On 29 May 2024, at 11:00 – 13:00, Organic Initiative Public Association is inviting organic operators, all organic stakeholders, and media to the presentation of the results of the survey of Ukrainian consumers “Awareness and Perception of Organic Products in Ukraine”. The event will be held online on Zoom platform.  

Registration for the event is required:  https://forms.gle/e9przqe7pQgcRDie9

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”.

The online survey was conducted in April-May 2024 using Lemur Panel. The survey involved 820 residents of 5 largest cities of Ukraine, i.e., Kyiv, Dnipro, Odesa, Lviv, and Kharkiv, women and men aged 25 to 55 with average and higher income.   

The study reveals a wide range of data on what Ukrainians know about certified organic products and their attitude to such products, as well as consumer behaviour.

The survey findings allow segmenting the target audience based on knowledge, attitudes, and consumption of organic products. The survey showed the barriers to perception of organic products, organic certificates, and labelling, analysed the consumer portrait and their behaviour in the category to find consumer insights. The survey also tested the areas of communication with consumers.

As this survey was conducted for the second time (the previous one was conducted by Organic Initiative in November 2020), one of the important results this time was the dynamics of key indicators of awareness, attitudes, and consumption of organic products compared to the data obtained in 2020.

Registration for the event is required: https://forms.gle/e9przqe7pQgcRDie9