These are the results of the survey of Ukrainian consumers’ opinions “Awareness and Perception of Organic Products in Ukraine” which was held in April-May 2024. Residents of the 5 largest cities of Ukraine took part in the survey, i.e., Dnipro, Kyiv, Lviv, Odesa, and Kharkiv (the statistical error is no more than 3%).
The survey was conducted by Organic Initiative Public Association in cooperation with research agency MZ Hub with the support of Switzerland in the frame of the Swiss-Ukrainian programs “Organic Trade 4 Development in Eastern Europe (OT4D)” and “Higher Value Added Trade from the Organic and Dairy Sector in Ukraine”.
Of course, the full-scale invasion has affected the incomes of Ukrainians which has led to a decrease in demand, including for organic products. At the same time, the number of people buying discounted products has increased by 47%.
But the results of the survey show that family and children’s health remain the greatest values for Ukrainians, as more than 50% are ready to buy organic products for children, taking care of their health.
Overall, healthy lifestyles remain a trend for Ukrainians. 47% of respondents say they follow a healthy lifestyle, and almost 70% of them associate it with healthy eating.
At the same time, only 40% of respondents understand what organic products are and how to distinguish them from nonorganic ones. To compare, in 2020, this figure was 46%.
Low consumer awareness of organic food products, their health and environmental benefits remains an important obstacle to increasing their consumption.
The study provides a wealth of information on what Ukrainians know about certified organic products, their attitudes towards such products, and consumer behaviour.
As this survey was conducted for the second time (the previous one was conducted in November 2020), it was possible to compare key indicators of awareness, attitudes and consumption of organic products with the data of 2020 and study the dynamics of changes.
For more information, please contact us:
Olena Deineko,
Chairman of the Board, Organic Initiative Public Association;
