In April-May 2024, Organic Initiative Public Association will conduct a survey of knowledge and attitude of Ukrainian consumers to organic products. This is the second time such a survey will be conducted, the previous one was conducted by the association in November 2020.
The survey will analyse what the Ukrainians know about certified organic products and their attitude to them, as well as analyse consumer behaviour.
In particular, such data as the consumer’s profile and criteria for choosing organic products, expectations about the cost of different product categories, perception of organic messages, consumers’ stereotypes and barriers related to organic products will be tested.
According to the 2020 survey, 78% of consumers in Ukraine were ready to buy organic products but lacked information to help them make a choice in favour of organic. Despite this, the domestic market for organic products had been growing annually.
Of course, since the start of the full-scale invasion, the market situation has changed dramatically due to mass migration both inside and outside the country and a drop in purchasing power. At the same time, in 2023, retail sales of food products in supermarkets and shops increased compared to 2022.
The survey will be conducted among residents of the 5 largest cities of Ukraine: Dnipro, Kyiv, Lviv, Odesa, and Kharkiv, same as in 2020.
The survey is expected to provide the organic sector and organic market operators with valuable data for further work with Ukrainian consumers in terms of communications, marketing, and sales.
The survey is conducted by Organic Initiative Public Association in cooperation with research agency MZ HUB with the support of Switzerland in the frame of Swiss-Ukrainian programs “Organic Trade 4 Development in Eastern Europe (OT4D)” and “Higher Value Added Trade from the Organic and Dairy Sector in Ukraine” (QFTP).