Determinants of the formation of the meat and sausage products market in Ukraine

Purpose. The aim of this study is to identify the key determinants shaping the Ukrainian market for meat and sausage products (MSP) amid economic uncertainty, using a segment-oriented approach and analysing consumer preferences. Methodology. Primary and secondary marketing data were analysed. To identify trends in changes to consumer preferences for ready-made MSP, two surveys were conducted using Google Forms – in the pre-war period (265 respondents in 2021) and during the Russia-Ukraine war (231 respondents in 2024), using the identical set of questions. The range of fluctuations in the influence of factors on consumers’ choice of MSP was determined using an econometric model. The χ² test, Cramer’s V and φ coefficient were used to establish the degree of relationships between the variables. Results. The main factors influencing consumers’ choice of MSP in the pre-war period and during wartime are personal experience, product composition, discounts and special offers, and the price of the goods. However, recently, when purchasing MSP, consumers have placed greater importance on price and discounts, as well as product composition; there has also been an increase in their preference for smaller-weight packaged products, the search for product information online, and purchasing these items in supermarkets. For different types of MSP, which are favoured by specific market segments, producers must adopt a differentiated approach, focusing on the factors identified in this study. Producers of dry-cured sausages, cured meat products, cooked and cooked-smoked sausages, wieners and short sausages should pay particular attention to the composition of these products, whilst producers of meat rolls and pates should focus on price, which is crucial in the production and marketing of these goods. At the same time, enhancing the brand image is important for all producers of MSP, as this is a factor that consumers consider when choosing products. Originality. The key determinants influencing consumer priorities regarding various types of MSP in Ukraine, and how these priorities changed during martial law compared with the pre-war period, have been identified and summarised. The methodological approach to assessing the influence of determinants (such as product composition, price, brand, consumption experience, availability, consumer habits, discounts and promotions, packaging, and healthy eating motivations) on shoppers’ choice of specific types of MSP has been refined, taking into account their demographic and economic characteristics. Practical implications. The findings provide a better understanding of the specific behaviour of Ukrainian consumers in the MSP market and can be used by producers to develop effective marketing strategies. The application of these results by producers of MSP in Ukraine could enhance their competitiveness in the market and reduce the volume of imports of these products.