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Fresh fruit and vegetable market in Ukraine
2011-05-13
Geographical coverage
Ukraine
Delivery time
16 weeks
Client's need
Our client, a leading global finance institution, asked PMR for professional consultancy support in its nationwide retail project. PMR was also asked to analyse the fresh fruit and vegetable market in Ukraine in detail. It was important for the client to understand how the market functions, along with the key problems which affect it, in order to provide due surveillance and support for agricultural producers and distributors and for retailers of fresh fruit and vegetables.
Our deliverables
Extensive research into Ukraine’s fresh fruit and vegetable market volumes, distribution models, key problems and main aspects of further development was carried out by experienced PMR consultants by means of qualitative and quantitative market research methods designed by PMR. In-depth, face-to-face interviews with leading market experts and benchmarking with another CEE country were incorporated into the research. This helped to verify the data gathered by means of desk research and offered an alternative insight into solutions for market problems. Members of the PMR project team worked partly in Ukraine. This allowed us to meet the most important market players in person and facilitated the process of gathering primary data. A mixture of primary and secondary data allowed PMR to estimate the sales volumes of each fruit or vegetable analysed, and its sales channels in particular, to carry out historical analyses and to present a three-year market forecast for Ukraine.
Value for the client
The client received a detailed market report which analysed all aspects of the fresh fruit and vegetable market in Ukraine (market volumes and values, extensive descriptions of business, logistics and communications models and a detailed analysis of the retail market). The report showed the client the potential of the market and helped to understand its main problems and the solutions offered by producers, distributors and retailers. In addition, a presentation on important research findings was organised, and this served as a platform for leading market players to meet each other, discuss the findings and exchange their ideas on the future of the market.
