The taste preferences of Ukrainians have become more pragmatic. Inflation is forcing them to forgo delicacies such as caviar or seafood in favor of more affordable products. There is stagnation in the "luxury" product category.
Considering consumer priorities, Food Market in Epicenter focuses on three key components. First, it is the balance between affordable pricing and quality, achieved through products from small local producers or in-house production. For instance, the Food Market in the capital's Epicenter shopping center on Berkovetska Street has its own confectionery, full-cycle bakery, as well as a cheese factory and a section for in-house meat products.
The second aspect is the vibrant designs of food courts. In the current circumstances, people are busy and anxious, so they seek a pleasant experience when visiting the store, says Oleg Shkarovsky, head of the "Food Retail" department at the Epicenter shopping center chain.
Thirdly, there is the in-house culinary and bakery. Due to power outages, air raid alerts, and general stress, there is less time for home cooking. In 2024, culinary sales in the Food Market chain, developed by Epicenter, increased by more than 50%.
"People want to eat quickly, well, and affordably. Variety is no longer a primary need; instead, accessibility and practicality have come to the forefront,” explains Oleg Shkarovsky.
Top 10 most popular products that Ukrainians choose for festive tables and gifts:
Despite the desire to save, Ukrainians do not deprive themselves of small pleasures. This is evidenced by the consistently high sales of chocolate and cheese, as well as a 20% increase in demand for sweets. Sales of whiskey have significantly increased compared to the pre-war period, while vodka sales are declining. Amid a general decrease in demand for traditional types of meat, such as pork, chicken sales remain consistently high.
Despite the overall trend of saving, shrimp have become an exception. Thanks to the lowest market price offered by Epicenter, their sales are showing rapid growth.
In the semi-finished product category, there is also noticeable positive dynamics. Frozen products such as dumplings, varenyky, and pizza are experiencing growth due to their convenience and quick preparation.
The highest dynamics are shown in the categories of meat and fish production (+71.6%), fresh products (+43.3%), and baked goods (+47.9%). Regionally, the best performance is in the central regions of Ukraine. The east and south, where hostilities continue, remain the most challenging for business development.
"Epicenter aims to brighten the gray everyday life that all Ukrainians are currently experiencing with a vibrant customer experience. Each of our Food Markets becomes part of this mission,” emphasizes Shkarovsky.
Currently, there are 27 Food Market stores operating in Ukraine with a total area of 46.4 thousand sq. m. In 2024, three new locations were opened: in Kyiv (Balzaka), Chabany, and Chernihiv. Next year, there are plans to launch outlets in Brovary, Obukhiv, in western Ukraine, and another one in the capital.