The state of the dairy industry of Ukraine is one of the most frequently discussed topics. Particular attention is paid to this subject during the escalation of trade relations between Russia and Ukraine concerning the export of Ukrainian cheese into Russia.

 
In the past few years, more than 50% of cheeses produced in Ukraine were exported, and the producers did not pay enough attention to the domestic market. At the beginning of 2012 the "cheese conflict" between Ukraine and Russia was put on the front pages of information publications. Charges filed by the Russian party and exports ban have strongly affected not only economic indicators, but also the image of the domestic producers.
 
Against the background of this conflict Ukrainian consumer found himself in the shade. It is interensing, which brand and producer are preferred?
 
Kiev International Institute of Sociology conducted a survey of the population's preferences in the brand when choosing cheese. The study was conducted during the period of September 18 - October 5; 2,043 respondents were interviewed; the survey covered all regions of Ukraine, sample was random and aged 18 years and older. Statistical sampling error without design effect does not exceed 2.2%.
 
In the top five brands there are TM "Shostka" - 9.3%, TM "Zvenigora" -6.8%, TM "Como" - 5.8%, TM "Cheese Club" - 4.7% and TM "Milky Way"- 4.3%. Preference leaders include national brands which can be found in most supermarkets all over the country. As for the other brands, they are located in the following sequence:

 

Tell me, please, what is the cheese trade mark that you personally or your family buy the most?

Trademark	%
Shostka	9.3
Zvenygora	6.8
Como	5.8
Cheese club	4.7
Pyriatyn TM «Milky Way»	4.3
Tulchynka	3.4
President	3.1
Dobriana	3.0
Bashtanka ТМ «Slavia»	1.8
Globyno	1.7
Vys	1.2
ХМСБ ТМ «Creamy Paradise»	1.0
Litin ТМ «Bilozgar»	0.8
Gadiachsyr	0.6
Novgorod-Siverskiy	0.6
Chortkiv	0.6
Kamenka	0.5
Moli	0.4
Vapniarka	0.4
Andrushkovka ТМ «Zolotava»	0.3
Kalanchak	0.3
Novo-Troia	0.2
Rosi	0.2
Milky Doctor	0.2
Other	8.8
I don’t remember the TM name	24.1
Difficult to say/Refuse	14.2

 

It is also interesting that the consumers’ prefer local and regional producers. Thus, Piryatinsky cheese factory is a leader in the Poltava region (33%), TM "Zvenigora" is a leader in Cherkasy region (30%), Litinskii Cheese Factory TM "Bilozgar" is a leader in Vinnytsia region (16%), and consumers of Mykoliav region prefer TM "Slavia" produced by PJSC "Bashtansky cheese factory" - 39%.
Large cities such as Kiev, Donetsk, Dnipropetrovsk and Kharkiv, prefer national brands which are represented in a wide assortment in supermarkets nearby.
 
According to a survey Kiev and Donetsk regions residents prefer Shostkinsky Head Milky Factory (23% and 19% respectively; Dnipropetrovsk region habitants prefer TM "Zvenigora" and TM "Cheese Club" (15%), and Kharkov region residents equally like TM "Shostka" and Pyriatyns cheeses (14% and 12% respectively).
 
In general we can say that the Ukrainian consumer does not pay much attention to cheese producer and its brand image when he chooses cheese; almost every second does not remember or hesitates about the name of the trademark that he buys (38%). This makes us think that sales of the abovementioned trademarks and their awareness among the population may vary significantly.