Consumer sentiment in Ukraine has improved after falling at the beginning of the year: the consumer confidence index after a decrease of 3 points in the first quarter grew by 4 points in the second quarter, to 62 (on a scale of 0 to 200), according to a study by The Conference Board, prepared jointly with Nielsen. “The growing trend encourages, while consumers remain very cautious due to the unstable economic situation in the country,” Nielsen’s press release quotes Nielsen Managing Director for Ukraine and Belarus Vaios Dimoragas as saying.
He noted that the record low level of consumer confidence in Ukraine was recorded in 2015 at 41 points.
The company states the improvement of the index is due to the improvement by consumers of estimates of prospects in the labor market and their financial well-being. At the same time, the indicator of readiness to spend money is relatively stable for the fourth consecutive quarter.
The study says the absolute majority of Ukrainians continue to believe that the country is in a state of crisis, while the number of such declined to 92% in the second quarter of 2018 compared to 95% in the first quarter. The number of those consumers who believe that the country will not get out of the crisis in the next 12 months is stable.
The list of worries is headed by the war – 31% of Ukrainians are concerned about it. The growth of housing and utilities services tariffs ranks second – 29% of consumers are concerned about it. They are followed by such reasons for concern as the economy and rising prices for food and health.
Sales of snacks on the Ukrainian market grew by 6.8% in unit value in the period from April 2017 through March 2018, Nielsen research company has reported.
According to a retail audit report by Nielsen, the retail grew by almost the same figure as in April 2016 through March 2017 – by 6.1%. The pace of sales growth in nominal value increased from April 2017 through March 2018 by 24.7%, and in 2016-2017 – by 14.3%.
The potato crisps segment made the main contribution to the growth of the snack market, occupying 34% in nominal value and 23.3% in unit value – its sales grew by 29% and 21% in nominal value and in unit value respectively. A year ago the sales growth was 17.1% and 5.9% respectively.
The sunflower seeds segment is the largest segment in sales in unit value – the share of total sales is 36.2%, and in nominal value – 26.3%. From April 2017 through March 2018, sales grew by 16.1% in nominal value and fell by 6.6% in unit value. “Private labels on the snack market are widely presented: the share of total sales is 11.5% in nominal value and 17.1% in unit value
Hypermarkets and supermarkets occupy the largest share of total channels – 50.2% in nominal value and 53.6% in unit value.
According to Nielsen, growth of snacks is seen in hypermarkets and supermarkets: by 17.3% in unit value and 36.8% in nominal value. Mini-markets showed a rise of 10.3% in unit value and 31.2% in nominal value.
Consumer confidence index in Ukraine is growing for the fifth consecutive quarter: in Q4 2017 it reached 61 points, which is 3 points more than in Q3 2017 and 9 points more than in Q4 2016, according to the Nielsen global consumer confidence report. “Consumer behaviors are evolving. However, we see how demanding they are in selection of goods, services and brands,” Managing Director of Nielsen in Ukraine and Belarus Vaios Dimoragas said.
According to him, having a limited budget, consumers want impressions and positive emotions from shopping, the Internet helps them make the right choice before buying.
The index is calculated by three indicators: the consumers’ assessment of the prospects for the labor market in the next 12 months, the level of financial wellbeing in the next 12 months, the willingness to spend money at the moment.
The increase in the consumer confidence index in the fourth quarter of 2017 compared to the third quarter of the same year is due to the improvement in the indicators for all three indicators.
According to the document, the absolute majority of Ukrainians continues to believe that the country is in a state of crisis, while the number of those has increased slightly: 93% – in the fourth quarter 2017 against 92% – in the third quarter 2017.
The number of consumers, who believe that the country will not get out of the crisis in the next 12 months, fell to 66% at the end of 2017 with a 74% quarter before.
On the first and second places in the list of concerns of Ukrainians are still feelings about the growth of utilities tariffs and war: 29% and 28% of consumers are worried about this, respectively. The top five reasons for experiencing also include rising prices for food, economy and health, according to the study.
According to it, 26% of Ukrainian consumers do not have free funds after buying essential goods. Those, with whom they stay, spend free money on new clothes (37%), make savings (29%), have fun outside the house (26%).
The value of the index above 100 points indicates the prevalence of optimists in the country, pessimists are below 100 points, and the value of 100 points is about the balance between optimistic and pessimistic expectations from the future.
