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Consumer Trends in the Dairy Market in Russia

  • Published:
  • 102 Pages
  • Canadean

Summary

Why was the report written?

Marketers in the Dairy 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 Dairy market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As Russia undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. 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 Butter & Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts and Yoghurt 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

Older Consumers account for 23% of the Russian Dairy market by value, the highest share of any age group. This is a result of their sheer numbers, with Older Consumers also accounting for 23% of the population. No age group consumes Dairy products disproportionally, with market shares closely matching the country's population profile.

Not only do a large proportion of Russian consumers, particularly in the Cheese and Butter & Spreadable Fats categories, 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.

Private label penetration is low, reaching at 12.5% in Milk. One driver of this is the fragmented nature of the Russian retail market, with private labels typically more successful in mature, concentrated retail markets.

Table of Contents

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 Dairy 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 Butter & Spreadable Fats
    • 2.2.2 Cheese
    • 2.2.3 Cream
    • 2.2.4 Milk
    • 2.2.5 Puddings/desserts
    • 2.2.6 Yoghurt
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Butter & Spreadable Fats
    • 2.3.2 Cheese
    • 2.3.3 Cream
    • 2.3.4 Milk
    • 2.3.5 Puddings/desserts
    • 2.3.6 Yoghurt

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Butter & Spreadable Fats
    • 3.1.2 Cheese
    • 3.1.3 Cream
    • 3.1.4 Milk
    • 3.1.5 Puddings/desserts
    • 3.1.6 Yoghurt
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Butter & Spreadable Fats
    • 3.2.2 Cheese
    • 3.2.3 Cream
    • 3.2.4 Milk
    • 3.2.5 Puddings/desserts
    • 3.2.6 Yoghurt

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Dairy Brand Choice and Private Label Shares
    • 4.2.1 Butter & Spreadable Fats
    • 4.2.2 Cheese
    • 4.2.3 Cream
    • 4.2.4 Milk
    • 4.2.5 Puddings/desserts
    • 4.2.6 Yoghurt

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Dairy
    • 5.1.2 Butter & Spreadable Fats
    • 5.1.3 Cheese
    • 5.1.4 Cream
    • 5.1.5 Milk
    • 5.1.6 Puddings/desserts
    • 5.1.7 Yoghurt

6 Consumption Impact: Market Valuation

  • 6.1 Dairy Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Dairy 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 Dairy 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 Shares of Organized Retail
    • 7.1.1 Retailer Share by Volume of Organized Retail in Dairy
  • 7.2 Retailer Share by Volume of Organized by Category
    • 7.2.1 Retail Share by Volume of Organized Retail - Butter & Spreadable Fats
    • 7.2.2 Retail Share by Volume of Organized Retail - Cheese
    • 7.2.3 Retail Share by Volume of Organized Retail - Cream
    • 7.2.4 Retail Share by Volume of Organized Retail - Milk
    • 7.2.5 Retail Share by Volume of Organized Retail - Puddings/desserts
    • 7.2.6 Retail Share by Volume of Organized Retail - Yoghurt
  • 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 Dairy, 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 Paterson
    • 7.4.8 Sedmoi Kontinent
    • 7.4.9 X5 Retail Group
    • 7.4.10 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Dairy Market
  • Table 2: Foreign Exchange Rate - RUBLE Vs. US$, 2011
  • Table 3: Russian Federation Survey Respondent Profile (weighted), 2011
  • Table 4: Russian Federation Dairy Value Share (%), by Age Groups, 2011
  • Table 5: Russian Federation Dairy Value Share (%), by Gender, 2011
  • Table 6: Russian Federation Dairy Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Russian Federation Dairy Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Russian Federation Dairy Value Share (%) by Wealth Groups, 2011
  • Table 9: Russian Federation Dairy Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Russian Federation Butter & Spreadable Fats Consumer Group Share (% market value), 2011
  • Table 11: Russian Federation Cheese Consumer Group Share (% market value), 2011
  • Table 12: Russian Federation Cream Consumer Group Share (% market value), 2011
  • Table 13: Russian Federation Milk Consumer Group Share (% market value), 2011
  • Table 14: Russian Federation Puddings/desserts Consumer Group Share (% market value), 2011
  • Table 15: Russian Federation Yoghurt Consumer Group Share (% market value), 2011
  • Table 16: Russian Federation Total Butter & Spreadable Fats Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 17: Russian Federation Total Cheese Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 18: Russian Federation Total Cream Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 19: Russian Federation Total Milk Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 20: Russian Federation Total Puddings/desserts Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 21: Russian Federation Total Yoghurt Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 22: Russian Federation Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 23: Russian Federation Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 24: Russian Federation Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 25: Russian Federation Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 26: Russian Federation Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 27: Russian Federation Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 28: Russian Federation Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 29: Russian Federation Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 30: Russian Federation Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 31: Russian Federation Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 32: Russian Federation Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 33: Russian Federation Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 34: Russian Federation Butter & Spreadable Fats Consumer Profiles (% consumers by sub-group), 2011
  • Table 35: Russian Federation Cheese Consumer Profiles (% consumers by sub-group), 2011
  • Table 36: Russian Federation Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 37: Russian Federation Milk Consumer Profiles (% consumers by sub-group), 2011
  • Table 38: Russian Federation Puddings/desserts Consumer Profiles (% consumers by sub-group), 2011
  • Table 39: Russian Federation Yoghurt Consumer Profiles (% consumers by sub-group), 2011
  • Table 40: Russian Federation Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 41: Russian Federation Butter & Spreadable Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 42: Russian Federation Cheese Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 43: Russian Federation Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 44: Russian Federation Milk Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 45: Russian Federation Puddings/desserts Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 46: Russian Federation Yoghurt Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 47: Russian Federation, Overall Dairy Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 48: Russian Federation, Butter & Spreadable Fats Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 49: Russian Federation, Cheese Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 50: Russian Federation, Cream Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 51: Russian Federation, Milk Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 52: Russian Federation, Puddings/desserts Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 53: Russian Federation, Yoghurt Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 54: Russian Federation Dairy Market Value (Russian Ruble million), by Category, 2011
  • Table 55: Russian Federation Dairy Market Value (US$ million), by Category, 2011
  • Table 56: Russian Federation Dairy Market Volume (Kg m), by Category, 2011
  • Table 57: Russian Federation Dairy Market Share (US$ million), by Category, 2011
  • Table 58: Russian Federation Dairy Expenditure Per Capita (Russian Ruble), by Category, 2011
  • Table 59: Russian Federation Dairy Expenditure Per Capita (US$), by Category, 2011
  • Table 60: Russian Federation Dairy Expenditure Per Household (Russian Ruble), by Category
  • Table 61: Russian Federation Dairy Expenditure Per Household (US$), by Category
  • Table 62: Russian Federation Dairy Market Volume Share (Kg m), by Category, 2011
  • Table 63: Russian Federation Dairy Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 64: Russian Federation Dairy Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 65: Russian Federation Dairy Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
  • Table 66: Russian Federation Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 67: Russian Federation Cheese Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 68: Russian Federation Cream Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 69: Russian Federation Milk Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 70: Russian Federation Puddings/desserts Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 71: Russian Federation Yoghurt Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 72: Russian Federation Switchers to Auchan for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 73: Russian Federation Switchers From Auchan for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 74: Russian Federation Switchers to Dixi for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 75: Russian Federation Switchers From Dixi for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 76: Russian Federation Switchers to Lenta for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 77: Russian Federation Switchers From Lenta for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 78: Russian Federation Switchers to Magnit for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 79: Russian Federation Switchers From Magnit for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 80: Russian Federation Switchers to Metro Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 81: Russian Federation Switchers From Metro Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 82: Russian Federation Switchers to O'Key for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 83: Russian Federation Switchers From O'Key for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 84: Russian Federation Switchers to Paterson for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 85: Russian Federation Switchers From Paterson for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 86: Russian Federation Switchers to Sedmoi Kontinent for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 87: Russian Federation Switchers From Sedmoi Kontinent for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 88: Russian Federation Switchers to X5 Retail Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 89: Russian Federation Switchers From X5 Retail Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 90: Russian Federation Switchers to Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 91: Russian Federation Switchers From Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 92: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
  • Table 93: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2011
  • Table 94: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2011
  • Table 95: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2011
  • Table 96: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 97: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2011
  • Table 98: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2011
  • Table 99: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2011
  • Table 100: Russian Federation Profile of Dairy Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 101: Russian Federation Profile of Dairy 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 Dairy Value Share (%), by Age Groups, 2011
  • Figure 3: Russian Federation Dairy Value Share (%), by Gender, 2011
  • Figure 4: Russian Federation Dairy Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: Russian Federation Dairy Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: Russian Federation Dairy Value Share (%) by Wealth Groups, 2011
  • Figure 7: Russian Federation Dairy Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: Russian Federation Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: Russian Federation Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: Russian Federation Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: Russian Federation Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: Russian Federation Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: Russian Federation Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: Russian Federation Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 15: Russian Federation Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 16: Russian Federation Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 17: Russian Federation Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 18: Russian Federation Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 19: Russian Federation Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 20: Russian Federation Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 21: Russian Federation Dairy Market Share (US$ million), by Category, 2011
  • Figure 22: Russian Federation Dairy Expenditure Per Capita (US$), by Category, 2011
  • Figure 23: Russian Federation Dairy Expenditure Per Household (US$), by Category
  • Figure 24: Russian Federation Dairy Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
  • Figure 25: Russian Federation Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 26: Russian Federation Cheese Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 27: Russian Federation Cream Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 28: Russian Federation Milk Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 29: Russian Federation Puddings/desserts Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 30: Russian Federation Yoghurt Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 31: Russian Federation People Who Have Switched Retailer for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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