Cultural adaptation of brand messages when Ukrainian FMCG companies enter the EU markets

Abstract

The purpose of the article is to determine the features of the cultural adaptation of brand messages of Ukrainian FMCG companies when entering the markets of the European Union and to identify key approaches, barriers, and practices that affect the effectiveness of communication with European consumers. The study is based on a systematic analysis of modern scientific publications on international marketing, intercultural communication, and FMCG branding, as well as on generalizing real examples of adaptation by Ukrainian companies that export to or operate in EU markets. The methodological basis was a comparative analysis, content analysis of brand communications, interpretation of open cases of Ukrainian FMCG brands and a cross-cultural approach to assessing the correspondence of messages to local cultural codes. The study’s results show that Ukrainian FMCG brands use three main approaches to cultural adaptation in their communication: linguistic localization, visual-symbolic adaptation, and value-cultural alignment. It was found that EU markets are characterized by a more rational communication style, an emphasis on environmental friendliness, transparency, demonstrability, and the functional value of the product, which is significantly different from the emotional and symbolic style of Ukrainian FMCG marketing. Practical cases demonstrate that the most effective strategy is one that combines message adaptation with fundamental changes in the product, packaging or information presentation format. The main cultural barriers identified were differences in national value orientations, semantic and stylistic inconsistencies, limited recognition of Ukrainian brands in the EU, and strict regulatory requirements for FMCG communications. At the same time, positive triggers for perception were outlined, including transparency, naturalness, clean label, sustainable development, and the product's cultural authenticity. The conclusions emphasize that cultural adaptation is a necessary condition for the successful integration of Ukrainian FMCG brands into EU markets and should be viewed not as a mere translation of advertising messages, but as a strategic transformation of the brand. It is recommended to implement a systematic cultural audit, use local cultural triggers, combine product and communication adaptation, ensure transparency of information and conduct testing with a local audience. The generalized results may be helpful to companies planning to enter EU markets and to scholars researching international marketing and cross-cultural communication.