Sweet Biscuits, Snack Bars and Fruit Snacks in Ukraine

PROSPECTS

Small packs for on-the-go consumption, but a move to more sophisticated biscuits

Plain biscuits is a well-developed category in Ukraine, and products are present in all price segments. Their relatively low unit price makes them available to all consumers.

Health trends permeate sweet biscuits, snack bars and fruit snacks

Consumers in Ukraine are developing greater health awareness, leading to demand for products with a health and wellness positioning. For instance, dried fruit saw a second year of volume and current value sales recovery in 2019, and this is likely to continue over the forecast period.

Small producers of snack bars boost sales of products with a healthy positioning

Snack bars continued to see double-digit retail current value growth in 2019. It still has plenty of potential for further growth, with several local start-ups emerging from 2018, such as Yo!Sweets and Spacebar.

COMPETITIVE LANDSCAPE

Stronger competition in wafers due to new launches and advertising

Stronger competition was seen in wafers in 2019. In 2018, the leader in the category, Svitoch Firma, launched the line Svitoch Artek Kvadratini, with new pouch packaging and a new product format of small pieces of wafer.

Help from the EBRD boosts Yarychiv’s sales and share

Yarychiv maintained its sales and share growth in sweet biscuits, snack bars and fruit snacks in value terms in 2019, thanks to its Yarych and Petit Beurre brands. According to trade sources, the company was helped by the European Bank for Reconstruction and Development (EBRD) in terms of consulting, financing, reorganisation and new product development.

Milka challenges Konti, which fights back with rebranding and new launches

Konti was the strong leader in chocolate coated biscuits a few years ago. It remained the leading player in this category in value terms in 2019, but the competition with Milka was much stronger, with the shares of the two companies drawing closer together.

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