2. What kind of toys Ukrainians are buying the most often?
What the Ukrainian market is missing ? What is the
average amount of money that people in Ukraine are able
to spend on toys?
UMG International conducted the survey on the
sample of 700 respondents to reach the answers for these
questions.
3. Q 1: What toys have you been buying during the last 6 months?
The most popular were Interactive toys for mental & physical
development and plush toys (47,6% and 45,8% respectively). Puzzles
(35,2%), vehicles (34,3%), blocks (29,4%) were slightly less popular. The
least interest of respondents we can observe in such categories as board
games (16,2%), wooden toys (8,5%). The reason of the last result the
most probably is recent launching of these toys on Ukrainian market.
What is interesting, respondents in age group 16-34 were more willing to
buy interactive and wooden toys. Other types of toys were bought by
people in all age groups equally. Women were choosing for their children
more plush toys, while men - vehicles, puzzles and blocks.
4. Interactive toys 47,6
Plush toys 45,8
Puzzles 35,2
Vehicles 34,3
Blocks 29,4
Small figures (cartoon characters) 27,2
Dolls 23,9
Desktop games 16,2
Wooden toys 8,5
Other 1,3
5. Q 2: What toys Ukraine market is missing?
Almost half of respondents claims that stores in Ukraine
do not have enough educational toys (55%) and creative
toys (45%). Exactly these two categories create main
niche on toys market in Ukraine. Consumers indicate
also on deficiency of toys for children in age of 3 years
old and less, and licensed toys, which means toys which
represents cartoon characters (including the Soviet
Union cartoon characters).
6. Creative toys 54,8
Educational toys 45,1
Toys for children in age 0-3 years 21,2
License toys 20,2
Other 1,1
7. Q 3: What toy would you like to buy as a present
for New Year / Christmas?
The appearance of toys and price - are the main
factors remarked by respondents who were asked
about Christmas and New Year gifts. Only 7,3% wanted
to purchase as a gift, toys advertised in television. For
respondents in age group 16-24, aesthetic appearance
was the most important factor while choosing gifts.
Additionally men are paying more attention to price of
toys than women.
8. Toys with nice and aesthetic appearance 48,2
Toys with affordable price 39,3
License toys 20,9
Products advertised on TV 7,3
9. Q 4: What is the maximum price that you are able
to spend on toy?
Slightly more than one-third of consumers (37,5%) are
willing to spend on a toy from 25 to 75 UAH. Whereas
women are more likely to buy toys at this prices. Almost
every fourth person claims that toys should be in price
from 75 to 100 UAH. Around 6% of respondent is ready to
pay for toy more than 300 UAH, mostly men.
10. 35
30
25
20
% of purchasers
15
10
5
0
Maximum price for one toy in UAH
11. Brief summary of the research
Ukrainians take care of mental and physical
development of their children and they want to have
greater choice of creative toys
While buying toys as presents consumers in Ukraine pay
more attention to attractive appearance and price than to
brand and advertisement.
Majority of consumers is ready to spend from 25 to 100
UAH per one toy
