Sweet Biscuits, Snack Bars and Fruit Snacks in Ukraine

2020 IMPACT

Sweet biscuits offers indulgent treat during lockdown, while snack bars and fruit snacks lose momentum due to home seclusion trend

While overall demand for sweet biscuits, snack bars and fruit snacks stagnated during the lockdown in Ukraine, the largest retail volume category of sweet biscuits benefited somewhat from the home seclusion trend resulting in a stronger performance for filled biscuits which offered a certain level of indulgence during an anxious time, while demand for chocolate-covered biscuits, although not as impressive in volume growth terms in Q2 2020, also remained positive. These biscuit types also offer greater affordability compared to chocolate confectionery, with lower average unit prices, and were therefore a viable alternative to treating oneself with a sweet treat whilst remaining at home.

Konti retains overall leadership of fragmented competitive landscape but remains under pressure from global players

Konti VO ZAT retained its overall leadership of sweet biscuits, snacks bars and fruit snacks in Q2 2020, due to its strong position within the largest category of sweet biscuits. However, it has continued to lose value share to more dynamic players such as Mondelez in chocolate coated biscuits with its brand Milka, with the latter benefiting from good distribution, secondary placement on displays for in-store promotion, and its positive consumer perception and strong brand awareness from chocolate confectionery.

Supermarkets, convenience stores and e-commerce all gain ground during lockdown, offering greater accessibility to different consumer groups

Supermarkets which offer a wide range of sweet biscuits including their own private label lines continued to perform well during the lockdown, gaining further value share in Q2 as consumers were easily able to access these products whilst doing their grocery shop. Local neighbourhood stores such as convenience stores also gained value share offering accessibility to older consumers who may have wanted to avoid visiting grocery retailers in larger towns for non-essential purchases during the lockdown.

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