Consumption trends of canned fish in Ukraine
According to the poll made by Gfk-Ukraine in early 2007, the bulk of the respondents, namely 48.6%, consume canned fish at least once a month. Half of them do it more often (2-3 times per month). And only 10.9% do not eat canned fish at all, according to Interrybflot Company.
In terms of awareness, the leading label is Akvamarin TM which has been mentioned first by 33.5% of the respondents. The second leading label is Riga Gold TM mentioned by 14% of the respondents (the label is known to the Ukrainians for canned sprats and canned sprat paste). The third top label is TM More winning a share of 4.9% of the respondents.
In terms of prompted recognition, the three leaders remain as above with the results of 79.2%, 65.7% and 25.6% correspondingly.
Some 57.8% of the respondents say that most often they purchase Akvamarine-labelled canned fish, while 8.6% prefer More-labelled canned fish and 7.9% choose canned fish under the Chukcha Rybak TM.
As for the leading label Akvamarin, the consumers characterized the products first of all as tasty domestic product from fresh fish with stable high quality and a wide range.
Questions | Answers | TOTAL | |
Number of answers | %% | ||
1. How often do you eat canned fish? | Once a week and even more often | 85 | 8.50% |
2-3 times per month | 238 | 23.80% | |
Once a month | 248 | 24.80% | |
Rarer than once a month | 319 | 31.90% | |
Never | 109 | 10.90% | |
Total | 1000 | 100.00% | |
2. Which trade marks of canned fish products do you know? 1st mentioning | Akvamarin (Sevastopol) | 191 | 33.40% |
Riga gold (Latvia) | 80 | 14.00% | |
More (Ukraine) | 28 | 4.90% | |
Chukcha Rybak (Kerch) | 14 | 2.40% | |
Maseko (Estonia) | 6 | 1.10% | |
Interrybflot (Ukraine) | 4 | 0.70% | |
Favorit (Crimea) | 8 | 1.40% | |
Marine Collection (Ukraine) | 11 | 2.00% | |
Pallada (Dzhankoi) | 1 | 0.20% | |
Istok (Belgorod-Dnestrovsky) | 1 | 0.20% | |
Kreon | 2 | 0.30% | |
Russian Fish World | 11 | 1.90% | |
Proliv | 7 | 1.20% | |
More Plus | 5 | 0.90% | |
Other | 9 | 1.60% | |
Difficult to say / I don't know / I don't pay attention to TM | 194 | 34.00% | |
Total | 572 | 100.00% | |
3. Which trade marks of canned fish products do you know? Other mentionings | Akvamarin (Sevastopol) | 286 | 50.00% |
Riga gold (Latvia) | 202 | 35.30% | |
More (Ukraine) | 66 | 11.50% | |
Chukcha Rybak (Kerch) | 60 | 10.50% | |
Maseko (Estonia) | 34 | 6.00% | |
Interrybflot (Ukraine) | 15 | 2.60% | |
Favorit (Crimea) | 43 | 7.50% | |
Marine Collection (Ukraine) | 32 | 5.60% | |
Pallada (Dzhankoi) | 15 | 2.60% | |
Istok (Belgorod-Dnestrovsky) | 14 | 2.50% | |
Kreon | 8 | 1.30% | |
Russian Fish World | 34 | 5.90% | |
Proliv | 23 | 4.10% | |
More Plus | 15 | 2.60% | |
Other | 18 | 3.10% | |
Difficult to say / I don't know / I don't pay attention to TM | 194 | 34.00% | |
Total | 572 | 100.00% | |
4. Which trade marks of canned fish products do you know? (PROMPTED RECOGNITION)? | Akvamarin (Sevastopol) | 453 | 79.20% |
Riga gold (Latvia) | 375 | 65.70% | |
More (Ukraine) | 146 | 25.60% | |
Chukcha Rybak (Kerch) | 157 | 27.50% | |
Maseko (Estonia) | 83 | 14.50% | |
Interrybflot (Ukraine) | 38 | 6.70% | |
Favorit (Crimea) | 100 | 17.50% | |
Marine Collection (Ukraine) | 80 | 14.10% | |
Pallada (Dzhankoi) | 46 | 8.10% | |
Istok (Belgorod-Dnestrovsky) | 51 | 9.00% | |
Kreon | 31 | 5.40% | |
Russian Fish World | 72 | 12.50% | |
Proliv | 46 | 8.00% | |
More Plus | 47 | 8.10% | |
Other | 0 | 0.00% | |
Difficult to say / I don't know / I don't pay attention to TM | 42 | 7.30% | |
Total | 572 | 100.00% | |
5. Which trade marks of canned fish products do you buy most often? | Akvamarin, Sevastopol | 331 | 57.80% |
Chukcha Rybak, Kerchensky RKZ | 45 | 7.90% | |
More TM, Ukraine | 49 | 8.60% | |
Marine Collection, Ukraine | 20 | 3.50% | |
Istok, Belgorod-Dnestrovsky | 6 | 1.00% | |
Pallada, Dzhankoi | 8 | 1.40% | |
Favorit, Crimea, Chistenkoye village | 17 | 3.00% | |
Russian Fish World, Russia | 18 | 3.20% | |
Kreon, Kaliningrad, Russia | 8 | 1.40% | |
Kapitan Vkusov, Dalpromryba | 2 | 0.30% | |
Interrybflot, Sevastopol | 12 | 2.20% | |
Mamonovo, RKZ, Russia | 1 | 0.20% | |
Iberica | 2 | 0.40% | |
Heinz | 0 | 0.00% | |
Brivais Vilnis, Latvia | 2 | 0.40% | |
Miksum, Lithuania | 1 | 0.20% | |
Riga Gold, Latvia | 177 | 31.00% | |
Maseko, Estonia | 14 | 2.40% | |
Other | 11 | 1.90% | |
Difficult to say / I don't know / I don't pay attention to TM | 108 | 18.90% | |
Total | 572 | 100.00% | |
6. Please, choose three descriptions fitting Akvamarin TM best of all. | Delicious, good taste | 289 | 63.80% |
High quality | 162 | 35.80% | |
Stable quality | 98 | 21.50% | |
Canned products from fresh fish | 74 | 16.40% | |
Attractive appearance of fish | 51 | 11.30% | |
Wide range | 88 | 19.50% | |
Easy to find on sale | 165 | 36.50% | |
Eco-clean product | 49 | 10.90% | |
Home producer | 102 | 22.50% | |
Selected canned fish | 48 | 10.60% | |
Good combination of quality and price | 121 | 26.80% | |
New trade mark | 8 | 1.80% | |
Difficult to say | 15 | 3.30% | |
Total | 453 | 100.00% | |