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The Russian Pasta and Noodles Market: What Consumers Eat and Why?

  • Publication Date:October 2013
  • Publisher:Canadean
  • Product Type: Report
  • Pages:90
  • ISBN:1859343

The Russian Pasta and Noodles Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Pasta & Noodles 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 Pasta & Noodles 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 Pasta & Noodles market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
In many categories higher frequencies of consumption are seen amongst younger consumers, with these rates then falling back in early adult years. This represents a key challenge to marketers, as this is a stage where volume sales are potentially being lost, retarding overall growth in the market.

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: Ambient Noodles, Ambient Pasta, Chilled Noodles, Chilled Pasta, Dried Noodles, and Dried Pasta.

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

While younger consumers might consume Pasta & Noodles more frequently, sheer demographics and the size of the older consumer audience means that those over the age of 55 account for the largest share of the market. Marketers will therefore need to assess which consumer groups to target, and how, in order to best position their products.

The Pasta & Noodles market in Russia is dominated by the Dried Pasta category, which accounts for over 70% of total sales by value. While growth potential exists in other categories, overall fortunes of the market will be driven by this category over the next few years.

Overall, a very large share of Russians see the “Personal space and time” trend as affecting their decision on whether to consume Pasta and Noodles. In this context, this highlights that pasta is something of a comfort food for many in Russia.

Key Highlights

The total Pasta & Noodles market is worth over US$2billion and within this Dried Pasta is easily the leading category. Most noodle markets are fairly small by comparison and for those seeking to develop scale, competition within the key categories is likely to be intense.

While Russians don't always act on the consumer trends they state affect their consumption, these trends are having a real impact on the market. Overall, several trends are having an impact and marketers need to be aware of which trends, in which categories, offer addressable targets to aim at.

In the most important category in terms of total sales Private Label products have not achieved significant consumer penetration, although they have gained something of a foothold in the market. In the smaller categories Private Labels have been more successful. Branded manufacturers should therefore act now to maintain their positions and prevent further penetration loss to Private Labels in the future.
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 Pasta and Noodles 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 Ambient Noodles
3.2.2 Ambient Pasta
3.2.3 Chilled Noodles
3.2.4 Chilled Pasta
3.2.5 Dried Noodles
3.2.6 Dried Pasta
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Noodles
3.3.2 Ambient Pasta
3.3.3 Chilled Noodles
3.3.4 Chilled Pasta
3.3.5 Dried Noodles
3.3.6 Dried Pasta
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Noodles
4.1.2 Ambient Pasta
4.1.3 Chilled Noodles
4.1.4 Chilled Pasta
4.1.5 Dried Noodles
4.1.6 Dried Pasta
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Noodles
4.2.2 Ambient Pasta
4.2.3 Chilled Noodles
4.2.4 Chilled Pasta
4.2.5 Dried Noodles
4.2.6 Dried Pasta
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Pasta and Noodles Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Noodles
5.2.2 Ambient Pasta
5.2.3 Chilled Noodles
5.2.4 Chilled Pasta
5.2.5 Dried Noodles
5.2.6 Dried Pasta
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Pasta and Noodles
6.1.2 Ambient Noodles
6.1.3 Ambient Pasta
6.1.4 Chilled Noodles
6.1.5 Chilled Pasta
6.1.6 Dried Noodles
6.1.7 Dried Pasta
7 Consumption Impact: Market Valuation
7.1 Pasta and Noodles Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Pasta and Noodles 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 Pasta and Noodles 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 Pasta and Noodles of Organized Retail
8.2 Retailer Volume of Organized Retail Share by Category
8.2.1 Retail Share by Volume of Organized Retail - Ambient Noodles
8.2.2 Retail Share by Volume of Organized Retail - Ambient Pasta
8.2.3 Retail Share by Volume of Organized Retail - Chilled Noodles
8.2.4 Retail Share by Volume of Organized Retail - Chilled Pasta
8.2.5 Retail Share by Volume of Organized Retail - Dried Noodles
8.2.6 Retail Share by Volume of Organized Retail - Dried Pasta
8.3 Profiles of End-Consumers of Pasta and Noodles, by Retailer Used
8.3.1 Auchan
8.3.2 Dixi
8.3.3 Lenta
8.3.4 Magnit
8.3.5 Metro Group
8.3.6 O'Key
8.3.7 Sedmoi Kontinent
8.3.8 X5 Retail Group
8.3.9 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Pasta and Noodles Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Pasta and Noodles Value Share (%), by Age Groups, 2012
Table 4: Russian Federation Pasta and Noodles Value Share (%), by Gender, 2012
Table 5: Russian Federation Pasta and Noodles Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: Russian Federation Pasta and Noodles Value Share (%) by Education Level Achieved Groups, 2012
Table 7: Russian Federation Pasta and Noodles Value Share (%) by Wealth Groups, 2012
Table 8: Russian Federation Pasta and Noodles Value Share (%) by Busy Lives Groups, 2012
Table 9: Russian Federation Ambient Noodles Consumer Group Share (% market value), 2012
Table 10: Russian Federation Ambient Pasta Consumer Group Share (% market value), 2012
Table 11: Russian Federation Chilled Noodles Consumer Group Share (% market value), 2012
Table 12: Russian Federation Chilled Pasta Consumer Group Share (% market value), 2012
Table 13: Russian Federation Dried Noodles Consumer Group Share (% market value), 2012
Table 14: Russian Federation Dried Pasta Consumer Group Share (% market value), 2012
Table 15: Russian Federation Total Ambient Noodles Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Total Ambient Pasta Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Russian Federation Total Chilled Noodles Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Total Chilled Pasta Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Total Dried Noodles Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Russian Federation Total Dried Pasta Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Russian Federation Ambient Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: Russian Federation Ambient Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: Russian Federation Ambient Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: Russian Federation Ambient Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: Russian Federation Chilled Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: Russian Federation Chilled Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: Russian Federation Chilled Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: Russian Federation Chilled Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: Russian Federation Dried Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 30: Russian Federation Dried Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 31: Russian Federation Dried Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 32: Russian Federation Dried Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 33: Russian Federation Ambient Noodles Consumer Profiles (% consumers by sub-group), 2012
Table 34: Russian Federation Ambient Pasta Consumer Profiles (% consumers by sub-group), 2012
Table 35: Russian Federation Chilled Noodles Consumer Profiles (% consumers by sub-group), 2012
Table 36: Russian Federation Chilled Pasta Consumer Profiles (% consumers by sub-group), 2012
Table 37: Russian Federation Dried Noodles Consumer Profiles (% consumers by sub-group), 2012
Table 38: Russian Federation Dried Pasta Consumer Profiles (% consumers by sub-group), 2012
Table 39: Russian Federation Pasta and Noodles Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 40: Russian Federation Ambient Noodles Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Russian Federation Ambient Pasta Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: Russian Federation Chilled Noodles Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: Russian Federation Chilled Pasta Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: Russian Federation Dried Noodles Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: Russian Federation Dried Pasta Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: Russian Federation, Overall Pasta and Noodles: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Russian Federation, Ambient Noodles: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: Russian Federation, Ambient Pasta: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: Russian Federation, Chilled Noodles: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: Russian Federation, Chilled Pasta: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: Russian Federation, Dried Noodles: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: Russian Federation, Dried Pasta: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: Russian Federation Pasta and Noodles Market Value (Russian Ruble million), by Category, 2012
Table 54: Russian Federation Pasta and Noodles Market Value (US$ million), by Category, 2012
Table 55: Russian Federation Pasta and Noodles Market Volume (Kg m), by Category, 2012
Table 56: Russian Federation Pasta and Noodles Market Share (US$), by Category, 2012
Table 57: Russian Federation Pasta and Noodles Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 58: Russian Federation Pasta and Noodles Expenditure Per Capita (US$), by Category, 2012
Table 59: Russian Federation Pasta and Noodles Expenditure Per Household (Russian Ruble), by Category
Table 60: Russian Federation Pasta and Noodles Expenditure Per Household (US$), by Category
Table 61: Russian Federation Pasta and Noodles Market Volume Share (Kg), by Category, 2012
Table 62: Russian Federation Pasta and Noodles Consumption Per Capita (Kg/ Population), by Category, 2012
Table 63: Russian Federation Pasta and Noodles Consumption Per Household (Kg/ Households), by Category, 2012
Table 64: Russian Federation Pasta and Noodles Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Table 65: Russian Federation Ambient Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 66: Russian Federation Ambient Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 67: Russian Federation Chilled Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 68: Russian Federation Chilled Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 69: Russian Federation Dried Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 70: Russian Federation Dried Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 71: Russian Federation: Profile of Pasta and Noodles Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 72: Russian Federation: Profile of Pasta and Noodles Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 73: Russian Federation: Profile of Pasta and Noodles Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 74: Russian Federation: Profile of Pasta and Noodles Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 75: Russian Federation: Profile of Pasta and Noodles Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 76: Russian Federation: Profile of Pasta and Noodles Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 77: Russian Federation: Profile of Pasta and Noodles Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 78: Russian Federation: Profile of Pasta and Noodles Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 79: Russian Federation: Profile of Pasta and Noodles 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 Pasta and Noodles Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Pasta and Noodles Value Share (%), by Gender, 2012
Figure 4: Russian Federation Pasta and Noodles Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Pasta and Noodles Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Pasta and Noodles Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Pasta and Noodles Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Ambient Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Ambient Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Ambient Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Ambient Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Chilled Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Chilled Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Chilled Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Chilled Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Dried Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Dried Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Dried Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Russian Federation Dried Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Russian Federation Pasta and Noodles Market Share (US$), by Category, 2012
Figure 21: Russian Federation Pasta and Noodles Expenditure Per Capita (US$), by Category, 2012
Figure 22: Russian Federation Pasta and Noodles Expenditure Per Household (US$), by Category
Figure 23: Russian Federation Pasta and Noodles Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Figure 24: Russian Federation Ambient Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 25: Russian Federation Ambient Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 26: Russian Federation Chilled Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 27: Russian Federation Chilled Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 28: Russian Federation Dried Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 29: Russian Federation Dried Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012

Companies Mentioned

Auchan, Dixi, Lenta, Magnit, Metro Group ,O'Key ,Sedmoi Kontinent
+44 20 8816 8548

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