Consumer Trends in the Savory Snacks Market in Russia

Synopsis

This report provides the results for the Savory Snacks 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 Savory Snacks market face a major challenge. Understanding market size and segmentation is valuable, but the key 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 Savory Snacks 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 Savory Snacks, which as a non-essential item may have been one of the first food categories to record declined consumption as a result of weak consumer confidence. 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 Ethnic/Traditional Snacks, Meat Snacks, Nuts & Seeds, Popcorn, Potato Chips, Pretzels and Processed Snacks 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

Children consume Savory Snacks disproportionately. The Kids & Babies and Tweens & Early Teens age groups combined for a 29% share of the market by value, despite accounting for only 16% of the population. Their above average consumption will make these age groups a key target for marketers.

Not only do a large proportion of Russian consumers, particularly in the Nuts & Seeds, Potato Chips and Pretzels 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. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

While private label penetration is in excess of 50% in categories such as Pretzels and Meat Snacks, only 2% of the volume of Potato Chips products distributed is private label. As the most valuable category in the Savory Snacks market retailers should be expected to increase their investment in this category, particularly given the fragmented nature of the Potato Chips market, where no brand other than the market leader has a share larger than 6%.