The market of sauce products: determinants of development in Ukraine
DOI:
https://doi.org/10.31617/tr.knute.2019(32)03Keywords:
mayonnaise, sauces, ketchup, market, export, importAbstract
Background. The Ukrainian market of mayonnaise and sauces is rich in variety of products and taste. In this regard, analyzing the status and prospects of the mayonnaise and mayonnaise sauce market is a topical task.
The aim of the work is to analyze the problems and determine the prospects for the development of sauce production, which is sold on the Ukrainian market, in accordance with the preferences of consumers.
Materials and methods. Methods of analysis and synthesis, scientific generalization and comparison of data from scientific sources (monographs, articles of domestic and foreign scientists), as well as open sources of international statistical information, official data of the State Statistics Service of Ukraine and the State Fiscal Service of Ukraine were used.
Results. Mayonnaise is the leader in the manufacturing of sauce products in Ukraine, accounting for 61.1 % of the total volume of this industry, although its production volumes have been declining recently. The main producers of mayonnaise products are PJSC "Volynholding" ("Torchin" TM), PJSC "Chumak" ("Chumak" TM), PLC "Lviv Zhyrkombinat" ("Shchedro" TM), PE "Victor and K" ("Royal Taste" TM).
The retail price for mayonnaise per 100 g is in the range of 4.15–7.70 UAH, ketchup – 4.38–5.60 UAH, sauces – 7.5–10.5 UAH, mustard – 5.4–9.40 UAH. Ukraine exports ketchup, mayonnaise and sauces to countries such as Belarus, Moldova, the Russian Federation, Lithuania and Georgia. The main importers of products to the Ukrainian market in 2018 were Germany, Poland and Austria.
Conclusion. There is a high level of competition of brands of sauce products in the Ukrainian market. Effective entry of new participants into this market is possible only in case of finding a free or fast growing niche.
The main ways to positive dynamics of production and consumption of sauce products in Ukraine are expansion of the range due to the "new types", improving the safety and quality of mayonnaise and sauce products with the use of components of natural origin, the spread of the trend of healthy nutrition, changing consumer preferences.
Increasing the volume of the sauce market – only in case of raising of overall level of income of Ukrainians, the development of tourism and hotel and restaurant industries, finding new and expanding existing export channels.
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