Brands and Private Labels on the Same Playing Field: AFINA Group Presented Its Vision for the Future of FMCG at RAU Expo 2026

On June 10–11, Kyiv hosted RAU Expo 2026, one of the key events of the Ukrainian retail industry, bringing together manufacturers, retail chains, suppliers, and market experts. As part of the conference program, Oleksii Soboliev, Development Director of AFINA Group, and Andrii Krushelnytskyi, Manufacturing Director of AFINA Group, delivered a presentation titled “Brands and Private Labels on the Same Playing Field,” dedicated to the transformation of FMCG categories and the evolving role of private labels in modern retail.

“Today, the market is no longer asking which is better: brands or private labels. The world’s leading retailers build categories in which each format serves its own purpose. Brands create trust, drive innovation, and establish an emotional connection with consumers. Private labels expand choice, address different price segments, and strengthen customer loyalty to retail chains. This is the model that drives category growth,” said Oleksii Soboliev, Development Director of AFINA Group.

During the presentation, the speakers shared insights from international research and Ukrainian market analytics, highlighting a significant shift in consumer attitudes toward private labels. According to NielsenIQ, 68% of consumers worldwide already view private labels as a full-fledged alternative to branded products, while more than half of shoppers report purchasing private label products more frequently than before. At the same time, the growth of private labels does not weaken brand positions. On the contrary, global experience shows that the most successful categories are built where brands and private labels work together.

At the same time, expectations toward manufacturers continue to increase. Retailers are increasingly looking not simply for suppliers, but for partners capable of ensuring consistent quality, modern formulations, laboratory testing, and scalable production capabilities.

“Product quality has become a key success factor for both brands and private labels. Consumers expect equally high standards regardless of the product format they choose. That is why the role of manufacturing, laboratory capabilities, and R&D has become critically important for the development of the entire market,” emphasized Andrii Krushelnytskyi, Manufacturing Director of AFINA Group.

During the presentation, AFINA Group also shared its vision for the development of Ukraine’s household chemicals manufacturing sector. The company continues to invest actively in production facilities, laboratory capabilities, and contract manufacturing for partners. Today, AFINA Group’s manufacturing complex in Vinnytsia is capable of producing up to 6,000 tons of laundry detergents and 3,000 tons of liquid cleaning products per month, utilizing a tower production technology that remains unique in Ukraine.

Special attention was also given to the Ukrainian market. Currently, the share of private labels in Ukraine’s Home Care category stands at just 6.5%, while the European average is approaching 40%. According to the speakers, this indicates significant potential for further category growth.

“Ukraine has strong brands, modern manufacturing capabilities, and consumers who are ready to support local products. The next step is learning to operate as a unified system. This is the approach that allowed Europe to build one of the world’s most successful industries. We are convinced that the Ukrainian market has no less potential,” concluded Oleksii Soboliev.

In closing, the speakers emphasized that the future of Ukraine’s FMCG market depends on strengthening cooperation between manufacturers, retailers, and the government.