Why this news matters now

In an interview with LIGA.net, the founder of the Multicook chain, Volodymyr Matviichuk, notes that consumption of semi-finished products in Ukraine is growing by 15–25% a year. For the reader this is more than numbers — it’s an indicator of behavioral change: people cook less every day, and demand for ready solutions is rising. In the context of economic rebuilding and adaptation of the food market, this trend has both practical and strategic significance.

Why demand is rising and who is driving it

The main drivers are lifestyle changes, urbanization, lack of time and willingness to pay for convenience. Demand for high-quality local products is also growing: Ukrainian producers and retailers see an opportunity to replace imports and create new niche categories. Food industry analysts note that such demand stimulates investments in logistics and the cold chain, which in the long term increases the country’s food resilience.

"The market as a whole is growing: every year consumption of semi-finished products increases by 15–25%. People are increasingly abandoning daily cooking at home"

— Volodymyr Matviichuk, founder of Multicook (interview with LIGA.net)

What Multicook is doing and why it matters

Matviichuk is betting on two things: new product categories (for example, potatoes with meat, ready salads) and a shop format with a gastronomic area — Multibar. Since summer 2025 the chain has been developing outlets where ready frozen dishes are heated on site. As the entrepreneur says: "We can feed a person on a small footprint with both borscht and bograch."

In February 2025 Matviichuk exited the brand "Halya Baluvana"; after that 13 of his own stores were renamed to Multicook, and other franchisees began joining the new franchise. This is an example of how a local business is reorienting and scaling models adapted to demand.

Consequences for the market and the economy

• Investment and jobs: growth in the segment stimulates investment in production, the cold chain and retail, creating jobs.
• Food resilience: development of local semi-finished products reduces dependence on imports and improves backup supply capabilities.
• Competition and standards: for the segment to grow in quality, investment in quality control and consumer education is needed — this is an opportunity for brands that guarantee safety and taste.

What’s next?

The trend toward ready meals is not about losing culinary culture, but about its transformation: Ukrainian brands can offer quick yet authentic solutions. Whether these changes will turn semi-finished products into a strong industry with high standards depends on investors, regulation and consumer demands. For business this is a signal: the market is ready to scale; for society — an opportunity to receive quality food faster while supporting the local economy.

"There is still plenty to freeze"

— Volodymyr Matviichuk, founder of Multicook

Details of the interview are in the LIGA.net piece; the figures and Multicook examples show that the semi-finished products segment in Ukraine has not yet exhausted its potential.