Organic Packaged Food in Ukraine

PROSPECTS

Organic packaged food likely to remain expensive niche, although organic milk offers more accessible prices

Organic packaged food remained a niche within overall health and wellness packaged food in Ukraine in 2019, mainly comprising organic dairy and organic baby food. Organic dairy has performed well despite being relatively new to Ukraine, having entered the country in 2016, and is dominated in demand terms by organic milk through two major players Organic Milk TOV and Etnoprodukt TOV due to its more accessible price overall.

Modern grocery retailers continues to gain share, while new regulations regarding the production of organic production could impact smaller players

Ukrainians are becoming increasingly aware of organic packaged food due to greater availability and visibility through modern grocery retailers such as supermarkets and hypermarkets, gradually gaining share from traditional grocery retailers, although internet retailing is also gaining ground as a distribution channel. On the other hand, the high number of officially certified organic food producers in the country tend to export or sell in unpackaged/bulk format.

Smaller product areas within organic baby food offer greater potential for growth

Organic baby food has more of a long-standing presence compared to organic dairy, and is mainly comprised of organic other baby food including snacks, which hold a lower average unit price compared to the rest of the category but experienced undynamic growth in 2019, being mainly supported by affluent health-conscious Ukrainians. However, more impressive growth rates were offered by organic dried baby food and organic milk formula, offering time-pressed parents greater convenience.

COMPETITIVE LANDSCAPE

Competitive landscape is influenced by organic baby food and organic dairy players

HiPP Ukraine TOV retained its dominant leadership of organic packaged food in 2019, due to its strong position within organic baby food, where its nearest competitor in the latter, Vedara Trade TOV, holds low share after being forced to withdraw from organic milk formula due to the competitive pricing of HiPP, leaving Vedara only present in organic dried baby food and organic other baby food at the end of the review period. However, overall, HiPP’s value share in organic packaged food is being gradually eroded by the two main players within organic milk, Organic Milk TOV and Etnoprodukt TOV, which were the first players to successfully distribute organic products via mainstream grocery retailing channels such as supermarkets and hypermarkets.

Italian brand launches first organic pasta in Ukraine

Schedro TM is a well-known producer of dairy and cooking ingredients, which expanded its dried pasta portfolio by venturing into organic spaghetti. The company claims that it is the first organic dried pasta available in Ukraine with high protein content, in addition to fibre and complex carbohydrates, and could help to launch this category to consumers over the forecast period.

Gerber Organic pouches could offer competition to Hipp

Nestlé-Ukraine launched a range of pureed baby food in pouches in Ukraine under the Gerber Organic line. This format offers parents who are out of the home environment greater convenience with on-the-go consumption options.

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