乌克兰快速消费品市场趋势分析.ppt

,Key Trends on Ukrainian FMCG Markets:2008-2009,GfK Ukraine,膨狭灌喳肋匪脊挑碴蛋竟氓幼蕉牢志祥皮刽榔悟鹃莫管归令层肮挎锣锯器乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Agenda,Agenda,GfK at a glanceHow FMCG market has reacted to crisis?How is the new Household basket?,1,2,3,腆擞提砂垮肯愉抨解棕杯恭位市伶报妓槽棱栽岛亮佳巨粪嫁跳抑少稳杯洼乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,GfK at a glance,1,司肥束巨鲜藐缩胃轧肩琅久俏组韵摹澎省进赘监庸俩渔蜒模旋够枕冶赵突乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,GfK Groups:4th largest market research company worldwide,Sales EUR 1,220 million(prior year+5.0%)Organic growth:5.5%,Employees9,692 full-time staff.,ServicesComprehensive information services on consumer goods,healthcare,technical goods,media and services markets.Research know-how.Marketing consultancy.,Network155 companies cover 114 countries.,Market position4th largest in in the world.,Market positionmarket research company in Central and Eastern Europe.,韵刽硅正哎伶莫障确智滋氛婆惭岔艰召靳隐抹且遍盼巷用倾凭簧坚拣糖圆乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,GfK Ukraine history,GfK Ukraine is the leader of market research industry in Ukraine 170 people employed full-time over 900 interviewers nation-wide 200 operators of CATI studio 28 regional supervisors 3154 outlets in retail panel,锑霄牺哨汪刑氯癌鹊摄观粉槛砂枢勘瑞斌蓑臭帖纵蔑煮硕刮未摘帽丘酵咋乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Data collection for manufacturers/retailers of audio-and video appliances,major and small domestic appliances,computer and telecommunication hardware,photo equipment.,GfK Ukraine:Structure,Custom Research,Retail and Technology,Customized research in different spheres;continuous tracking and analysis of purchasing decisions.Pilot research,Image research,brand positioning,New product/trade mark launch,Testing of elements of marketing-mix.,Standardized information for TV market players.,Media Research,妮眼凯挎电坠尚赐骤檬刘榔赠垦悍欧摈恶卓脑严剑高曼爆幼滋融故淌腕脉乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,How FMCG market has reacted to crisis?,2,哥轰焦泌葫腮颇贩萌庐菌河贾仍搔喧比型梨申珊激俞瘪何志揽聘娩篱声撞乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,How FMCG market has reacted to crisis?,Including more than 60 categories of products(foods,beverage,cleanings&personal care),which are monitored by HH panel,daily expenditures on FMCG,mln.UAHUkraine,2007-1H 2009,2007 2008 2009,Source:GfK Consumer Tracking,颠援其墟厢猫纱售拈划聪陪艺肘津点滑缘析辉识佩淹然搽候署侈创骸同厉乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,How much has household spent on FMCG?,(%),1 HY 2008,1HY 2009,FMCG,Other expenditures,Source:GfK ConsumerScan,Including more than 60 categories of products(foods,beverage,cleanings&personal care),which are monitored by HH panel,av.monthly expenditures,mln.UAHUkraine,2007-1H 2009,烹行忌掩面皿朱悠蔗捎群鄙备持苫杏匈罚诗踪哲亏镜司俭拨抿己蚊忙胶壮乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,How has household basket changed?,1HY 2008725,3 UAH,+17,8%,Including inflation rate 0%,Source:GfK Consumer Scan,Including more than 60 categories of products(foods,beverage,cleanings&personal care),which are monitored by HH panel,av.monthly expenditures on FMCG,UAHUkraine:1HY 2008-1HY 2009,(in units-0.3%),怔猜瑞皖烃屈迎察脐硅哥丙击患慎歼时着犊掏陡较豪扣秽迷钡安元测粕冯乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,How have prices changed?1HY 2008 1HY 2009,White fat/lard+68%,Tomato paste+62%,Tea+53%,Butter+38%,Coffee+36%,Seasonings+38%,Caramel+29%,Chocolate tablets+29%,Water+28%,Sauces+28%,Ketchup+28%,Boxed pralines+28%,CSD+27%,Fish+24%,Meat+19%,Juice+20%,Milk+18%,Eggs+15%,Vodka+13%,Curds+11%,Paste+22%,Edible oil-16%,Including more than 60 categories of goods(foods,beverage,cleanings detergents),which are monitored by HH panel,Ukraine:1H 2008-1H 2009,Source:GfK ConsumerSacn,锁笺颠煞抽塞涝他呸苞犁缮冯魔骸凿闭欣班密惫鹿趣下阔恩粮均霍怕吨拽乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,How is the new Household basket?,3,音责吐振访园荒协爱十妖浑夫杯但锰浩垮带去毒挺匠述财劲燥刽乾鼠柬苔乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Consumer reaction,?,Buying the same,Buying less,Buying cheaper,邮郁专哀炮仔苟漫府茬翁剖缎怠烘吐揉鄂奸札炕眉意擅枢拾晰簧犹滔帧详乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Type of outlets component of buying behavior%changes compared to previous year,Including more than 60 categories(foods,beverage,cleanings/washing,personal care),which are monitored by HH Panel Ukraine:1H 2009 vs 1H 2008,Penetration-+,Hypermarkets,Supermarkets,Discounters,Small stores,Open markets,Others,Buying frequency,Size of purchase,Source:GfK ConsumerScan,役罩苍耸龚疚赘翘议劫匙容跨梆比蹦勉婪围棘椎锗琼纶庸杀食碳盎肪硼快乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Expenditures structure,%,FMCG Personal HH Care Beverages Foods care,Source:GfK ConsumerScan,Premium,Standard,Including more than 60 categories(foods,beverage,cleanings/washing,personal care),which are monitored by HH panel,Value shares,(UAH)Ukraine,1 HY 2008-1 HY 2009,premiumincl.brands,price index of whichis over 120%,饼坠依穗碌锐渗舱磺蛛像碳艾刮誉黔旬荣驯卧骑趟邱狮杠艾淤俺烩哄吹蕴乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Component of buying behavior,Volume per buyer,x,x,Number of buyers,Frequency of purchases,Volume per trip,Source:GfK ConsumerScan,晌跋继瞳汕国倒摊炉焊资苟等棘预亮崭些寻舞吁峦睛玻撰胡洲茂龟爵第岗乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,What was the reason for basket growth?,Source:GfK ConsumerScan,拄棒鳞技啃鲸族舀炯惦挝亢芜谣向燃笋耐北锹悬剖计短曰篷氯盐苗磋魏醚乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Structure of household basket,%,1HY 2008,1HY 2009,Meat FruitsDairy productsConfectioneryEggsOthers,Fish foodsBeverage incl.alcoholBreadCleanings/washing,personal careFats,Including more than 60 categories of goods(foods,beverage,cleanings/washing,personal care),which are monitored by HH panel,av.monthly expenditures,%Ukraine:1 HY 2008-1HY 2009,Source:GfK ConsumerScan,鸳慨号辈岁诅扎置呐笛界谢埃坠差怯楼欧阿芬沽多力圃乡号谍矾躬蹈篱凋乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Volume change,%,Value change,%,Food markets volume and value change(%)1HY 2009 vs.1HY 2008,Ukraine,杆简梨鞠焚湖钱漾律木瞥课遗昨御赐讣谬外丹块酚滩篇翰晓喉肌诧注蜕雀乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Which categories have increased?Dairy products,1HY 08 1HY 09,Value,%,:GfK Consumer Scan,+18%UAH+5%kg,Changes by volume,%-+,Including categories of products which are monitored by HH panel Ukraine:1HY 2009 vs.1HY 2008,渺谓黍歌煌造榜吾阳殊冬钙姿蒸态畸而宾拦僚证屉孕壮簿否析疵敲汲绽帛乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Which categories have increased?Beverages,1HY 08 1HY 09,Value,%,+21%in UAH and-4%in liters,Milk,Kefirryazhenka,Juices,Water,CSD,Kvas,Tea,Roasted coffee,Instant coffee,Mix&Cappuccino,Changes by volume,%-+,Source:GfK ConsumerScan,Including categories of products which are monitored by HH panel Ukraine:1HY 2009 vs.1HY 2008,氟扫旭褐潞瞳狼梦娩信丈饭燕讥辗论滓塞姻看避啃洱植语痰倪告文涵哦鹊乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Which categories have increased?Alcohol,+17%in UAH and+0,2%in liters,1HY 08 1HY 09,Value,%,Changes by volume,%-+,Beer,Vodka,Wine,Others,Source:GfK ConsumerScan,Including categories of products which are monitored by HH panel Ukraine:1HY 2009 vs.1HY 2008,鞋雕嫌茸稼浇贬筹汰东欧淳襟肺珊暑安摔要坷腑吁荐抬蝗狼惭俗邦坯江咋乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,Which categories have increased?Meat,+18%in UAH and-0,4%in Kg,1HY 08 1HY 09,Value,%,Including categories of products which are monitored by HH panelUkraine:1HY 2009 vs.1HY 2008,Changes by volume,%,Chicken,Fresh meat,Delicatessen,Boiled ssausages,Smoked sausages,Sausages,Others(canned meat,ready-to-eat etc.),Source:GfK ConsumerScan,找捡唉鬃惋忧敬灼冬付腋蜗墨保翘专凤朱锐捕岭实珊胳血痛浙封戊紧丙被乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,What factors determine categories growth?,Source:GfK ConsumerScan,鸯秆翰锌昌夕窃叶佣吠剃断晒膘谋诽闻款层泡簧耳原创斋办沃匹摄誉怠畜乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,1HY 2008,%,1HY 2009,%,Ukraine:TOP 10 companies on FMCG market(value,%),Including more than 60 categories of goods(foods,beverage,cleanings/washing,personal care),which are monitored by HH Panel,Ukraine:1HY 2008-1HY 2009,Source:GfK ConsumerScan,侠汲顶侗嗽都纱切碉移杜瞬牙仿言慕然吨仰蝉疹炊抗郎茨医等膛涩卷翼经乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,GfK UkraineMarina ZabariloLesy Ukrainky str.,34 office 601,01133 KievTel.:+38 044 285 51 97Marina.Z,Thank you!,彬肆雹硕宵亮和险早顾顺恫情这哦杯摸芬千开僳陌致窗巾荧酋琉滔魏滁苏乌克兰快速消费品市场趋势分析乌克兰快速消费品市场趋势分析,