Consumption trends of canned fish in Ukraine

October 8, 2007 11:57

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%

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