premium ranges, products for healthy eating, meals for convenient preparation, ready-made baking mixes, flour and starch, muesli and cereals, kits for cooking holiday meals, travel kits, dacha kits, emergency kits, as well as canned milk and meat, nuts and dried fruits, pasta, grocery group goods and other related products.
Packaging: With branded top and transparent base, non-premium. But inspires confidence because of the transparency.
Website: adaptive, relatively new, although the large banner is not a good solution, outdated design. There are links to social networks and three language versions – Ukrainian, Russian, English. Separately, there is a store on the partner’s site.
Social media:
- Facebook – 706 – inactive audience, likes and comments are almost nonexistent
- Instagram – 846 followers. Inactive, uninterested. Videos have up to 200 views and posts have about 20 likes
- Youtube – videos have between 30 and 2000 views. A video about comfort food is in the hat
Most of the Ukrainian croup market is made up of domestic companies. According to customers, the sign of a quality brand is modern packaging with a viewing window – to assess the quality of the product. An important aspect in brand selection will be the availability of educational and informative videos, interactive social media content, memorable posters, etc.
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