Market Research on Beer in Ukraine
One of the largest domestic beer and soft drink producers approached MCG with a request for a quantitative baseline study on beer product consumers.
The purpose of the research was to determine the characteristics of consumer behavior among regular beer drinkers in the five largest cities of Ukraine (Kyiv, Kharkiv, Odesa, Lviv, and Dnipro) for the further development of the Obolon family of brands.
Research objectives
- Identify key socio-demographic characteristics of beer consumers.
- Investigate the frequency, locations, and situations of beer consumption.
- Assess consumer preferences regarding standard and non-standard beer packaging.
- Determine the acceptable price range for consumers (minimum and maximum price per liter).
- Evaluate brand recognition for both the client’s and competitors' brands.
- Investigate the audience’s experience with products from various brands in the market.
- Identify preferences and dislikes related to the consumption of products from the client's and competitors' brands.
- Identify current and potential communication channels with the audience.
Research methodology
The survey was conducted near beer sales points — supermarkets, local stores, and dispensing points. To avoid the influence of outdated perceptions about the target audience, the sample was formed without prior quotas based on age or gender — the only criterion was the purchase of beer.
Every fifth consumer was selected to record basic socio-demographic data (gender, age), after which they were invited to complete a full survey. The questionnaire was extensive but engaging for the respondents, covering questions about beer style and types, consumption situations, and more. To measure brand recognition, respondents were shown images of beer products, and their order was randomized to avoid the halo effect.
Results
The obtained data proved to be representative of regular beer consumers in the five largest cities of Ukraine. This allowed us to:
- Describe in detail the consumer behavior of the target audience, selection criteria, and consumption scenarios.
- Assess the recognition of beer brands, consumer experiences, and preferences both in general and within specific audience segments.
- Gather quantitative data on audience preferences both in general and across different segments.
- Explore issues related to cross-consumption of products from various brands.