The growth of the ayran market in Ukraine: annual growth of 15-17%

In Ukraine, there is a steady increase in the production of ayran, a traditional fermented milk drink of the Turkic peoples. According to the data of the main dairy processing companies provided to Delo.ua, during 2021-2023, the production of this product increased by 15-17% annually. The largest players in the ayran market are "Aryaka" LLC (TM "Onur") and the holding "Milk Alliance" (TM "Yagotynske"), each of which occupies about 35% of the market share.

Khalil Aydin, co-owner of "Aryaka" company, notes that "Onur" produces about 30 tons of ayran daily, while its customers are ready to buy up to 50 tons per day. This suggests that the total daily production of ayran in Ukraine may reach approximately 100 tons, taking into account Onur's market share. However, other market participants believe that the production of ayran is measured only by tens of tons per day.

The positioning of ayran also varies among manufacturers. For "Onur" this product is the main one, around which the entire activity of the company is built. At the same time, other large Ukrainian dairies include ayran in their assortment, focusing on kefir and other traditional Ukrainian fermented milk products.

Producers also note the limitations of the Ukrainian ayran market: the volumes of its export and import remain insignificant. The logistics of supplying ayran from other countries makes its retail price uncompetitive compared to local products. However, the demand for ayran among Ukrainians is growing, so manufacturers are primarily trying to satisfy the domestic market.

"Ukrainians have discovered ayran and are switching to it from traditional fermented milk products. For example, one large retail chain buys products from us for over a million hryvnias every day," reports Khalil Aydin.

The main channels of ayran sales are retail chains (40-45%) and the retail segment, including HoReCa establishments (40%). Large milk processing holdings usually focus more on chain stores, while "Onur" began its distribution with street fast food outlets. The company is using its smaller marketing and promotion budgets to attract new customers, emphasizing street food presence as additional advertising.