Confectionery Packaging in Ukraine - New Market Study Published

Although some consumers were tending to consume fewer chocolate confectionery products as a consequence of the deepening economic crisis in the country and falling consumer purchasing powers, chocolate confectionery benefited from an image of being small indulgence products that consumers can afford and purchase when they do not have enough for more-expensive items.

Competitive Landscape

Roshen Kondyterska Korporatsia has a 21% value share in 2014 in Chocolate confectionery in Ukraine. The company is the most popular of its type in Ukraine and is one of the national symbols of patriotism. At the current moment (the second half of 2014) the company is selling up because its owner (Petro Poroshenko) became the President of Ukraine and it was one of his election promises to sell all his business interests in the event he became president. Mondelez Ukraine (formerly Kraft Foods Ukraine) held a 17% value share in 2014. The company achieved its position through sales of its well-established brand Korona, and internationally recognised brand Milka. The other strong domestic player Konti VO was in third with a 10% value share.

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Industry Prospects

One of the largest issues within the industry remains the subject of leadership and political influence in the long term. The Ukrainian president as at the end of the review period, Petro Poroshenko, is the owner of Roshen Kondyterska Korporatsia. During the election campaign, he promised to sell the company if he managed to win the election. According to trade press, one of the existing players such as Nestlé-Ukraine, Mondelez Ukraine or AVK VO are the most likely to acquire the company. At the same time, the production facilities of other Ukrainian giants (Konti and AVK VO) are concentrated in regions in the east of Ukraine where the situation is rather unstable and unpredictable. Their sales within chocolate confectionery may be replaced by international players (such as Nestlé-Ukraine, Mondelez Ukraine and Mars) or by domestic companies (such as Zhytomyrski Lasoschi, Poltava Konditer and Odessakonditer).

Gum

Volume sales of gum continued to decrease in 2014, as consumers reduced their purchases of non-essential and impulse products due to having lower purchasing powers towards the end of the review period. Although the economic situation was predicted to improve slowly towards the end of 2014, the volume sales performance of gum was worse than that registered in 2013. While retail volume sales of gum declined by 8% in 2014, a decline of 6% in current value terms was also registered, despite an increase of 2% in current terms in the average unit price. Gum recorded retail sales of 4,400 tonnes and a value of UAH922 million in 2014.

Competitive Landscape

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