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제목 | 우크라이나 프라이팬, 스톡포트 및 주방용품 시장동향(2013.5) | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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게시일 | 2015-11-24 | 국가 | 우크라이나 | 작성자 | 오새봄(키예프무역관) | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
품목 | 알루미늄으로 만든 식탁용품ㆍ주방용품이나 그 밖의 가정용 물품과 이들의 부분품, 알루미늄으로 만든 용기 세정용구와 세정용이나 폴리싱(polishing)용 패드ㆍ글러브(glove)와 이와 유사한 것, 알루미늄으로 만든 위생용품과 그 부분품 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
품목코드 | 7615 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
작성일자: 2013.5.15 작성자: 키예프 무역관 Aleksei Khranowski (kotrakiev@terabit.net.ua)
1. Demand and consumption trend
□ Overall metal kitchenware demand & consumption trend
○ The kitchenware(including frying pan, casserole, etc) belongs to the consumer commodities group, that’s why the demand for the kitchenware is linked to the economic situation as a whole and to the individual ability to pay. Nowadays Ukrainian economic situation is affected by Western European economic downturn, wobbliness at the rest of the world markets and by the domestic political vulnerability. All this does not talk about the fact the current dynamics of Ukrainian economic growth satisfies the needs of the population. In spite of this Ukrainian metal kitchenware market showed some growth during the period of 2009~2012.
Metal kitchenware and accessorizes sales (Unit: $ million per year) Source: State Statistics Committee of Ukraine, market operators
○ This growth in monetary equivalent can be explained by the inflation rate growth(that partially creates the appearance of the market volume growth) and by the partial demand growth recovery after notorious 2008. After passing 2008 and till now the incomes of the population though a bit but grew as well as the number of jobs. But if we take the current market volume independently (do not compare to 2008), it shows that the market is not resumed. Nevertheless the kitchenware is always required commodity to Ukrainian people, therefore this market has no impressive enough reasons for the near reduction but under favorable economic conditions it has the prospects for the development.
○ The consideration of the sales volume dynamics of the kitchenware market’s main sectors, by the material type which is used for its production, also gives the opportunity to describe the market demand as slowly growing.
Aluminum kitchenware sales (Unit: $ million per year) Source: State Statistics Committee of Ukraine, market operators
○ The aluminum kitchenware is one of the most demanded types among local customers: it is light and it has rather high thermal conductivity. It is easy to cook using aluminum kitchenware and Ukrainian customers can find too many types of the aluminum kitchenware in the shops, therefore the demand for the aluminum kitchenware is rather high and growing, as seen from its sales.
Stainless steel kitchenware sales (Unit: $ million per year) Source: State Statistics Committee of Ukraine, market operators
○ Stainless steel kitchenware is also popular among Ukrainian customers despite its some disadvantages: the stainless steel kitchenware is heavier than aluminum products and, if the kitchenware has no special coating and it lacks the oil or water, the food often sticks in it. At the same time the stainless steel kitchenware has glowing appearance and gives it more design value. As seen from the stainless steel kitchenware sales, the demand for it is lower comparing with aluminum kitchenware but it is growing.
Cast iron kitchenware sales (Unit: $ million per year) Source: State Statistics Committee of Ukraine, market operators
○ Most of Ukrainian customers consider the cast iron kitchenware as outdated: it is too heavy and the food cannot be stored in it for a long time because of material’s chemical specifics. Aside from, the food often sticks in the cast iron and often the design of the cast iron kitchenware cannot fit the customer’s taste. As seen from the sales, the demand for the cast iron kitchenware is not high. The cast iron is demanded mainly by the old people and those who live in small villages where this material is traditionally popular. To the point, the cast iron kitchenware sometimes is demanded by the special customers(gourmets) who are convinced that the cast iron material gives a unique taste to the food during cooking.
Other metal kitchenware sales (Unit: $ million per year) Source: State Statistics Committee of Ukraine, market operators
○ Sales of the rest of the metal kitchenware(copper, etc.) confirm the trend that Ukrainian market is slowly growing.
Market share by metal type (in monetary equivalent, 2012) (Unit: %) Source: State Statistics Committee of Ukraine, market operators
○ As seen from the market share by kitchenware type, the aluminum kitchenware and stainless steel kitchenware are the most popular among Ukrainian customers. But there are some differences in exactly the sectors of the aluminum alloy and the stainless steel kitchenware: the aluminum alloy frying pans are more popular than the aluminum stockpot, and, in contract, the stainless steel stockpot are more popular than the stainless steel frying pans. The cast iron kitchenware is sold in Ukraine but the demand is rather low.
□ Aluminum kitchenware demand & consumption trend
○ Aluminum frying pan - When Ukrainian customers look for the proper frying pan(same as for the other kitchenware, including stockpot) to buy, they are usually guided by several statements: · The frying pan should be high-quality and improve food taste during cooking; · It should be safe to the human health and environment; · The brand of the frying pan’s manufacturer should be recognizable because it can also attest product’s quality and safety; · The design of the frying pan should satisfy the personal tastes of the customer and the price should match the customer’s financial ability. - Now the customer’s approach to buy the frying pan is more exacting than 15-15 years ago when the average Ukrainian household had only 1 frying pan for all culinary purposes. Nowadays Ukrainian customer prefers to have several frying pans for different culinary needs: mid-size frying pan for cooking traditional food, small frying pan for frying pancakes, grill-pan for cooking steak and fish, casserole pan for sauces, wok-pan for vegetables etc. Besides, as opposed to the days of 15~20 years ago, when all frying pans at any household were of the round shape, nowadays more Ukrainian customers often buy the frying pans of the square and rectangular shape because such frying pans have rather new design and bigger square. It is either easier to store it. In addition to all, nowadays Ukrainian customer has the opportunity to buy the frying pan with any of several non-stick coating types that simplifies the cooking process. All these advantages of the modern frying pan, which relatively recently appeared at the market, influence Ukrainian frying pan and, in particular, aluminum frying pan, market demand trends. - “More urban youth and mid-age prefer aluminum” · Notwithstanding that the perception of using aluminum frying pans chemical danger exists at the market, the majority of Ukrainian customers prefer to buy exactly aluminum frying pans. The aluminum frying pans are light and rather cheap comparing with the stainless steel and cast iron frying pans. Besides, the aluminum frying pans are characterized with the high thermal conductivity. The aluminum frying pans heat up faster comparing the stainless steel and cast iron analogues, thereby the aluminum frying pans are too popular among Ukrainian young and mid-age urban people, who spend much time at their work and have less time for cooking. - “Stamped aluminum retreats, die-cast aluminum attacks” · Though the stamped aluminum alloy frying pans are actively purchased in Ukraine, the current sales trend indicates that more customers buy the die-cast aluminum frying pans. Notwithstanding that the stamped aluminum alloy frying pans are too cheap, nowadays the customers prefer the die-cast aluminum frying pans with the thicker bottom and sides. It happens because most of the young and middle-age urban customers have the electric ovens and the stamped aluminum frying pan is often deformed when it is overheated at the electric oven. In addition, the stamped aluminum frying pans are short-lived that is not satisfying for most of Ukrainian customers. - “Ceramic in a high trend” · Certainly, the coating type influences the purchasing preferences of Ukrainian customers. When first frying pan with PTFE coating(more recognizable as Teflon in Ukraine) appeared 18~20 years ago in Ukraine, it generated a boom at the kitchenware market. The frying pans with PTFE coating were non-stick and it was a relief for Ukrainian people, who never experienced such easy cooking before. Later, in 5~8 years the frying pans with PTFE were said to have possible harmful effect on the human health(when it is overheated or scratched when cooking) and this issue is actively discussed in the culinary society. But till now the frying pan with PFTE coating is actively purchased by Ukrainian customers most of whom do not see the equal replacement to it. Relatively recently, 1~2 years ago, the frying pan with the ceramic coating appeared at Ukrainian market and immediately it was perceived as the replacement to the frying pans with PFTE coating. The active demand for the frying pans with the ceramic coating was intensified by the eco-trends which germinated in Ukraine in tune with the dominating eco-flow in Western Europe. The current trend indicates the sales of the frying pans with the ceramic coating are growing in 2011, 2012 and in 2013. Ukrainian customers recognize the frying pans with the ceramic coating as the non-stick, that gives the possibility to use less oil and fat when cooking, and as ecologically clean that guarantees safety for human health. Nonetheless in 2012 some customers, who used the frying pan with the ceramic coating, were not satisfied with it. As they said, at the beginning of use(1~2 months) the frying pan with the ceramic coating is totally non-stick but later the coating is impaired by food or tools(the fractions of the coating might be drop out), subsequently the food starts sticking a bit. This finding was not admitted the manufacturers but it pushed the customers on the solution to purchase the frying pans of higher price level and which are manufactured by recognizable, mainly Western European, companies. Those customers, who were irrevocably disappointed with the ceramic coating, returned to use the frying pans with PFTE coating. Nevertheless it can be said that now the ceramic coating is in a high trend at Ukrainian market. - “Frying pan bestseller” · In obedience to Ukrainian kitchenware market operators’ opinion, the die-cast aluminum frying pan with the ceramic coating of the round shape with 24~28㎝ diameter size and which used for the traditional cooking is the bestseller of Ukrainian frying pan market. Ukrainian market operators expect the growing demand for the die-cast aluminum alloy frying pan with the ceramic coating in 2013.
○ Aluminum stockpot and other kitchenware
- “No aluminum’s domination” · Nowadays aluminum stockpot is demanded at Ukrainian kitchenware market, but, unlike the aluminum frying pans, it does not have the domination at the market. In addition, most of Ukrainian kitchenware market operators assert that nowadays the aluminum and stainless steel stockpot are well-demanded in Ukraine and these two types of stockpot are best sold comparing with the other types like oven proof glass or ceramic stockpot. At the same time the operators says that the aluminum alloy stockpot are less demanded than the stainless steel analogues. The recent trend indicates that the stainless steel stockpot sales are growing and getting more popularity because stainless steel stockpot is more strain resistant and its glossy appearance is preferred too much. This trend is well-reflected in the segment of the expensive stockpot where the stainless steel stockpot exceeds the aluminum alloy stockpot.
Market offer (Unit: %) Source: State Statistics Committee of Ukraine, MarketShop, Fraza.ua, market operators
· More Ukrainian customers prefer purchasing the forged aluminum alloy stockpot because its bottom and sides are sick that makes it more strain resistant. The forged aluminum alloy stockpot heats longer but the heating is done more evenly and it is better for the taste. Besides, more Ukrainian customers prefer the forged aluminum alloy stockpot because it is heavier. In spite of that the heavier stockpot is unhandy to lift, Ukrainian customers prefer its weight because, in their opinion, it indicates that such stockpot is more expensive and valuable. · Ukrainian customers prefer to purchase the aluminum stockpot in sets because it is easier to integrate it into the interior design and it is possible to use different types of the stockpot for the exact needs (like milk boiling, sauce cooking etc). Usually the set consists of 3~4 stockpots(1, 2.5, 3~4, 5~6 liters) that it is enough for the average cooking needs. · Most of Ukrainian customers prefer to purchase the aluminum alloy stockpot with the glossy design because the customers consider it as the modern design. Besides, the customers prefer to buy the aluminum alloy stockpot with the glass cover because it gives the opportunity to monitor the complex cooking. The trend indicates that more customers buy the stockpot with the metal handle on the two-point welding because such handle is not heated.
2. Competitors
□ Market share
○ Ukrainian frying pan and stockpot market is shared between the range of the foreign and several domestic manufacturers.
Frying pan
Stockpot
○ More than 85% of Ukrainian market of the frying pan and stockpot is occupied by the foreign brands. Ukrainian frying pans and stockpot are manufactured by Biol and Siton. Biol manufactures rather high-quality aluminum frying pans and stock pots with the ceramic coating but most of Biol kitchenware is exported to Russia Federation. Siton manufactures the cast iron kitchenware which is not actively demanded in Ukraine.
○ European brands of the frying pan and stockpot are the most popular in Ukraine, that’s why two types of European brand frying pan and stockpot can be found: those which are manufactured in European countries and those which are manufactured in China and packed in European countries. Sales of the kitchenware of the second types are growing because the brand is European but the price is lower. These frying pan and stockpot are mostly sold in the mid and low price sector of the market.
Aluminum alloy frying pan with the ceramic coating market share (in monetary equivalent) (Unit: %) Source: market operators
○ The market of the aluminum alloy frying pans with the ceramic coating is divided by the range of brands with the similar shares but Berghoff, Vitesse and Bergener brands are sold more than other because these brands are actively promoted at the retail supermarkets and at the internet. Nowadays Ukrainian market of the aluminum alloy frying pans with the ceramic coating is extending with the new brands, that’s why it is expected that soon no one brand will have the apparent dominance and all of them will be sold in the similar volumes.
Aluminum alloy stockpot market share (in monetary equivalent) (Unit: %) Source: market operators
○ The trend indicates, that those brands which occupy prevailing market share at Ukrainian market of the aluminum frying pans, are also popular at the market of the aluminum stockpot. Nowadays Ukrainian customers prefer to buy the frying pans and the stockpot as a one brand set because such kitchenware is consolidated by same design concept and material quality. That’s why Berghoff, Bergner and other brands are popular at Ukrainian market of the aluminum stockpot.
□ Price characteristics
Aluminum frying pan with the ceramic coating price
Source: market operators
Aluminum stockpot price
Source: market operators
3. Sales channels and distribution structure
□ Distribution structure scheme
Source: market operators
□ Sales channels characteristics
○ The distribution structure at Ukrainian market of metal kitchenware is similar for the frying pan and for the stockpot. Upon the whole, we can divide all elements of the distribution structure into 4 groups: the manufacturers, 1st stage dealers, 2nd stage dealers and the customers. The group of the manufacturers is represented by the foreign and domestic companies. Onwards, the group of 1st stage dealers consists of the mono and multi-brand importers and dealers. These companies later supply the kitchenware to the 2nd stage dealers which are the retailers. The group of 2nd stage dealers is the most diverse and is represented by the internet-shops, specialized shops(which sell exactly the kitchenware), household commodities shops(which except kitchenware can sell other commodities like household cleaning means etc.), food and non-food supermarkets, construction supermarkets, electronics supermarkets etc. Usually the customers can purchase the kitchenware from the companies of 2nd stage dealers. Besides, the customers can buy the frying pan and the stockpot from the mono-brand shop and internet-shop, which is owned by the mono-brand importer and dealer, or from the manufacturer’s shop and internet-shop. Sometimes the importers of the foreign kitchenware use the direct distribution method when the sales managers of the company visit the customers at the offices or public places and sell the kitchenware exactly there.
○ The load on the sales channels depend on the kitchenware type, specifics, price etc. Usually the frying pan and stockpot of the well-known brands are mostly imported by the mono-brand dealer and sold directly to the customers through the mono-brand shop(boutique) or through the mono-brand internet-shop. Usually this channel is considered as the premium method for the high-quality kitchenware distribution. Selling the kitchenware through the multi-brand dealer is not common for Ukrainian market and it happens when the importer deals with the several manufacturers which supply same commodity group(frying pan) but different types of it(like stainless steel and aluminum alloy frying pan at the same time). The domestic frying pan and stockpot manufacturer usually supplies the kitchenware to the customers by several methods: through own shop or internet-shop and through the multi-brand dealer who later supplies the kitchenware to the retailers. But nowadays the current trend indicates that domestic manufacturers prefer to supply the kitchenware directly to the retailers, without supplying to the multi-brand dealer. It happens because the domestic manufacturers want to retain the low price of its products exactly till the purchasing by the customer. With that, purchasing the frying pan or the stock pot at the manufacturer’s shop or internet-shop is too popular among Ukrainian customers because they consider that the kitchenware, which is sold there, is cheaper and it is guaranteed not to be forged.
○ The current trend indicates that nowadays more Ukrainian customers prefer to buy the frying pan and stockpot through the internet-shops because the kitchenware is cheaper there for 5~10% and the delivery is possible. Besides, purchasing through the internet-shop gives the opportunity to compare the kitchenware of different brands and to read the characteristics of the kitchenware. Nowadays internet is becoming more popular method for purchasing because it is possible to find more information about the kitchenware that at the shop.
○ The supermarkets of the different types are the popular place to buy the frying pan or the stock pot. The latest trend indicates that Ukrainian customers prefer to buy the expensive frying pans at the electronics or construction supermarkets where they expect to get a guarantee of high quality and non-forging. The cheap and mid-price frying pans are mostly purchased at the food and non-food supermarkets, where the frying pan can be the additional purchasing to the food. Meantime, the electronics supermarkets sell few stockpots, that’s why it is not a popular place to buy it. The customers prefer to buy the stockpot at the food and non-food supermarkets or at the specialized kitchenware shops where they can get more comprehensive information about the kitchenware. At the same time less customers prefer purchasing the kitchenware directly from the sales representative who visits them at the office or at the public places because Ukrainian customers often recognize such kitchenware as forged.
□ Some instances of the sales channels
○ Berghoff(Belgium and Chinese frying pan manufacturer) supplies the frying pans to Ukrainian mono-brand importer and dealer ‘Euroset’ LLC which later sells the frying pans through the chain of the brand shops ‘Berghoff’ and supplies the frying pans to the construction supermarkets(‘Epicentre’), electronics supermarkets(‘Foxtrot’), food and non-food supermarkets(‘Metro Cash&Carry’), internet-shops(Fotos.ua) and numerous retail shops. Same business channels common for most of the frying pan and stockpot brands which are distributed on the territory of Ukraine. Usually the mono-brand importer and dealer execute the functions of sales and promotion.
○ Biol(Ukrainian manufacturer of the frying pan and stockpot) sells the kitchenware through its internet-shop and brand shops ‘Biol’ and supplies the frying pan and stockpot to Ukrainian retailers: food and non-food supermarkets(‘Velyka Kyshenya’, ‘Metro Cash&Carry’, ‘Furshet’), construction supermarkets(‘Epicentre’), internet-shops(Fotos.ua, Posuda-nadom.com.ua) and numerous retail shops. Same sales channels are common for the domestic kitchenware manufacturers which supply the frying pan and stockpot directly to the retailers and sell the kitchenware through its brand shops and internet-shops.
□ Opportunities for Korean supplier
○ The most common method for the foreign supplier of the kitchenware to enter Ukrainian market is to deal with the importer and dealer because it is rather unprofitable to establish the representative office having no sales in Ukraine before. Usually the mono-brand importers and dealer prefer not to extend their business with the new brand of same kitchenware because they do not want to damage current sales. That’s why the multi-brand dealer can be a proper partner to start sales of the kitchenware in Ukraine. But there are few multi-brand importers and dealers in Ukraine. At the same time mono-brand dealers can be interested to start dealing with one more brand if the new brands represents different kitchenware (if the importer deals with the stainless steel frying pan, it can be interested to get a business proposal of the aluminum frying pan). Nowadays there are few Ukrainian kitchenware importers who showed interest in Korean frying pan and stockpot. The suggested list of the importers and dealers, who earlier showed the interest, can be contacted with the business proposal of Korean kitchenware.
Ukrainian importers of the kitchenware
Source: market operators
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