烏克蘭快速消費品市場趨勢分析報告

KeyTrendsonUkrainianFMCGMarkets:2021-2021GfKUkraineKiev,26October2021GfKUkraineLesyUkrainkibulv.34,office601Kiev,UkraineTel.+380442300260

AgendaAgenda GfKataglance

HowFMCGmarkethasreactedtocrisis?

HowisthenewHouseholdbasket?

123GfKataglance1GfKGroup’s:4thlargestmarketresearchcompanyworldwideSales

EUR1,220million(prioryear+5.0%)Organicgrowth:5.5%Employees9,692full-timestaff.ServicesComprehensiveinformationservicesonconsumergoods,healthcare,technicalgoods,mediaandservicesmarkets.Researchknow-how.Marketingconsultancy.Network155companiescover114countries.Marketposition4thlargestinintheworld.MarketpositionmarketresearchcompanyinCentralandEasternEurope.GfKUkrainehistoryGfKUkraineistheleaderofmarketresearch

industryinUkraine170peopleemployedfull-timeover900interviewersnation-wide200operatorsofCATIstudio28regionalsupervisors3154outletsinretailpanel2009GfK-USMrenamedtoGfKUkraine;GfKUkrainewon

atenderonaTAMpanelfor2008-20122006LaunchingGfK’sRetail&TechnologyPanelinUkraine20041995USMwasfoundedasanindependentprivatemarketresearchagency.6people;room–18sq.mBecameoneofleadingmarketresearchcompaniesinUkraine1997LaunchingCAPIforthefirsttimeinUkraineLaunchingCATIstudio2001LaunchingofUkraine’sfirstHouseholdPanel

(ConsumerScan)1999GfK-USMwonatenderonaTAMpanelfor2003-20072002Datacollectionformanufacturers/retailersofaudio-andvideoappliances,majorandsmalldomesticappliances,computerandtelecommunicationhardware,photoequipment.GfKUkraine:StructureCustomResearchRetailandTechnologyCustomizedresearchindifferentspheres;continuoustrackingandanalysisofpurchasingdecisions.Pilot

research,Imageresearch,brandpositioning,Newproduct/trademarklaunch,Testingofelementsofmarketing-mix.

StandardizedinformationforTVmarketplayers.MediaResearchHowFMCGmarkethasreactedtocrisis?2HowFMCGmarkethasreactedtocrisis?

8October2008Includingmorethan60categoriesofproducts(foods,beverage,cleanings&personalcare),whicharemonitoredbyHHpanel,dailyexpendituresonFMCG,mln.UAH

Ukraine,2007-1H2021 2007 2021 2021Source:GfKConsumerTrackingHowmuchhashouseholdspentonFMCG?,(%)1HY20211HY2021FMCGOtherexpendituresSource:GfKConsumerScanIncludingmorethan60categoriesofproducts(foods,beverage,cleanings&personalcare),whicharemonitoredbyHHpanel,av.monthlyexpenditures,mln.UAH

Ukraine,2007-1H2021Howhashouseholdbasketchanged?1HY2021725,3UAH+17,8%Includinginflationrate

0%1HY2009853,3UAHSource:GfKConsumerScanIncludingmorethan60categoriesofproducts(foods,beverage,cleanings&personalcare),whicharemonitoredbyHHpanel,av.monthlyexpendituresonFMCG,UAH

Ukraine:1HY2021-1HY2021(inunits-0.3%)Howhavepriceschanged?1HY2021–>1HY2021Whitefat/lard+68%Tomatopaste +62%Tea +53%Butter +38%Coffee +36%Seasonings+38%Caramel

+29%Chocolate

tablets+29%Water +28%Sauces +28%Ketchup +28%Boxedpralines+28%CSD+27%Fish+24%Meat +19%Juice +20%Milk+18%Eggs +15%Vodka +13%Curds +11%Paste+22%Edibleoil -16%Includingmorethan60categoriesofgoods(foods,beverage,cleaningsdetergents),whicharemonitoredbyHHpanel,

Ukraine:1H2021-1H2021,Source:GfKConsumerSacn HowisthenewHouseholdbasket?3Consumerreaction?BuyingthesameBuyinglessBuyingcheaperTypeof

outlets–componentofbuyingbehavior

%changescomparedtopreviousyearIncludingmorethan60categories(foods,beverage,cleanings/washing,personalcare),whicharemonitoredbyHHPanel

Ukraine:1H2021vs1H2021Penetration

-+

HypermarketsSupermarketsDiscountersSmallstoresOpenmarketsOthersBuyingfrequencySizeofpurchaseSource:GfKConsumerScanExpendituresstructure,%

FMCG Personal

HHCare

Beverages

Foods

careSource:GfKConsumerScanPremiumStandardIncludingmorethan60categories(foods,beverage,cleanings/washing,personalcare),whicharemonitoredbyHHpanel,Valueshares,(UAH)

Ukraine,1HY2021-1HY2021premium

incl.brands,priceindexofwhich

isover120%

ComponentofbuyingbehaviorVolumeperbuyerxxNumberofbuyersFrequencyofpurchasesVolumepertrip+3%+0,6%-2%-1,6%Source:GfKConsumerScanWhatwasthereasonforbasketgrowth?Source:GfKConsumerScanStructureofhouseholdbasket,%1HY20211HY2021MeatFruitsDairyproductsConfectioneryEggsOthersFishfoodsBeverageincl.alcoholBreadCleanings/washing,personalcareFatsIncludingmorethan60categoriesofgoods(foods,beverage,cleanings/washing,personalcare),whicharemonitoredbyHHpanel,av.monthlyexpenditures,%

Ukraine:1HY2021-1HY2021Source:GfKConsumerScanVolumechange,%Valuechange,%Foodmarketsvolumeandvaluechange(%)

1HY2021vs.1HY2021,UkraineWhichcategorieshaveincreased?

Dairyproducts1HY081HY09Value,%Источник:GfKConsumerScan+18%UAHи+5%kgChangesbyvolume,%-+IncludingcategoriesofproductswhicharemonitoredbyHHpanelUkraine:1HY2021vs.1HY2021Whichcategorieshaveincreased?

Beverages1HY08

1HY09Value,%+21%inUAH

and-4%inlitersMilkKefir\ryazhenkaJuicesWaterCSDKvasTeaRoastedcoffeeInstantcoffeeMix&CappuccinoChangesbyvolume,%-+Source:GfKConsumerScanIncludingcategoriesofproductswhicharemonitoredbyHHpanelUkraine:1HY2021vs.1HY2021Whichcategorieshaveincreased?

Alcohol

+17%inUAHand+0,2%inliters1HY081HY09Value,%Changesbyvolume,%-+BeerVodkaWineOthersSource:GfKConsumerScanIncludingcategoriesofproductswhicharemonitoredbyHHpanelUkraine:1HY2021vs.1HY2021Whichcategorieshaveincreased?

Meat+18%inUAHand-0,4%inKg1HY081HY09Value,%IncludingcategoriesofproductswhicharemonitoredbyHHpanelUkraine:1HY2021vs.1HY2021Chang