Baby Food in Ukraine

PROSPECTS

Other baby food will drive sales

Other baby food is a very fragmented category in Ukraine. Baby biscuits and juice used to dominate.

Powder growing-up milk formula is likely to be affected by substitutes

Powder growing-up milk formula is expected to lose popularity in Ukraine over the forecast period. The main factor behind this is that many products in this category are imported, and their unit prices strongly depend on the foreign exchange rate.

Prepared baby food maintains its strong position

Prepared baby food is a category in which both domestic and international companies operate. Interest in these products is set to rise, as fewer young mothers will want to stay at home preparing food for their children – they may want to go on trips, or go to work, leaving their child with a childminder.

COMPETITIVE LANDSCAPE

Prepared baby food sees developments

In 2018, the toughest competition was observed in fruit and vegetable purées; local companies tried to attract consumers with new packaging designs, new mixes of flavours and price promotions. A different situation is seen in meat and fish purée – such products are dominated by international giants including Hamé and HiPP.

Goat milk-based baby food is a recent trend

In the last five years, strong interest was seen in goat milk-based products in milk formula and other baby food in Ukraine. Nenni (Lactalis Groupe) was the pioneer in offering goat milk products.

Domestic companies gain share

Ukrainian companies are present in the majority of baby food categories in Ukraine, leading to the wide availability and affordability of baby food for parents. Also, baby food is quite an interesting category for companies, as brand loyalty and recognition remain important factors, and demand could be characterised as having lower elasticity in comparison with other products.

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