The volume of Ukraine’s meat and sausage products (MSP) market amounted to about 395 thousand tonnes in 2024 and, according to forecasts, is expected to decline to 382 thousand tonnes in 2025. At the same time, the market will grow in monetary terms from UAH 71.6 billion to UAH 84.5 billion, mainly due to inflation. This was written for NV by Oleksandr Palamarchuk, Category Director for Meat and Sausage Products at MHP, ProAgro Group reports.

According to him, the key factor behind the decline in sausage consumption is Ukraine’s demographic situation, as the population continues to shrink, reducing the number of consumers. At the same time, changes in consumer preferences are playing a role, with people increasingly opting for higher-quality products with greater added value.

Palamarchuk also noted that the MSP market is highly fragmented: even the top five sausage producers together account for only about one-third of total sales. The company ranked fifth holds a market share of just around 2%. The remaining 70% of the market belongs to dozens of local producers, ranging from small workshops to regional brands that have a strong understanding of their local customers.

“Consumer surveys confirm that local brands and unbranded loose products consistently rank among the top two choices in every region. For example, in western Ukraine they are chosen by 45% of consumers, while in Kyiv and the surrounding region this figure is 35%. This highlights the importance of trust, proximity and habits shaped within the cultural context of each region,” Palamarchuk said.

As previously reported, MHP plans to open a pilot industrial facility for the production of alternative protein based on insects by the end of the first quarter of 2026.

Source: Dengi.ua