Global Distribution of Ukrainian Desserts: How to Expand Sales Markets

The global confectionery market is growing and transforming. According to forecasts, by 2030, its volume will reach $286.3 billion. This is a unique opportunity for Ukrainian manufacturers to make a name for themselves. In addition, the “Made in Ukraine” brand is becoming a symbol of sustainability and quality, opening up new opportunities for the export of Ukrainian desserts.

Nasoloda has 26 years of experience in the Ukrainian and European markets. In this article, we share our secrets for successfully entering new markets and establishing effective global distribution.

How to choose a country to start with?

The main rule when planning to export sweets is: don’t try to conquer the whole world at once. Start with 2-3 countries where you have the best chance of success. To find them, evaluate several factors:

1. Demand. Analyze the market size and average consumption of sweets per person. European markets are among the largest in the world.
2. Audience. The Ukrainian diaspora is your most reliable first customer. They will be happy to buy a familiar taste and tell their friends about it.
3. Logistics. Geographical proximity, such as to Poland or Romania, a lot simplifies and reduces the cost of delivery.
4. Competition. Assess whether you can compete with local giants. Sometimes it is better to enter a smaller market with less competition.

Expert advice: start with Poland. This country is an excellent starting point for exporting Ukrainian desserts. Once your product becomes popular in small ethnic shops, large chains such as Biedronka or Lidl will take an interest in you themselves.

How to find a reliable partner?

A distributor is your hands, eyes, and ears in a new country. Effective global distribution of your products depends on them. Choosing the wrong partner can be costly.

Before signing a contract, check the candidate:

• Experience and reputation. How long have they been in the market? What do store owners say about them?
• Access to stores. Which retail chains do they work with? Are there any among them that you want to get into?
• Specialized warehouses. Do they have temperature-controlled warehouses? This is critically important for chocolate and desserts.
• Brand portfolio. Do they sell products from your direct competitors? This creates a conflict of interest. Ideally, their products should complement yours.

Remember, a good partner will help you build a strong brand and establish stable exports of Ukrainian desserts to a new market.

Logistics and certification: boring but extremely important things

Imagine that a customer in Berlin buys your chocolate, and it has “turned gray” because it melted on the way. This is a disaster for your reputation. To avoid this, ensure a “cold chain.”

A cold chain is the constant maintenance of the correct temperature (usually 15–18 °C) throughout the entire journey: from the factory to the supermarket shelf. This requires refrigerated trucks and climate-controlled warehouses.

Without certificates, it is impossible to export sweets to large international supermarkets. To work with Carrefour, Aldi, or Tesco, you need one of the following certificates: IFS or BRCGS. Halal and Kosher certificates will open up markets in the Middle East and specific communities in the US and Europe.

The certification process forces you to bring your production into perfect order. As a result, you not only receive a “passport” for export, but also create a reliable foundation for successful global distribution.

The experience of TM Nasoloda

Theory is good, but our experience proves that Ukrainian sweets can be successful in the world. TM Nasoloda has been working for over 26 years to make our products available in every corner of the globe. We have already built strong partnerships and are successfully working with the markets of the US, Canada, Moldova, and Romania.

Today, the world is open to Ukrainian products. Consumers are looking not only for delicious products, but also for high-quality and authentic goods. Nasoloda is ready to meet this demand.

We are open to cooperation with international partners for long-term growth. We invite distributors and retailers to contact our export department to discuss joint success in the global market.