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Consumer Trends in the Oils & Fats Market in Russia

  • Published:
  • 65 Pages
  • Canadean

Abstract

Summary

Why was the report written?

Marketers in the Oils & Fats 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 Oils & Fats 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 oils and solid fats 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

  • The top retailer dominates the Oils & Fats market in Russia with over 26.5% share by volume. No other retailer has a market share by volume in excess of 10%, with little separating the next five largest retailers. Oils & Fats markets tend to show little volume change, unless linked to strong demographic changes, indicating that gains in market share will likely be cannibalistic.
  • Behavioral trends shape the Oils market, but have a limited effect in the Solid Fats market. Competition in the Solid Fats market will therefore be based strongly on price and the market will be large static.
  • Branded products account for 98% of the market by volume in Oils and 74% in Solid Fats, with private label products having share of 2% share in Oils & a healthy 26% share in Solid Fats in Russia. This suggests retailers may increase investment in their Oils private label programs in order to grow their market share.

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 Oils & Fats 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 Oils
    • 2.2.2 Solid Fats
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Oils
    • 2.3.2 Solid Fats

3. Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Oils
    • 3.1.2 Solid Fats
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Oils
    • 3.2.2 Solid Fats

4. Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Oils & Fats Brand Choice and Private Label Shares
    • 4.2.1 Oils
    • 4.2.2 Solid Fats

5. The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Oils & Fats
    • 5.1.2 Oils
    • 5.1.3 Solid Fats

6. Consumption Impact: Market Valuation

  • 6.1 Oils & Fats Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Oils & Fats 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 Oils & Fats 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 Oils & Fats
  • 7.2 Retailer Volume Share by Category of Organized Retail
    • 7.2.1 Retail Share by Volume of Organized Retail - Oils
    • 7.2.2 Retail Share by Volume of Organized Retail - of Organized Retail Solid Fats
  • 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 Oils & Fats, 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. Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

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