Delickcious
Premium food for cats and dogs
Optimeal
Super premium food for cats and dogs
Club 4 Paws
Premium petfood for cats and dogs
My Love
Standard food for cats & dogs
Master
Standard food for cat and dog
Retailers and Manufacturers: How Partnership Is Becoming the New Market Standard — Vasyl Yatsyshyn at FMCG Expo Congress 2026
Why financial arguments are no longer enough to build cooperation with retailers, and how the model of interaction between retail chains and suppliers is changing - Vasyl Yatsyshyn, Director of Mass-Market Brand Management at Kormotech, spoke about this at FMCG Expo Congress 2026 in Kyiv, using the premium brand CLUB 4 PAWS as an example.
According to him, the market has transformed in recent years: from a focus on survival to the search for new partnership models. Today, cooperation between manufacturers and retailers is shifting from a transactional approach to a strategic partnership, in which not only the product but also expertise plays a key role.
“The focus is shifting from an individual brand to the development of the entire category. Retail chains increasingly value deep consumer understanding, analytics, innovation, and the ability to create demand,” said Vasyl Yatsyshyn.
In this new environment, a basic commercial offer or set of financial terms is no longer enough. Manufacturers need to offer added value: from category expertise to innovative products and solutions that help retailers grow their business.
The market is also moving toward deeper forms of cooperation. Demand is growing for exclusive SKUs, joint collaborations, and strong product solutions. This not only helps expand the assortment but also creates new consumer experiences and drives category growth.
Brand reputation also plays a separate role. Retailers increasingly assess not only commercial performance but also a company’s values, social initiatives, and societal impact.
One example of this approach is the charitable collaboration between CLUB 4 PAWS, Budynok Ihrashok, and UAnimals. As part of the project, 2,000 kg of nutrition was donated to cats and dogs in shelters - an initiative that combines business goals with real social impact.
Today, a strong brand is not just a product on the shelf. It is trust, an emotional connection with pet parents, and the ability to create value for the entire category.
In the new reality, the manufacturers that win are those that help retailers better understand consumers, create demand, and unlock new growth opportunities. That is why partnership is no longer an advantage. It is becoming the new market standard.
This year, FMCG Expo Congress 2026 brought together manufacturers, retailers, distributors, and FMCG market partners in Kyiv.