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The Russian Syrups and Spreads Market: What Consumers Eat and Why?

  • Publication Date:October 2013
  • Publisher:Canadean
  • Product Type: Report
  • Pages:79
  • ISBN:1859353

The Russian Syrups and Spreads Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Syrups & Spreads market in Russia from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized retail market. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Syrups & Spreads market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Syrups & Spreads market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Jams, Jellies & Preserves, Molasses, Savory spreads, Sweet Spreads, and Syrups are not considered essential items and therefore consumption patterns have been comparatively affected.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Jams, Jellies & Preserves, Molasses, Savory Spreads, Sweet Spreads, and Syrups.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Just over a quarter of the Russian population is in the Older Consumer age group; however, this group accounts for over 24.6% of the value share of the Syrups & Spreads market. Marketers need to maintain consumers in this market category but also need to encourage younger consumers to avoid losing future market share as these lower-consuming adults age.

Females consume Jams, Jellies & Preserves proportionately, accounting for 50% of the market by value. Marketers need to be aware of this, so that they can produce gender biased campaigns to encourage a rise in the rate of consumption and entice consumers.

The Moderate Income group accounts for the largest group in the Russian population by wealth so this is an important group in any market. However, when the differences in population proportion are removed it is the Highly Affluent group that spends more on its Syrups & Spreads consumption than any other. The Hard Pressed group holds the smallest value share. Marketers need to ensure that they provide sufficiently price differentiated products to accommodate all wealth groups in the market.

Key Highlights

Private Label penetration into the Syrups & Spreads market in Russia varies over its categories from a very small proportion of the Sweet Spreads market to a more significant proportion of the Jams, Jellies & Preserves market. The Molasses market is dominated by Private Label products. With the exception of Jams, Jellies & Preserves, Private Label appears to have little room for growth; however, marketers need to maintain their differentiation in order to prevent loss of share to Private Label in the future.

A significant “attitude-behavior” gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. This is because consumers don't always act on these trends - the result is that the overall trend influence is limited, but has the potential to grow.

In the Syrups & Spreads market in Russia, Sweet Spreads and Jams, Jellies & Preserves account for over one third of the value share, each. Any further improvements in values or volumes in either of these markets will have a large effect on the overall market.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Syrups and Spreads Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Jams, Jellies and Preserves
3.2.2 Molasses
3.2.3 Savory Spreads
3.2.4 Sweet Spreads
3.2.5 Syrups
3.3 Behavioral Trends and Market Value
3.3.1 Jams, Jellies and Preserves
3.3.2 Molasses
3.3.3 Savory Spreads
3.3.4 Sweet Spreads
3.3.5 Syrups
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Jams, Jellies and Preserves
4.1.2 Molasses
4.1.3 Savory Spreads
4.1.4 Sweet Spreads
4.1.5 Syrups
4.2 Consumer Profiles by Product Category
4.2.1 Jams, Jellies and Preserves
4.2.2 Molasses
4.2.3 Savory Spreads
4.2.4 Sweet Spreads
4.2.5 Syrups
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Syrups and Spreads Brand Choice and Private Label Consumer Penetration
5.2.1 Jams, Jellies and Preserves
5.2.2 Molasses
5.2.3 Savory Spreads
5.2.4 Sweet Spreads
5.2.5 Syrups
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Syrups and Spreads
6.1.2 Jams, Jellies and Preserves
6.1.3 Molasses
6.1.4 Savory Spreads
6.1.5 Sweet Spreads
6.1.6 Syrups
7 Consumption Impact: Market Valuation
7.1 Syrups and Spreads Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Syrups and Spreads Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Syrups and Spreads Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share in Syrups and Spreads of Organized Retail
8.2 Retailer Volume Share by Category of Organized Retail
8.2.1 Retail Share by Volume of Organized Retail - Jams, Jellies and Preserves
8.2.2 Retail Share by Volume of Organized Retail - Molasses
8.2.3 Retail Share by Volume of Organized Retail - Savory Spreads
8.2.4 Retail Share by Volume - Sweet Spreads
8.2.5 Retail Share by Volume of Organized Retail - Syrups
8.3 Profiles of End-Consumers of Syrups and Spreads, by Retailer Used
8.3.1 Auchan
8.3.2 Dixi
8.3.3 Lenta
8.3.4 Magnit
8.3.5 O'Key
8.3.6 X5 Retail Group
8.3.7 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Syrups and Spreads Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Syrups and Spreads Value Share (%), by Age Groups, 2012
Table 4: Russian Federation Syrups and Spreads Value Share (%), by Gender, 2012
Table 5: Russian Federation Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: Russian Federation Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
Table 7: Russian Federation Syrups and Spreads Value Share (%) by Wealth Groups, 2012
Table 8: Russian Federation Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
Table 9: Russian Federation Jams, Jellies and Preserves Consumer Group Share (% market value), 2012
Table 10: Russian Federation Molasses Consumer Group Share (% market value), 2012
Table 11: Russian Federation Savory Spreads Consumer Group Share (% market value), 2012
Table 12: Russian Federation Sweet Spreads Consumer Group Share (% market value), 2012
Table 13: Russian Federation Syrups Consumer Group Share (% market value), 2012
Table 14: Russian Federation Total Jams, Jellies and Preserves Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Russian Federation Total Molasses Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Total Savory Spreads Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Russian Federation Total Sweet Spreads Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Total Syrups Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: Russian Federation Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: Russian Federation Molasses Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: Russian Federation Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: Russian Federation Savory Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: Russian Federation Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: Russian Federation Sweet Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: Russian Federation Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: Russian Federation Syrups Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: Russian Federation Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: Russian Federation Jams, Jellies and Preserves Consumer Profiles (% consumers by sub-group), 2012
Table 30: Russian Federation Molasses Consumer Profiles (% consumers by sub-group), 2012
Table 31: Russian Federation Savory Spreads Consumer Profiles (% consumers by sub-group), 2012
Table 32: Russian Federation Sweet Spreads Consumer Profiles (% consumers by sub-group), 2012
Table 33: Russian Federation Syrups Consumer Profiles (% consumers by sub-group), 2012
Table 34: Russian Federation Syrups and Spreads Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 35: Russian Federation Jams, Jellies and Preserves Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 36: Russian Federation Molasses Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Russian Federation Savory Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Russian Federation Sweet Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Russian Federation Syrups Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Russian Federation, Overall Syrups and Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 41: Russian Federation, Jams, Jellies and Preserves: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Russian Federation, Molasses: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Russian Federation, Savory Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Russian Federation, Sweet Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Russian Federation, Syrups: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Russian Federation Syrups and Spreads Market Value (Russian Ruble), by Category, 2012
Table 47: Russian Federation Syrups and Spreads Market Value (US$), by Category, 2012
Table 48: Russian Federation Syrups and Spreads Market Volume (Kg), by Category, 2012
Table 49: Russian Federation Syrups and Spreads Market Share (US$), by Category, 2012
Table 50: Russian Federation Syrups and Spreads Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 51: Russian Federation Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
Table 52: Russian Federation Syrups and Spreads Expenditure Per Household (Russian Ruble), by Category
Table 53: Russian Federation Syrups and Spreads Expenditure Per Household (US$), by Category
Table 54: Russian Federation Syrups and Spreads Market Volume Share (Kg), by Category, 2012
Table 55: Russian Federation Syrups and Spreads Consumption Per Capita (Kg/ Population), by Category, 2012
Table 56: Russian Federation Syrups and Spreads Consumption Per Household (Kg/ Households), by Category, 2012
Table 57: Russian Federation Syrups and Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg), 2012
Table 58: Russian Federation Jams, Jellies and Preserves Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 59: Russian Federation Molasses Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 60: Russian Federation Savory Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 61: Russian Federation Sweet Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 62: Russian Federation Syrups Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 63: Russian Federation: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 64: Russian Federation: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 65: Russian Federation: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 66: Russian Federation: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 67: Russian Federation: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 68: Russian Federation: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 69: Russian Federation: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Russian Federation Syrups and Spreads Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Syrups and Spreads Value Share (%), by Gender, 2012
Figure 4: Russian Federation Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Syrups and Spreads Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Molasses Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Savory Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Sweet Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Syrups Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Syrups and Spreads Market Share (US$), by Category, 2012
Figure 19: Russian Federation Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
Figure 20: Russian Federation Syrups and Spreads Expenditure Per Household (US$), by Category
Figure 21: Russian Federation Syrups and Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg), 2012
Figure 22: Russian Federation Jams, Jellies and Preserves Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 23: Russian Federation Molasses Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 24: Russian Federation Savory Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 25: Russian Federation Sweet Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 26: Russian Federation Syrups Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012

Companies Mentioned

Dixi, Lenta, Magnit, O'Key, X5 Retail Group
+44 20 8816 8548

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