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1、,Key Trends on Ukrainian FMCG Markets: 2008-2009,GfK Ukraine,Agenda,Agenda,GfK at a glance How FMCG market has reacted to crisis? How is the new Household basket?,1,2,3,GfK at a glance,1,GfK Groups : 4th largest market research company worldwide,Sales EUR 1,220 million (prior year +5.0%) Organic gro
2、wth: 5.5%,Employees 9,692 full-time staff.,Services Comprehensive information services on consumer goods, healthcare, technical goods, media and services markets. Research know-how. Marketing consultancy.,Network 155 companies cover 114 countries.,Market position 4th largest in in the world.,Market
3、position market 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-wide 200 operators of CATI studio 28 regional supervisors 3154 outlets in retail panel,Data
4、collection for manufacturers/ retailers of audio- and video appliances, major and small domestic appliances, computer and telecommunication hardware, photo equipment.,GfK Ukraine: Structure,Custom Research,Retail and Technology,Customized research in different spheres; continuous tracking and analys
5、is of purchasing decisions. Pilot research, Image research, brand positioning, New product/trade mark launch, Testing of elements of marketing-mix.,Standardized information for TV market players.,Media Research,How FMCG market has reacted to crisis?,2,How FMCG market has reacted to crisis?,Including
6、 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 2009,2007 2008 2009,Source: GfK Consumer Tracking,How much has household spent on FMCG?, (%),1 HY 2008,1HY 2009,FMCG,Other expendi
7、tures,Source: GfK ConsumerScan,Including 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,How has household basket changed?,1HY 2008 725,3 UAH,+ 17,8%,Including inflation rate 0%
8、,Source: GfK Consumer Scan,Including more than 60 categories of products (foods, beverage, cleanings & personal care), which are monitored by HH panel, av. monthly expenditures on FMCG, UAHUkraine: 1HY 2008- 1HY 2009,(in units -0.3%),How have prices changed? 1HY 2008 1HY 2009,White fat/lard+68%,Toma
9、to 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%,Including more than 60 categories of goods (food
10、s, beverage, cleanings detergents), which are monitored by HH panel , Ukraine: 1H 2008- 1H 2009 ,Source: GfK ConsumerSacn,How is the new Household basket?,3,Consumer reaction,?,Buying the same,Buying less,Buying cheaper,Type of outlets component of buying behavior% changes compared to previous year,
11、Including more than 60 categories (foods, beverage, cleanings/washing, personal care), which are monitored by HH Panel Ukraine: 1H 2009 vs 1H 2008,Penetration - +,Hypermarkets,Supermarkets,Discounters,Small stores,Open markets,Others,Buying frequency,Size of purchase,Source: GfK ConsumerScan,Expendi
12、tures structure,%,FMCG Personal HH Care Beverages Foods care,Source: GfK ConsumerScan,Premium,Standard,Including 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 2009,premiumincl. brands, price in
13、dex of whichis over 120 %,Component of buying behavior,Volume per buyer,x,x,Number of buyers,Frequency of purchases,Volume per trip,Source: GfK ConsumerScan,What was the reason for basket growth?,Source: GfK ConsumerScan,Structure of household basket, %,1HY 2008,1HY 2009,Meat Fruits Dairy products C
14、onfectionery Eggs Others,Fish foods Beverage incl. alcohol Bread Cleanings/washing, personal care Fats,Including 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,Source: GfK
15、ConsumerScan,Volume change, %,Value change, %,Food markets volume and value change (%)1HY 2009 vs. 1HY 2008, Ukraine,Which categories have increased? Dairy products,1HY 08 1HY 09,Value, %,: GfK Consumer Scan,+18% UAH +5% kg,Changes by volume, % - +,Including categories of products which are monitore
16、d by HH panel Ukraine: 1HY 2009 vs. 1HY 2008,Which categories have increased? Beverages,1HY 08 1HY 09,Value, %,+21% in UAH and -4% in liters,Milk,Kefirryazhenka,Juices,Water,CSD,Kvas,Tea,Roasted coffee,Instant coffee,Mix & Cappuccino,Changes by volume, % - +,Source: GfK ConsumerScan,Including catego
17、ries of products which are monitored by HH panel Ukraine: 1HY 2009 vs. 1HY 2008,Which categories have increased? Alcohol,+17% in UAH and +0,2% in liters,1HY 08 1HY 09,Value, %,Changes by volume, % - +,Beer,Vodka,Wine,Others,Source: GfK ConsumerScan,Including categories of products which are monitore
18、d by HH panel Ukraine: 1HY 2009 vs. 1HY 2008,Which categories have increased? Meat,+18% in UAH and -0,4% in Kg,1HY 08 1HY 09,Value, %,Including categories of products which are monitored by HH panel Ukraine: 1HY 2009 vs. 1HY 2008,Changes by volume, %,Chicken,Fresh meat,Delicatessen,Boiled ssausages,
19、Smoked sausages,Sausages,Others (canned meat, ready-to-eat etc.),Source: GfK ConsumerScan,What factors determine categories growth?,Source: GfK ConsumerScan,1HY 2008, %,1HY 2009, %,Ukraine: TOP 10 companies on FMCG market(value, %),Including more than 60 categories of goods (foods, beverage, cleanings/washing, personal care), which are monitored by HH Panel, Ukraine: 1HY 2008- 1HY 2009,Source: GfK ConsumerScan,GfK Ukraine Marina Zabarilo Lesy Ukrainky str., 34 office 601, 01133 KievTel. : +38 044 285 51 97Marina.Z,Thank you!,