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Where Ukrainians and the Europeans prefer to buy food? – research

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       The company GfK Ukraine, the market leader in market research in Ukraine, said that hypermarkets are becoming more popular in Central and Eastern Europe. However, their share in Ukraine amounts to only 8% – Ukrainians prefer to shop in supermarkets. Interesting, among the most important characteristics of shopping Europeans selected discounts and special offers, Ukrainians prefer proximity and low prices. This is evidenced by the results of investigations Shopping Monitor CEE 2012, conducted in October-November 2011 in 10 countries in Central and Eastern Europe.
Europeans prefer hypermarkets, Ukrainians – supermarkets
Most of the Europeans choose hypermarkets to make purchases of food and nonfood products: in Romania of 54%, in the Czech Republic – 44%, in Poland, Bosnia and Herzegovina, Hungary – just under half of respondents. In Ukraine, as well as in Serbia, the share of hypermarkets is only 8%. Supermarkets are popular in Ukraine, where 45% of respondents do the bulk of purchases of consumer goods. The same percentage of respondents select supermarkets in Bosnia and Herzegovina, in Slovenia this figure stood at 47%.
Who buys the food and daily goods in bazaars?
The number of respondents, who prefer unorganized trade by purchasing consumer goods in all the countries of Central and Eastern European countries, is insignificant, except Ukraine and Romania. Percentage of Ukrainians, who prefer markets, although it is rapidly declining in recent years (by 7 percentage points over the past 2 years), is still the largest in the region – 15%. Among Romanians these respondents are 8%.
Europeans appreciate wide assortment
On the question, why respondent chose particular store, the majority of respondents in all countries, called the low prices, wide product range and of course, the availability of discounts and sales. Ukrainians are more than people from other countries of region appreciate the proximity of the store (about 70% chose this option), as well as low prices for some goods (about 24%). At the same time, much quieter is their relation to characteristics such as a wide range of products, discounts and sales, courteous staff, working hours and the ability to go shopping by car (lower or one of the lowest figures among the countries of the region).
Only 11% of Ukrainians often go shopping by car, some more 12% use a car when planning major purchases. This is the lowest result among the countries of Central and Eastern Europe, where a car for making purchases using a total of 45% (Bulgaria) up to 68% (Bosnia and Herzegovina).
Distribution of promotional materials retailers
In countries such as Romania, Czech Republic, Slovakia, Hungary, Poland and Slovenia at least 60% of respondents read flyers, which they get from retailers, from 11% (Poland) to 56% (Romania) respondents made purchase in accordance with these flyers.
Half of Ukrainians do not receive promotional material retailers at all. Only 9% of respondents in Ukraine (the same figure in Bosnia and Herzegovina) receive materials, read them and make purchases in accordance with it. Retailers are less active in Serbia, where 69% of respondents did not receive materials at all, and just 3% receive, read and do purchase according to it.
Study of Shopping Monitor 2012: Background information
Shopping Monitor 2012 study conducted in October-November 2011 in ten countries of Central and Eastern Europe – Bulgaria, Bosnia and Herzegovina, Poland, Romania, Serbia, Slovakia, Slovenia, Hungary, Ukraine and the Czech Republic. Respondent – a person who is responsible for daily purchases of food and nonfood consumer goods in the household. During the investigation of Shopping Monitor 2012 were interviewed from 649 (Poland) up to 1060 (Ukraine) respondents. The method of the inquiry is a personal interview at home of the respondent or a telephone interview.
According to the materials gfk.ua

Supermarket: Why is hard for supplier to find a common language with the supermarkets?

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Reason 1
The supplier sells “on the shelf” and a supermarket sells to the consumer.
Most of suppliers see their role in making (or finding) “quality” product, and by hook or by crook to put on the shelf at the supermarket. At that to put the entire package of goods and do it immediately. So, the role of the supplier is to manage a supermarket.
To do this, held lengthy talks with the managers of supermarkets, where the supplier present its products with illustrations and talks about its merits, in convincing impeccable quality, rushes ambitious phrases: “We want to take a minimum of forty percent from the leading brand”, “Ours quality is the best on the market “.
 Whether such arguments are convincing to the supermarket? Practice shows that, after such negotiations, the manager of a supermarket with no less ambition gets its price list and saying, “Want to see your product on our shelves – pay,” solemnly handed it to the supplier. Why is this happening?
In order to better understand this, you need to understand the role of the supermarket business, but also know how the supermarket put its position on the market. The vision of the role of the supermarket is to maximize the satisfaction of needs of the final customers. Therefore, supermarkets, contrary to the suppliers, not thinking about how to present all of the entire products in own store. Their thinking is focused on the construction of such sales, which will involve a maximum of supermarket consumers and make them loyal customers. In other words, the role of the supermarket is to serve the consumer, and thus manage the supplier as it “requires” the final customer.
Reason 2
The supplier sells the entire range; supermarket sells the one that corresponds to its positioning.
Often the range of supplier “washed out” in the price list you can find everything. Although to date most of the suppliers are focused on selling more narrow range of goods, not all in cooperation with supermarkets account for how a supermarket positions.
As a consequence, there are strange requirement to pay “entrance fees” in the supermarket, following which there is no guarantee that the product will be presented to more than two or three months. For example, a major dairy producer has paid quite a tidy sum for the presentation of goods in one of the largest supermarkets network of Odessa. But three months later, after the optimization of assortment, supermarket has excluded more than half of the range of this brand from its own database. One of the reasons was inconsistency brand image and a network of supermarkets.
Reason 3
Failure to comply with obligations to pay of supermarket for the goods delivered.
Very often the supermarkets do not maintain the payment terms, which are set out in the contract and pay for any parts or delayed.
Approximately 80-90% of visitors make regular supermarket shoppers, with the exception of supermarkets, which are located in the central streets of the city, on the central highways, etc. This means that we, as consumers continually spend our money in one place. More money we spend in the first days of wages (except for business owners), and decreases the amount of our costs while waiting for the payment of wages. All this means that the trade has ups and downs, but we continue to make purchases because we want to satisfy the most basic need – the need to quench thirst and hunger.

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