With the onset of summer, Ukrainians' consumer baskets traditionally change their contents. In June, the focus of buyers shifts en masse to seasonal fresh vegetables, berries and fruits, which is why demand for classic dairy products begins to fall sharply. In order to maintain sales volumes and avoid spoilage of goods, large retail chains in the capital are preparing large-scale promotional offers.
What categories of dairy products will be on the shelves with yellow price tags, Olena Zhupinas, Deputy Director General of the Milk Producers Association, told the UNIAN news agency in a comment.
Summer shopping trends: what's getting more expensive and what's on sale
According to the expert, the decline in demand is a common seasonal trend, but it does not affect the entire range of dairy products. Currently, there is a clear division in the market:
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Popular "white" cheeses: Cheese products (in particular, brynza, feta, mozzarella, and suluguni) on the contrary show an increase in sales in the summer. This is due to the high popularity of light summer salads with fresh herbs and vegetables among the townspeople. You should not expect significant discounts in this category.
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Fatty dairy products (butter, sour cream, cream): These positions are the first to be hit by dietary changes. People try to eat fewer high-calorie and filling foods in the heat.
"In June, we will again observe a large number of promotions in supermarkets specifically on fatty products - in particular, on butter and sour cream. Chains will be forced to reduce retail prices in order to maintain sales at the proper level," predicts Olena Zhupinas.
External factors: geopolitical conflicts and crowded warehouses in the EU
In addition to internal seasonal factors, price tags in Ukrainian stores are significantly pressured by global geopolitics. The European Union is one of the largest global exporters of dairy raw materials and powdered milk to the Persian Gulf countries. However, due to the serious aggravation of the international situation and the US sanctions against Iran, the usual trade chains have broken down, and finished goods have begun to accumulate in European logistics hubs.
This directly affects the Ukrainian market:
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Import surplus: As European producers seek new markets, they are massively shipping their products to Ukraine at dumping prices. Foreign hard cheeses have already significantly displaced domestic brands on the shelves of Kyiv supermarkets, and the next stage will be the expansion of imported butter.
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Total overproduction: The global surplus of raw milk has been going on for several months now. As a result, Ukrainian farms have found themselves in a difficult situation and are forced to sell raw milk to dairies at prices that are often lower than its real cost.
Experts remind that a similar situation with a promotional boom around butter was already observed in April. In June, this inflationary trend will be repeated, so for the capital's housewives there will be an excellent opportunity to profitably purchase fatty dairy products for storage.
