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Rostyslav Vovk at FMCG Expo Congress 2026: War Is Changing How Businesses Approach Growth
Rostyslav Vovk, CEO and Co-owner of Kormotech, spoke at FMCG Expo 2026 in Kyiv during the panel discussion “Resetting the Market During Wartime: Manufacturers, Distributors, and Retail – New Rules of the Game.”
Participants discussed how businesses can operate amid war, intense competition, changing consumer behavior, and digital transformation.
FMCG Expo Congress 2026 is a national B2B congress for manufacturers, distributors, retailers, e-commerce players, and technology companies in the FMCG sector.
“War is changing not only the market. It is changing the very approach to growth. We are no longer thinking only about where else we can sell. We are thinking about where we can systematically build our position for years to come,” said Rostyslav Vovk.
The discussion focused on how manufacturers are reviewing their strategies, investments, growth geographies, and risk management approaches. According to Rostyslav Vovk, when a market shrinks, the businesses that understand consumers best are the ones that win. Customer needs, expectations, and decision-making logic become the foundation for stronger business decisions.
Participants also discussed the growth of private label. Simply being present in a category is no longer enough. A brand must clearly understand why consumers choose it and consistently develop that advantage.
Another key focus was export. During wartime, exports have become part of a company’s strategic resilience. When the domestic market loses volume, international markets create new momentum for growth. At the same time, they require more than mechanical scaling. They demand deep adaptation to local demand and the competitive environment.
Today, business resilience starts with a well-built system. Logistics, supply continuity, a strong product, and the ability to adapt quickly have become the foundation of companies’ endurance during the war.