Navigating the FMCG Landscape in Ukraine
DOI:
https://doi.org/10.37659/2663-5070-2024-12-48-54Keywords:
FMCG, Ukraine, market trends, resilience, strategic adaptation, eco-friendly products, online retailAbstract
In the context of post-war economic recovery, the Ukrainian Fast-Moving Consumer Goods (FMCG) sector is undergoing significant transformation. This study examines the industry’s strategic response to changing consumer preferences as innovation and strategic adaptation are crucial to sustaining growth and competitiveness amidst significant economic and geopolitical disruptions. This article examines the resilience and adaptation strategies in the Ukrainian FMCG market by analyzing current trends and operational adjustments. We explore how companies navigate challenges such as decreased production volumes, shifting consumer preferences, and disrupted supply chains. The potential return of Ukrainian expatriates and their evolving consumption patterns are identified as significant factors in the industry’s potential recovery and growth. Additionally, we discuss the role of online market expansion, the rise in demand for eco-friendly products, and the strategic pivots companies are making to cope with the ongoing war and economic pressures. The research highlights the sector’s proactive approach to domestic and international market expansion, particularly through online sales channels, which demonstrates its remarkable adaptability in the face of ongoing challenges.
References
Deloitte. (2024, March 13). Spozhyvatski nastroi ukraintsiv u druhyi rik povnomasshtabmoho vto-rhnennia [Consumer sentiment of Ukrainians in the second year of the full-scale invasion] [Press release]. https://www2.deloitte.com/ua/uk/pages/ press-room/press-release/2024/consumer-behav-ior.html
Gimeno Arias, F., Santos Jaén, J. M., Valls Martínez, M. D. C., & Sánchez Pérez, M. (2023). From trust and dependence commitment to B2B engage-ment: An empirical analysis of inter-organizational cooperation in FMCG. Electronic Research Archive, 31(12), 7511-7543. https://doi.org/10.3934/era.2023379
Sharma, A., & Sagar, M. (2023). Exploring new-product selling challenges in the FMCG sec-tor: A qualitative method approach. Qualitative Market Research: An International Journal, 26(5), 494-533. https://doi.org/10.1108/QMR-12-2021-0153
Jackson, I., Saenz, M. J., Li, Y., & Moreno, M. S. R. (2023). Synchromodal supply chains for fast-mov-ing consumer goods. Applied Sciences, 13(5), 3119. https://doi.org/10.3390/app13053119
Ekonomika+. (2023, May). Doslidzhennia ukrains-koho rynku FMCG [Research on the Ukrainian FMCG Market]. Kyivstar Business Hub. https://hub.kyivstar.ua/articles/doslidzhennya-ukrayinsko-go-rynku-fmcga
Statista Research Department. (2023, May 10). FMCG market growth in Ukraine 2022, by indica-tor [Consolidated statistics]. Statista. https://www.statista.com/statistics/1346612/ukraine-fmcg-mar-ket-growth-by-indicator/
Ponomarenko, T., & Rasshyvalov, D. (2023). Logis-tics risks factoring in corporate marketing strategy in the FMCG market in the context of the war in Ukraine. Financial and Credit Activity Problems of Theory and Practice, 6(53), 501-515. https://doi.org/10.55643/fcaptp.6.53.2023.4252
Galkin, A., Yemchenko, I., Lysa, S., Tarasiuk, M., Chortok, Yu., & Khvesyk, Yu. (2022). Exploring the relationships between demand attitudes and the supply amount in consumer-driven supply chain for FMCG. Acta Logistica, 9(1), 1-12. https://doi.org/10.22306/al.v9i1.260
Lobachevska, G., & Daub, C.-H. (2021). The role of Corporate Social Responsibility in the deci-sion-making process of consumers in Ukraine. Innovative Marketing, 17(1), 78-93. https://doi.org/10.21511/im.17(1).2021.07
Programy dlia upravlinnia ta obliku FMCG sektoru [Software solutions for FMCG sector]. (n.d.). Center of Business Technologies. https://cbt.ua/fmcg/
