Study of the Market of Confectionary Products in Ukraine

Abstract

The article presents the investigation of the market of confectionery products in Ukraine. We identified the reasons mentioned by consumers while choosing domestic producers, namely price availability, high quality, the trend of domestic goods consumption, a wide range of products. We analysed marketing positions of the primary producers of confectionary products, i.e. SE "CC "ROSHEN", PJSC "Confectionary factory "AVK", PJSC PC "Konti", LCF "Svitoch" (Nestle), PJSC "Mondelis Ukraine", PJSC "KhBF", ZhCF "Zhytomyrski lasoshchi", PJSC "Poltavakondyter". Based on the conducted marketing research, we found that 45% of consumers buy confectionary products 2-3 times a week and 40% - 4 times and more. Furthermore, while purchasing the confectionary products, the respondents mostly consider the price – 35% of the interviewees, brand and actions – 25%. Among the examined companies, consumers mostly prefer Roshen – 75%. Among the range of products, the preferable are sweets and chocolate – 30%, cakes – 20%, marshmallows and marmalade, and sweets in boxes – 15% each. During the COVID-19 pandemic, the purchasing capacity in the branch of confectionery products has changed, whereas the consumers' spending for confectionary products has not diminished. According to the results of the conducted research, we confirmed that 40% of consumers have not changed their spending, 35% - have reduced their spending for confectionary products, whereas 25% - have significantly cut down their spending.