2008-2009乌克兰快速消费品市场趋势分析报告ppt课件

1、Key Trends on Ukrainian FMCG Markets: 2021-2021GfK UkraineKiev, 26 October 2021GfK UkraineLesy Ukrainki bulv. 34, office 601 Kiev, Ukraine. +380 44 2300260sabine.jannetgfk AgendaAgendaGfK at a glanceHow FMCG market has reacted to crisis? How is the new Household basket? 123GfK at a glance1GfK Groups

2、 : 4th largest market research company worldwideSales EUR 1,220 million (prior year +5.0%)Organic growth: 5.5%Employees9,692 full-time staff.ServicesComprehensive information services on consumer goods, healthcare, technical goods, media and services markets.Research know-how.Marketing consultancy.N

3、etwork155 companies cover 114 countries.Market position4th largest in in the world.Market positionmarket research company in Central and Eastern Europe. GfK Ukraine history GfK Ukraine is the leader of market research industry in Ukraine 170 people employed full-time over 900 interviewers nation-wid

4、e 200 operators of CATI studio 28 regional supervisors 3154 outlets in retail panel2021GfK-USM renamed to GfK Ukraine; GfK Ukraine won a tender on a TAM panel for 2021-20212006Launching GfKs Retail & Technology Panel in Ukraine20041995USM was founded as an independent private market research age

5、ncy. 6 people; room 18 sq.mBecame one of leading market research companies in Ukraine1997Launching CAPI for the first time in UkraineLaunching CATI studio2001Launching of Ukraines first Household Panel (ConsumerScan)1999GfK-USM won a tender on a TAM panel for 2003-20072002Data collection for manufac

6、turers/ retailers of audio- and video appliances, major and small domestic appliances, computer and telecommunication hardware, photo equipment.GfK Ukraine: StructureCustom ResearchRetail and TechnologyCustomized research in different spheres; continuous tracking and analysis of purchasing decisions

7、.Pilot research, Image research, brand positioning, New product/trade mark launch, Testing of elements of marketing-mix. Standardized information for TV market players.Media ResearchHow FMCG market has reacted to crisis?201.01.200715.01.200729.01.200712.02.200726.02.200712.03.200726.03.200709.04.200

8、723.04.200707.05.200721.05.200704.06.200718.06.200702.07.200716.07.200730.07.200713.08.200727.08.200710.09.200724.09.200708.10.200722.10.200705.11.200719.11.200703.12.200717.12.200731.12.200714.01.200828.01.200811.02.200825.02.200810.03.200824.03.200807.04.200821.04.200805.05.200819.05.200802.06.200

9、816.06.200830.06.200814.07.200828.07.200811.08.200825.08.200808.09.200822.09.200806.10.200820.10.200803.11.200817.11.200801.12.200815.12.200829.12.200812.01.200926.01.200909.02.200923.02.200909.03.200923.03.200906.04.200920.04.200904.05.200918.05.200901.06.200915.06.200929.06.2009How FMCG market has

10、 reacted to crisis? 8 October 2021Including more than 60 categories of products (foods, beverage, cleanings & personal care), which are monitored by HH panel , daily expenditures on FMCG, mln.UAHUkraine, 2007- 1H 2021 2007 2021 2021Source: GfK Consumer Tracking60%40% How much has household spent

11、 on FMCG?, (%)1 HY 20211HY 2021FMCGOther expendituresSource: GfK ConsumerScanIncluding more than 60 categories of products (foods, beverage, cleanings & personal care), which are monitored by HH panel, av. monthly expenditures, mln.UAHUkraine, 2007- 1H 2021 How has household basket changed?1HY 2

12、021725,3 UAH+ 17,8% Including inflation rate 0%1HY 2021853,3 UAHSource: GfK Consumer ScanIncluding more than 60 categories of products (foods, beverage, cleanings & personal care), which are monitored by HH panel, av. monthly expenditures on FMCG, UAHUkraine: 1HY 2021- 1HY 2021 (in units -0.3%)H

13、ow have prices changed? 1HY 2021 1HY 2021White fat/lard+68%Tomato paste +62%Tea+53%Butter+38%Coffee +36%Seasonings +38%Caramel +29%Chocolate tablets+29%Water +28%Sauces +28%Ketchup +28%Boxed pralines +28%CSD +27%Fish+24%Meat +19%Juice +20%Milk +18%Eggs +15%Vodka+13%Curds+11%Paste+22%Edible oil -16%I

14、ncluding more than 60 categories of goods (foods, beverage, cleanings detergents), which are monitored by HH panel , Ukraine: 1H 2021- 1H 2021 ,Source: GfK ConsumerSacn How is the new Household basket? 3Consumer reaction?Buying the sameBuying lessBuying cheaper02132702 . Cash & Carry211147312 -+

15、19191240341529 -+02132702 . Cash & Carry211147312 -+211147312 -+19191240341529 -+19191240341529 -+Type of outlets component of buying behavior% changes compared to previous yearIncluding more than 60 categories (foods, beverage, cleanings/washing, personal care), which are monitored by HH Panel

16、Ukraine: 1H 2021 vs 1H 2021Penetration - + HypermarketsSupermarketsDiscountersSmall storesOpen marketsOthersBuying frequencySize of purchaseSource: GfK ConsumerScanExpenditures structure,% FMCG Personal HH Care Beverages Foods careSource: GfK ConsumerScan0,10,30,210,310,20,30,10,39797909195929797989

17、83210857332212008120091200812009120081200912008120091200812009PLPremiumStandardIncluding more than 60 categories (foods, beverage, cleanings/washing, personal care), which are monitored by HH panel, Value shares, (UAH)Ukraine, 1 HY 2021-1 HY 2021premium incl. brands, price index of which is over 120

18、 % Component of buying behaviorVolume per buyerxxNumber of buyersFrequency of purchasesVolume per trip+3%+0,6%-2%-1,6%Source: GfK ConsumerScanWhat was the reason for basket growth?Source: GfK ConsumerScanStructure of household basket, %1HY 20211HY 20215%5%6%4%7%5%28%6%15%11%8%_ (.).-. ., . 7%5%6%3%7

19、%6%27%6%13%11%9%Meat FruitsDairy productsConfectioneryEggsOthersFish foodsBeverage incl. alcoholBreadCleanings/washing, personal careFatsIncluding more than 60 categories of goods (foods, beverage, cleanings/washing, personal care), which are monitored by HH panel , av.monthly expenditures, %Ukraine

20、: 1 HY 2021- 1HY 2021 Source: GfK ConsumerScanVolume change, %Value change, %Food markets volume and value change (%)1HY 2021 vs. 1HY 2021, Ukraine CREAMS REFRESHING SAUCES CURD SALTY SNACKS R&G COFFEE OIL MUSTARD VODKA TOMATO PASTES SWEET BISQUITS MILK BREAD SEASONINGS SOUR CREAM TEA WAFERS DRY

21、 BREAKFASTS CHOCO DRINKS WAFER CAKES HARD CHEESE EGGS FRUITS&VEGETABLES PASTA BEER MEAT PROD WINE/CHAMP MAYONNAISE WHITE FAT FISH PROD SOUPS/BOILL WATER CHOKO TABLETS BUTTER BULK PRALINES KEFIR/RYAZHANKA MARGARINE KETCHUP CARAMEL LIGHT ALC. DRINKS BOXED PRALINES CHIPS COUNTLINES DRY INSTANT SOLU

22、BLE COFFEE PROCESSED CHEESE SMALL BITES FREEZED PRODUCTS CSD JUICES, NECTARS SYRKI SLADKIE KVAS DESSERT YOURHURT FRUIT SYRIPS TOMATO PASTES CREAMS WHITE FAT R&G COFFEE SAUCES TEA SEASONINGS MUSTARD CHOCO DRINKS WAFERS CURD BUTTER SWEET BISQUITS WAFER CAKES BREAD SOUPS&BOILL. MILK SALTY SNACK

23、S WATER CHOKO TABLETS VODKA PASTA BEER SOUR CREAM KETCHUP MARGARINE CARAMEL SOLUBLE COFFEE BULK PRALINES LIGHT ALC. DRINKS CAKES DRY BREAKFASTS EGGS BOXED PRALINES COUNTLINES DRY INST.DRINKS KEFIR/RYAZHANKA MEAT PRODUCTS SMALL BITES HARD CHEESE MAYONNAISE CHIPS KVAS REFRESH.CANDIES CSD FRUITS&VE

24、GETABLE JUICES, NECTARS FREEZED PRODUCTS OIL WINE/CHAMP PROCESSED CHEESE DESSERT SYRKI SLADKIE YOURHURT FRUIT SYRIPSWhich categories have increased? Dairy products1HY 08 1HY 09Value, %: GfK Consumer Scan+18% UAH +5% kg4841127204821Changes by volume, %- +Including categories of products which are mon

25、itored by HH panel Ukraine: 1HY 2021 vs. 1HY 202132121415432019541820662729MilkKefir/ryazhenkaCurdYoughurt/dessertHard cheeseProcessed chesseSour creamCreamGlazed cheese632220320412428 , %-+632220320412428 , %-+11101034912111191314119773233, . . Which categories have increased? Beverages1HY 08 1HY 0

26、9Value, %+21% in UAH and -4% in litersMilkKefirryazhenkaJuicesWaterCSDKvasTeaRoasted coffeeInstant coffeeMix & CappuccinoChanges by volume, %- +Source: GfK ConsumerScanIncluding categories of products which are monitored by HH panel Ukraine: 1HY 2021 vs. 1HY 2021119824253940 1919 , %-+1919 , %-+Which categories have increased? Alcohol +17% in UAH and +0,2% in liters1HY 08 1HY 09Value, %Changes by volume, %- +BeerVodkaWineOthersSource: GfK ConsumerScanIncluding categories of products which are monitored by HH panel Ukraine: 1HY 2021 vs. 1HY 2021201813120,215,05 , %-+2018131