乌克兰快速消费品市场趋势分析报告ppt

1、1gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009key trends on ukrainian fmcg markets: 2008-2009gfk ukrainekiev, 26 october 2009gfk ukrainelesy ukrainki bulv. 34, office 601 kiev, ukrainetel. +380 44 2gfk consumer tracking“key trends in ukraines fmcg

2、 markets: 2009-2008” sabine jannet26 october 2009 agendaagendagfk at a glancehow fmcg market has reacted to crisis? how is the new household basket? 1233gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009gfk at a glance14gfk consumer tracking“key trends

3、 in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009gfk groups : 4th largest market research company worldwidesales eur 1,220 million (prior year +5.0%)organic growth: 5.5%employees9,692 full-time staff.services comprehensive information services on consumer goods, healthcare, technica

4、l goods, media and services markets. research know-how. marketing consultancy.network155 companies cover 114 countries.market position4th largest in in the world.market positionmarket research company in central and eastern europe. 5gfk consumer tracking“key trends in ukraines fmcg markets: 2009-200

5、8” sabine jannet26 october 2009gfk ukraine history gfk ukraine is the leader of market research industry in ukraine 170 people employed full-time over 900 interviewers nation-wide 200 operators of cati studio 28 regional supervisors 3154 outlets in retail panel2009gfk-usm renamed to gfk ukraine; gfk

6、 ukraine won a tender on a tam panel for 2008-20122006launching gfks retail & technology panel in ukraine20041995usm was founded as an independent private market research agency. 6 people; room 18 sq.mbecame one of leading market research companies in ukraine1997launching capi for the first time

7、 in ukrainelaunching cati studio2001launching of ukraines first household panel (consumerscan)1999gfk-usm won a tender on a tam panel for 2003-200720026gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009data collection for manufacturers/ retailers of au

8、dio- 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.pilot research, image

9、research, brand positioning, new product/trade mark launch, testing of elements of marketing-mix. standardized information for tv market players.media research7gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009how fmcg market has reacted to crisis?28gf

10、k consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 200901.01.200715.01.200729.01.200712.02.200726.02.200712.03.200726.03.200709.04.200723.04.200707.05.200721.05.200704.06.200718.06.200702.07.200716.07.200730.07.200713.08.200727.08.200710.09.200724.09.200708.1

11、0.200722.10.200705.11.200719.11.200703.12.200717.12.200731.12.200714.01.200828.01.200811.02.200825.02.200810.03.200824.03.200807.04.200821.04.200805.05.200819.05.200802.06.200816.06.200830.06.200814.07.200828.07.200811.08.200825.08.200808.09.200822.09.200806.10.200820.10.200803.11.200817.11.200801.1

12、2.200815.12.200829.12.200812.01.200926.01.200909.02.200923.02.200909.03.200923.03.200906.04.200920.04.200904.05.200918.05.200901.06.200915.06.200929.06.2009how fmcg market has reacted to crisis? 8 october 2008including more than 60 categories of products (foods, beverage, cleanings & personal ca

13、re), which are monitored by hh panel , daily expenditures on fmcg, mln.uahukraine, 2007- 1h 2009 2007 2008 2009source: gfk consumer tracking9gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 200960%40% how much has household spent on fmcg?, (%)1 hy 20081hy

14、 2009fmcgother 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 2009 10gfk consumer tracking“key trends in ukraines fmcg markets: 200

15、9-2008” sabine jannet26 october 2009how has household basket changed?1hy 2008725,3 uah+ 17,8% including inflation rate 0%1hy 2009853,3 uahsource: gfk consumer scanincluding more than 60 categories of products (foods, beverage, cleanings & personal care), which are monitored by hh panel, av. mont

16、hly expenditures on fmcg, uahukraine: 1hy 2008- 1hy 2009 (in units -0.3%)11gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009how have prices changed? 1hy 2008 1hy 2009white fat/lard+68%tomato paste+62%tea+53%butter+38%coffee+36%seasonings +38%caramel +

17、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%including more than 60 categories of goods (foods, beverage, cleanings detergents), which are monitored by hh panel , ukraine: 1h 20

18、08- 1h 2009 ,source: gfk consumersacn12gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009 how is the new household basket? 313gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009consumer reaction?buying the

19、 samebuying lessbuying cheaper14gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 200902132702 . cash & carry211147312 -+19191240341529 -+02132702 . cash & carry211147312 -+211147312 -+19191240341529 -+19191240341529 -+type of outlets component of

20、buying behavior% changes compared to previous yearincluding more than 60 categories (foods, beverage, cleanings/washing, personal care), which are monitored by hh panel ukraine: 1h 2009 vs 1h 2008penetration - + hypermarketssupermarketsdiscounterssmall storesopen marketsothersbuying frequencysize of

21、 purchasesource: gfk consumerscan15gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009expenditures structure,% fmcg personal hh care beverages foods caresource: gfk consumerscan0,10,30,210,310,20,30,10,397979091959297979898321085733221200812009120081200

22、9120081200912008120091200812009plpremiumstandardincluding more than 60 categories (foods, beverage, cleanings/washing, personal care), which are monitored by hh panel, value shares, (uah)ukraine, 1 hy 2008-1 hy 2009premium incl. brands, price index of which is over 120 % 16gfk consumer tracking“key

23、trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009component of buying behaviorvolume per buyerx x xx x xnumber of buyersfrequency of purchasesvolume per trip+3%+0,6%-2%-1,6%source: gfk consumerscan17gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine ja

24、nnet26 october 2009what was the reason for basket growth?source: gfk consumerscan18gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009structure of household basket, %1hy 20081hy 20095%5%6%4%7%5%28%6%15%11%8%_ (.).-. ., . 7%5%6%3%7%6%27%6%13%11%9%meat fr

25、uitsdairy 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: 1 hy 2008- 1hy 2009 s

26、ource: gfk consumerscan19gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009volume change, %value change, %food markets volume and value change (%)1hy 2009 vs. 1hy 2008, ukraine creams refreshing sauces curd salty snacks r&g coffee oil mustard vodka

27、 tomato pastes sweet bisquits milk bread seasonings sour cream tea wafers dry 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 ketch

28、up caramel light alc. drinks boxed pralines chips countlines dry instant soluble 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 c

29、urd butter sweet bisquits wafer cakes bread soups&boill. milk salty snacks 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 sm

30、all bites hard cheese mayonnaise chips kvas refresh.candies csd fruits&vegetable juices, nectars freezed products oil wine/champ processed cheese dessert syrki sladkie yourhurt fruit syrips20gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009which c

31、ategories have increased? dairy products1hy 08 1hy 09value, %: gfk consumer scan+18% uah +5% kg4841127204821changes by volume, %- +including categories of products which are monitored by hh panel ukraine: 1hy 2009 vs. 1hy 200832121415432019541820662729milkkefir/ryazhenkacurdyoughurt/desserthard chee

32、seprocessed chessesour creamcreamglazed cheese21gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009632220320412428 , %-+632220320412428 , %-+11101034912111191314119773233, . . which categories have increased? beverages1hy 08 1hy 09value, %+21% in uah an

33、d -4% in litersmilkkefirryazhenkajuiceswatercsdkvastearoasted coffeeinstant coffeemix & cappuccinochanges by volume, %- +source: gfk consumerscanincluding categories of products which are monitored by hh panel ukraine: 1hy 2009 vs. 1hy 200822gfk consumer tracking“key trends in ukraines fmcg mark

34、ets: 2009-2008” sabine jannet26 october 2009119824253940 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 2009 vs. 1hy 200823gfk consumer tracking“key trends in ukraines fmcg markets: 2009-2008” sabine jannet26 october 2009201813120,215,05 , %-+201813120,215,05 , %-+891081413986533352022