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Consumer Trends in the Confectionery Market in Russia
2011

  • Publication Date:March 2012
  • Publisher:Canadean
  • Product Type: Report
  • Pages:73

Consumer Trends in the Confectionery Market in Russia 2011

Synopsis

This report provides the results for the Confectionery market in Russia from Canadean's unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?

Marketers in the Confectionery market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Confectionery market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

Fluctuating economic conditions are forcing Russian consumers to carefully evaluate their consumption of many CPG products, including Confectionery. While the country has recorded rapid growth in the past, and is expected to do so in the future, it has also been severely affected by the recent weak global economic conditions. This makes early identification of the consumer groups and trends driving market behavior essential.

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 sales across 26 consumer groups - providing through the data 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.

Scope

Consumer survey data for the following specific categories: the Chocolate, Gum and Sugar Confectionery markets.

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

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the 'size of the prize' when targeting these consumer trends in each category covered.

Key Highlights

Market valuation reveals that chocolate accounts for more than 75% of consumption in the confectionary market in Russia in value terms. Gum has the lowest market share at around 5%.

Private label penetration is negligible in the Confectionery market in Italy. Confectionery markets tend to be strongly brand-driven, with strong differentiation between products, explaining this low penetration.

Not only do a large proportion of Russian consumers highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success. The Indulgence trend is the most significant in the Russian Confectionery market.

Companies Mentioned

Magnit, Metro Group, X5 Retail Group, Auchan, O'Key, Lenta, Dixi, Paterson

  • 1 Introduction
    • 1.1 What is this Report About?
    • 1.2 Definitions
      • 1.2.1 Consumer Trends
      • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
      • 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)
    • 1.3 Methodology
      • 1.3.1 Introduction
      • 1.3.2 Large scale, international, program of online consumer surveys
      • 1.3.3 Nationally Representative results (age, gender)
      • 1.3.4 Parents answered on their children's behalf
      • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
      • 1.3.6 Integrated with industry calling and secondary research
  • 2 Consumer Segmentation, Group Value and Trend Influence
    • 2.1 Cohort Groups and Confectionery Market Value
      • 2.1.1 Age Groups
      • 2.1.2 Gender Groups
      • 2.1.3 Location Groups
      • 2.1.4 Education Achieved Groups
      • 2.1.5 Wealth Groups
      • 2.1.6 Busy Lives Groups
    • 2.2 Cohort Groups and Market Value by Category
      • 2.2.1 Chocolate
      • 2.2.2 Gum
      • 2.2.3 Sugar Confectionery
    • 2.3 Behavioral Trends and Market Value
      • 2.3.1 Chocolate
      • 2.3.2 Gum
      • 2.3.3 Sugar Confectionery
  • 3 Consumption Analysis
    • 3.1 Consumption Frequencies by Age and Gender
      • 3.1.1 Chocolate
      • 3.1.2 Gum
      • 3.1.3 Sugar Confectionery
    • 3.2 Consumer Profiles by Product Category
      • 3.2.1 Chocolate
      • 3.2.2 Gum
      • 3.2.3 Sugar Confectionery
  • 4 Brand vs. Private Label Choices
    • 4.1 Brand vs. Private Label Volume Share
      • 4.1.1 By Category
    • 4.2 Confectionery Brand Choice and Private Label Shares
      • 4.2.1 Chocolate
      • 4.2.2 Gum
      • 4.2.3 Sugar Confectionery
  • 5 The Share of Consumers Influenced by Trends
    • 5.1 Trend Drivers of Consumers' Product Choices
      • 5.1.1 Overall Confectionery
      • 5.1.2 Chocolate
      • 5.1.3 Gum
      • 5.1.4 Sugar Confectionery
  • 6 Consumption Impact: Market Valuation
    • 6.1 Confectionery Value Impact of Consumer Consumption Behavior
      • 6.1.1 Market Value by Category
      • 6.1.2 Market Volume by Category
    • 6.2 Confectionery Value Analysis by Category
      • 6.2.1 Share by Category
      • 6.2.2 Expenditure per Capita by Category
      • 6.2.3 Expenditure per Household by Category
    • 6.3 Confectionery Volume Impact of Consumer Behavior Trends
      • 6.3.1 Share by Category
      • 6.3.2 Consumption per Capita by Category
      • 6.3.3 Consumption per Household by Category
  • 7 Retailer Choice, Switching and Category Share of Organized Retail
    • 7.1 Retailer Volume Share of Organized Retail
      • 7.1.1 Retailer Share by Volume of Organized Retail in Confectionery
    • 7.2 Retailer Volume Share by Category of Organized Retail
      • 7.2.1 Retail Share by Volume of Organized Retail - Chocolate
      • 7.2.2 Retail Share by Volume of Organized Retail - Gum
      • 7.2.3 Retail Share by Volume of Organized Retail - Sugar Confectionery
    • 7.3 Levels of Retailer Switching in the Last Six Months
      • 7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
      • 7.3.2 Auchan Switching Analysis
      • 7.3.3 Dixi Switching Analysis
      • 7.3.4 Lenta Switching Analysis
      • 7.3.5 Magnit Switching Analysis
      • 7.3.6 Metro Group Switching Analysis
      • 7.3.7 O'Key Switching Analysis
      • 7.3.8 Paterson Switching Analysis
      • 7.3.9 Sedmoi Kontinent Switching Analysis
      • 7.3.10 X5 Retail Group Switching Analysis
      • 7.3.11 Other Switching Analysis
    • 7.4 Profiles of End-Consumers of Confectionery, by Retailer Used
      • 7.4.1 Auchan
      • 7.4.2 Dixi
      • 7.4.3 Lenta
      • 7.4.4 Magnit
      • 7.4.5 Metro Group
      • 7.4.6 O'Key
      • 7.4.7 X5 Retail Group
      • 7.4.8 Other
  • 8 8.1 About Canadean
    • 8.2 Disclaimer
  • List of Tables
    • Table 1: Volume Units for the Confectionery Market
    • Table 2: Foreign Exchange Rate - Ruble Vs. US$, 2011
    • Table 3: Russian Federation Survey Respondent Profile (weighted), 2011
    • Table 4: Russian Federation Confectionery Value Share (%), by Age Groups, 2011
    • Table 5: Russian Federation Confectionery Value Share (%), by Gender, 2011
    • Table 6: Russian Federation Confectionery Value Share (%), by Urban and Rural Dwellers, 2011
    • Table 7: Russian Federation Confectionery Value Share (%) by Education Level Achieved Groups, 2011
    • Table 8: Russian Federation Confectionery Value Share (%) by Wealth Groups, 2011
    • Table 9: Russian Federation Confectionery Value Share (%) by Busy Lives Groups, 2011
    • Table 10: Russian Federation Chocolate Consumer Group Share (% market value), 2011
    • Table 11: Russian Federation Gum Consumer Group Share (% market value), 2011
    • Table 12: Russian Federation Sugar Confectionery Consumer Group Share (% market value), 2011
    • Table 13: Russian Federation Total Chocolate Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
    • Table 14: Russian Federation Total Gum Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
    • Table 15: Russian Federation Total Sugar Confectionery Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
    • Table 16: Russian Federation Chocolate Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
    • Table 17: Russian Federation Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
    • Table 18: Russian Federation Gum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
    • Table 19: Russian Federation Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
    • Table 20: Russian Federation Sugar Confectionery Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
    • Table 21: Russian Federation Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
    • Table 22: Russian Federation Chocolate Consumer Profiles (% consumers by sub-group), 2011
    • Table 23: Russian Federation Gum Consumer Profiles (% consumers by sub-group), 2011
    • Table 24: Russian Federation Sugar Confectionery Consumer Profiles (% consumers by sub-group), 2011
    • Table 25: Russian Federation Confectionery Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
    • Table 26: Russian Federation Chocolate Survey-tracked Brand Shares by Volume (% Vol), 2011
    • Table 27: Russian Federation Gum Survey-tracked Brand Shares by Volume (% Vol), 2011
    • Table 28: Russian Federation Sugar Confectionery Survey-tracked Brand Shares by Volume (% Vol), 2011
    • Table 29: Russian Federation, Overall Confectionery: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
    • Table 30: Russian Federation, Chocolate: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
    • Table 31: Russian Federation, Gum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
    • Table 32: Russian Federation, Sugar Confectionery: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
    • Table 33: Russian Federation Confectionery Market Value (Russian Ruble million), by Category, 2011
    • Table 34: Russian Federation Confectionery Market Value (US$ million), by Category, 2011
    • Table 35: Russian Federation Confectionery Market Volume (Kg m), by Category, 2011
    • Table 36: Russian Federation Confectionery Market Share (US$ million), by Category, 2011
    • Table 37: Russian Federation Confectionery Expenditure Per Capita (Russian Ruble), by Category, 2011
    • Table 38: Russian Federation Confectionery Expenditure Per Capita (US$), by Category, 2011
    • Table 39: Russian Federation Confectionery Expenditure Per Household (Russian Ruble), by Category
    • Table 40: Russian Federation Confectionery Expenditure Per Household (US$), by Category
    • Table 41: Russian Federation Confectionery Market Volume Share (Kg m), by Category, 2011
    • Table 42: Russian Federation Confectionery Consumption Per Capita (Kg m / Population m), by Category, 2011
    • Table 43: Russian Federation Confectionery Consumption Per Household (Kg m / Households m), by Category, 2011
    • Table 44: Russian Federation Confectionery Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
    • Table 45: Russian Federation Chocolate Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
    • Table 46: Russian Federation Gum Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
    • Table 47: Russian Federation Sugar Confectionery Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
    • Table 48: Russian Federation: Switchers to Auchan for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 49: Russian Federation: Switchers From Auchan for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 50: Russian Federation: Switchers to Dixi for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 51: Russian Federation: Switchers From Dixi for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 52: Russian Federation: Switchers to Lenta for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 53: Russian Federation: Switchers From Lenta for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 54: Russian Federation: Switchers to Magnit for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 55: Russian Federation: Switchers From Magnit for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 56: Russian Federation: Switchers to Metro Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 57: Russian Federation: Switchers From Metro Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 58: Russian Federation: Switchers to O'Key for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 59: Russian Federation: Switchers From O'Key for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 60: Russian Federation: Switchers to Paterson for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 61: Russian Federation: Switchers From Paterson for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 62: Russian Federation: Switchers to Sedmoi Kontinent for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 63: Russian Federation: Switchers From Sedmoi Kontinent for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 64: Russian Federation: Switchers to X5 Retail Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 65: Russian Federation: Switchers From X5 Retail Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 66: Russian Federation: Switchers to Other for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 67: Russian Federation: Switchers From Other for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
    • Table 68: Russian Federation: Profile of Confectionery Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
    • Table 69: Russian Federation: Profile of Confectionery Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2011
    • Table 70: Russian Federation: Profile of Confectionery Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2011
    • Table 71: Russian Federation: Profile of Confectionery Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2011
    • Table 72: Russian Federation: Profile of Confectionery Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
    • Table 73: Russian Federation: Profile of Confectionery Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2011
    • Table 74: Russian Federation: Profile of Confectionery Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2011
    • Table 75: Russian Federation: Profile of Confectionery Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
  • List of Figures
    • Figure 1: Consumer Panel Report Methodology
    • Figure 2: Russian Federation Confectionery Value Share (%), by Age Groups, 2011
    • Figure 3: Russian Federation Confectionery Value Share (%), by Gender, 2011
    • Figure 4: Russian Federation Confectionery Value Share (%), by Urban and Rural Dwellers, 2011
    • Figure 5: Russian Federation Confectionery Value Share (%) by Education Level Achieved Groups, 2011
    • Figure 6: Russian Federation Confectionery Value Share (%) by Wealth Groups, 2011
    • Figure 7: Russian Federation Confectionery Value Share (%) by Busy Lives Groups, 2011
    • Figure 8: Russian Federation Chocolate Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
    • Figure 9: Russian Federation Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
    • Figure 10: Russian Federation Gum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
    • Figure 11: Russian Federation Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
    • Figure 12: Russian Federation Sugar Confectionery Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
    • Figure 13: Russian Federation Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
    • Figure 14: Russian Federation Confectionery Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
    • Figure 15: Russian Federation Confectionery Market Share (US$ million), by Category, 2011
    • Figure 16: Russian Federation Confectionery Expenditure Per Capita (US$), by Category, 2011
    • Figure 17: Russian Federation Confectionery Expenditure Per Household (US$), by Category
    • Figure 18: Russian Federation Confectionery Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
    • Figure 19: Russian Federation Chocolate Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
    • Figure 20: Russian Federation Gum Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
    • Figure 21: Russian Federation Sugar Confectionery Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
    • Figure 22: Russian Federation: People Who Have Switched Retailer for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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