Successful brands are using creative advertising to differentiate their brands during 2021 as the pandemic continues impacting consumers’ lives. For example, Galychyna advertises its sugar-free plain yoghurt through a retreat in the Carpathian Mountains in line with the local tourism trend, with the marketing campaign’s motto being “Take the force of Carpathians”.
More Ukrainians are becoming health conscious especially as a result of the COVID-19 pandemic. Consequently, consumers are increasingly interested in functional nutrients in yoghurt and sour milk products which provide additional benefits as well as a new taste.
Danone TOV continues to lead yoghurt and sour milk products in retail value terms in 2021, while Lactalis Ukraine DP ranks second. Danone owes its leadership position in Ukraine to its new product launches.
In line with the health trend, Ukrainian consumers seek to emphasise probiotics in their diet to support their immune function. Consequently, brands are launching innovative yoghurt and sour milk products in 2021 to meet consumers’ demand.
Subsequent to the outbreak of the COVID-19 pandemic, the Ukrainian economy has been in turmoil leading to consumers becoming more price sensitive. Yoghurt and sour milk product manufacturers responded by launching bigger pack sizes, which is more suitable for at home consumption and more affordable.
After the high growth rates of the review period yoghurt and sour milk products will see slower constant retail value growth in the forecast period. Where plain yoghurt is expected to see the highest constant retail value growth, flavoured yoghurt is likely to see the slowest growth.
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Understand the latest market trends and future growth opportunities for the Yoghurt and Sour Milk Drinks industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Yoghurt and Sour Milk Drinks research and analysis database.
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