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Consumer Trends in the Syrups & Spreads Market in Russia

  • Published:
  • 91 Pages
  • Canadean

Abstract

Summary

Why was the report written?

Marketers in the Syrups & Spreads market in Russia face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is to know 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 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 increased amount of discount 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 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: Jams, Jellies & Preserves, Molasses, Savory Spreads, Sweet Spreads and Syrups.
  • 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

  • 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 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 if these markets will have a large effect on the overall market.

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 Syrups & Spreads 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 Jams, Jellies & Preserves
    • 2.2.2 Molasses
    • 2.2.3 Savory Spreads
    • 2.2.4 Sweet Spreads
    • 2.2.5 Syrups
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Jams, Jellies & Preserves
    • 2.3.2 Molasses
    • 2.3.3 Savory Spreads
    • 2.3.4 Sweet Spreads
    • 2.3.5 Syrups

3. Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Jams, Jellies & Preserves
    • 3.1.2 Molasses
    • 3.1.3 Savory Spreads
    • 3.1.4 Sweet Spreads
    • 3.1.5 Syrups
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Jams, Jellies & Preserves
    • 3.2.2 Molasses
    • 3.2.3 Savory Spreads
    • 3.2.4 Sweet Spreads
    • 3.2.5 Syrups

4. Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Syrups & Spreads Brand Choice and Private Label Shares
    • 4.2.1 Jams, Jellies & Preserves
    • 4.2.2 Molasses
    • 4.2.3 Savory Spreads
    • 4.2.4 Sweet Spreads
    • 4.2.5 Syrups

5. The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Syrups & Spreads
    • 5.1.2 Jams, Jellies & Preserves
    • 5.1.3 Molasses
    • 5.1.4 Savory Spreads
    • 5.1.5 Sweet Spreads
    • 5.1.6 Syrups

6. Consumption Impact: Market Valuation

  • 6.1 Syrups & Spreads Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Syrups & Spreads 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 Syrups & Spreads 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 Shares of Organized Retail Share
    • 7.1.1 Retailer Share by Volume of Organized Retail in Syrups & Spreads
  • 7.2 Retailer Volume of Organized Retail Share by Category
    • 7.2.1 Retail Share by Volume of Organized Retail - Jams, Jellies & Preserves
    • 7.2.2 Retail Share by Volume of Organized Retail - Molasses
    • 7.2.3 Retail Share by Volume of Organized Retail - Savory Spreads
    • 7.2.4 Retail Share by Volume of Organized Retail - Sweet Spreads
    • 7.2.5 Retail Share by Volume of Organized Retail - Syrups
  • 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 Syrups & Spreads, 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 Syrups & Spreads Market
  • Table 2: Foreign Exchange Rate - Ruble Vs. US$, 2011
  • Table 3: Russia Survey Respondent Profile (weighted), 2011
  • Table 4: Russian Federation Syrups & Spreads Value Share (%), by Age Groups, 2011
  • Table 5: Russian Federation Syrups & Spreads Value Share (%), by Gender, 2011
  • Table 6: Russian Federation Syrups & Spreads Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Russian Federation Syrups & Spreads Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Russian Federation Syrups & Spreads Value Share (%) by Wealth Groups, 2011
  • Table 9: Russian Federation Syrups & Spreads Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Russian Federation Jams, Jellies & Preserves Consumer Group Share (% market value), 2011
  • Table 11: Russian Federation Molasses Consumer Group Share (% market value), 2011
  • Table 12: Russian Federation Savory Spreads Consumer Group Share (% market value), 2011
  • Table 13: Russian Federation Sweet Spreads Consumer Group Share (% market value), 2011
  • Table 14: Russian Federation Syrups Consumer Group Share (% market value), 2011
  • Table 15: Russian Federation Total Jams, Jellies & Preserves Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: Russian Federation Total Molasses Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 17: Russian Federation Total Savory Spreads Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 18: Russian Federation Total Sweet Spreads Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 19: Russian Federation Total Syrups Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 20: Russian Federation Jams, Jellies & Preserves Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: Russian Federation Jams, Jellies & Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: Russian Federation Molasses Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 23: Russian Federation Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 24: Russian Federation Savory Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 25: Russian Federation Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 26: Russian Federation Sweet Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 27: Russian Federation Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 28: Russian Federation Syrups Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 29: Russian Federation Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 30: Russian Federation Jams, Jellies & Preserves Consumer Profiles (% consumers by sub-group), 2011
  • Table 31: Russian Federation Molasses Consumer Profiles (% consumers by sub-group), 2011
  • Table 32: Russian Federation Savory Spreads Consumer Profiles (% consumers by sub-group), 2011
  • Table 33: Russian Federation Sweet Spreads Consumer Profiles (% consumers by sub-group), 2011
  • Table 34: Russian Federation Syrups Consumer Profiles (% consumers by sub-group), 2011
  • Table 35: Russian Federation Syrups & Spreads Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 36: Russian Federation Jams, Jellies & Preserves Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 37: Russian Federation Molasses Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 38: Russian Federation Savory Spreads Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 39: Russian Federation Sweet Spreads Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 40: Russian Federation Syrups Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 41: Russian Federation, Overall Syrups & Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 42: Russian Federation, Jams, Jellies & Preserves: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 43: Russian Federation, Molasses: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 44: Russian Federation, Savory Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 45: Russian Federation, Sweet Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 46: Russian Federation, Syrups: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 47: Russian Federation Syrups & Spreads Market Value (Russian Ruble million), by Category, 2011
  • Table 48: Russian Federation Syrups & Spreads Market Value (US$ million), by Category, 2011
  • Table 49: Russian Federation Syrups & Spreads Market Volume (Kg m), by Category, 2011
  • Table 50: Russian Federation Syrups & Spreads Market Share (US$ million), by Category, 2011
  • Table 51: Russian Federation Syrups & Spreads Expenditure Per Capita (Russian Ruble), by Category, 2011
  • Table 52: Russia Syrups & Spreads Expenditure Per Capita (US$), by Category, 2011
  • Table 53: Russian Federation Syrups & Spreads Expenditure Per Household (Russian Ruble), by Category
  • Table 54: Russian Federation Syrups & Spreads Expenditure Per Household (US$), by Category
  • Table 55: Russian Federation Syrups & Spreads Market Volume Share (Kg m), by Category, 2011
  • Table 56: Russian Federation Syrups & Spreads Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 57: Russian Federation Syrups & Spreads Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 58: Russian Federation Syrups & Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
  • Table 59: Russian Federation Jams, Jellies & Preserves Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 60: Russian Federation Molasses Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 61: Russian Federation Savory Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 62: Russian Federation Sweet Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 63: Russian Federation Syrups Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 64: Russian Federation: Switchers to Auchan for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 65: Russian Federation: Switchers From Auchan for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 66: Russian Federation: Switchers to Dixi for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 67: Russian Federation: Switchers From Dixi for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 68: Russian Federation: Switchers to Lenta for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 69: Russian Federation: Switchers From Lenta for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 70: Russian Federation: Switchers to Magnit for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 71: Russian Federation: Switchers From Magnit for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 72: Russian Federation: Switchers to OAO Pharmacy Chain 36.6 for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 73: Russian Federation: Switchers From OAO Pharmacy Chain 36.6 for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 74: Russian Federation: Switchers to O'Key for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 75: Russian Federation: Switchers From O'Key for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 76: Russian Federation: Switchers to Paterson for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 77: Russian Federation: Switchers From Paterson for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 78: Russian Federation: Switchers to Sedmoi Kontinent for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 79: Russian Federation: Switchers From Sedmoi Kontinent for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 80: Russian Federation: Switchers to X5 Retail Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 81: Russian Federation: Switchers From X5 Retail Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 82: Russian Federation: Switchers to Other for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 83: Russian Federation: Switchers From Other for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 84: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
  • Table 85: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2011
  • Table 86: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2011
  • Table 87: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2011
  • Table 88: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 89: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2011
  • Table 90: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2011
  • Table 91: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2011
  • Table 92: Russian Federation: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 93: Russian Federation: Profile of Syrups & Spreads 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 Syrups & Spreads Value Share (%), by Age Groups, 2011
  • Figure 3: Russian Federation Syrups & Spreads Value Share (%), by Gender, 2011
  • Figure 4: Russian Federation Syrups & Spreads Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: Russian Federation Syrups & Spreads Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: Russian Federation Syrups & Spreads Value Share (%) by Wealth Groups, 2011
  • Figure 7: Russian Federation Syrups & Spreads Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: Russian Federation Jams, Jellies & Preserves Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: Russian Federation Jams, Jellies & Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: Russian Federation Molasses Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: Russian Federation Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: Russian Federation Savory Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: Russian Federation Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: Russian Federation Sweet Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 15: Russian Federation Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 16: Russian Federation Syrups Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 17: Russian Federation Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 18: Russian Federation Syrups & Spreads Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 19: Russian Federation Syrups & Spreads Market Share (US$ million), by Category, 2011
  • Figure 20: Russian Federation Syrups & Spreads Expenditure Per Capita (US$), by Category, 2011
  • Figure 21: Russian Federation Syrups & Spreads Expenditure Per Household (US$), by Category
  • Figure 22: Russian Federation Syrups & Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
  • Figure 23: Russian Federation Jams, Jellies & Preserves Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 24: Russian Federation Molasses Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 25: Russian Federation Savory Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 26: Russian Federation Sweet Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 27: Russian Federation Syrups Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 28: Russian Federation: People Who Have Switched Retailer for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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