The Russian Prepared Meals Market: What Consumers Eat and Why?

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London (PRWEB) November 26, 2013

Product Synopsis

This report provides the results for the Prepared Meals 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 Prepared Meals 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 Prepared Meals market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Outside of Meal Kits, product penetration of the consumer base for Prepared Meals is generally high, but the average frequency of consumption is relatively low. In the future, marketers will need to understand which consumer groups and trends (and therefore consumer needs) are the most important in order to successfully encourage more frequent consumption.

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: Meal Kits, Pizza, and Ready Meals.

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

Consumer segmentation analysis of the Prepared Meals market by age in Russia reveals that older consumers constitute the largest share in the market, in value terms. This is driven by sheer demographics, but highlights that the behaviors among these consumers will have a major impact on the market overall.

In terms of the Wealth Groups covered in the report, it is Better Off consumers who are the largest single consumer groups. In combination with Better Off consumers, these two Wealth Groups account for nearly 70% of the market.

When considering the trends that drive the market it becomes clear that not only convenience, but also Indulgence play a key role. While Russians are seeking to enjoy the convenience benefits of these meals, they also want to enjoy the consumption occasion with a product that offers a sense of indulgence.

Key Highlights

The majority of consumers of Pizza in Russia across all age groups are Light frequency consumers. Pizzas appear to be an occasional indulgence, but average consumption frequencies do increase with younger age groups, pointing towards potential growth in the future.

For the main categories of Pizzas and Ready Meals, Private Labels have a foothold in the market. Branded products will need to be alert to this and ensure their propositions are well-targeted to justify their price premiums compared to Private Labels and maintain their overall Consumer Penetration.

Cumulative volume share of top five retailers of prepared meals items in Russia amounts to more than half of the total organized retail market in the country. However, no one retailer accounts for more than 20% of retail volumes. Targeting the leading retailers is clearly important to building major scale, but no one retailer has absolute controlling share of volumes.

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 Prepared Meals 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 Meal Kits
3.2.2 Pizza
3.2.3 Ready Meals
3.3 Behavioral Trends and Market Value
3.3.1 Meal Kits
3.3.2 Pizza
3.3.3 Ready Meals
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Meal Kits
4.1.2 Pizza
4.1.3 Ready Meals
4.2 Consumer Profiles by Product Category
4.2.1 Meal Kits
4.2.2 Pizza
4.2.3 Ready Meals
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Prepared Meals Brand Choice and Private Label Consumer Penetration
5.2.1 Meal Kits
5.2.2 Pizza
5.2.3 Ready Meals
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Prepared Meals
6.1.2 Meal Kits
6.1.3 Pizza
6.1.4 Ready Meals
7 Consumption Impact: Market Valuation
7.1 Prepared Meals Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Prepared Meals 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 Prepared Meals 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 Prepared Meals of Organized Retail
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Meal Kits
8.2.2 Retail Share by Volume of Organized Retail - Pizza
8.2.3 Retail Share by Volume of Organized Retail - Ready Meals
8.3 Profiles of End-Consumers of Prepared Meals, 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 Paterson
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 Prepared Meals Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Prepared Meals Value Share (%), by Age Groups, 2012
Table 4: Russian Federation Prepared Meals Value Share (%), by Gender, 2012
Table 5: Russian Federation Prepared Meals Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: Russian Federation Prepared Meals Value Share (%) by Education Level Achieved Groups, 2012
Table 7: Russian Federation Prepared Meals Value Share (%) by Wealth Groups, 2012
Table 8: Russian Federation Prepared Meals Value Share (%) by Busy Lives Groups, 2012
Table 9: Russian Federation Meal Kits Consumer Group Share (% market value), 2012
Table 10: Russian Federation Pizza Consumer Group Share (% market value), 2012
Table 11: Russian Federation Ready Meals Consumer Group Share (% market value), 2012
Table 12: Russian Federation Total Meal Kits Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 13: Russian Federation Total Pizza Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Russian Federation Total Ready Meals Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Russian Federation Meal Kits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 16: Russian Federation Meal Kits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 17: Russian Federation Pizza Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 18: Russian Federation Pizza Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 19: Russian Federation Ready Meals Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: Russian Federation Ready Meals Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: Russian Federation Meal Kits Consumer Profiles (% consumers by sub-group), 2012
Table 22: Russian Federation Pizza Consumer Profiles (% consumers by sub-group), 2012
Table 23: Russian Federation Ready Meals Consumer Profiles (% consumers by sub-group), 2012
Table 24: Russian Federation Prepared Meals Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 25: Russian Federation Meal Kits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 26: Russian Federation Pizza Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Russian Federation Ready Meals Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Russian Federation, Overall Prepared Meals: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: Russian Federation, Meal Kits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Russian Federation, Pizza: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Russian Federation, Ready Meals: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Russian Federation Prepared Meals Market Value (Russian Ruble), by Category, 2012
Table 33: Russian Federation Prepared Meals Market Value (US$ ), by Category, 2012
Table 34: Russian Federation Prepared Meals Market Volume (Kg), by Category, 2012
Table 35: Russian Federation Prepared Meals Market Share (US$ ), by Category, 2012
Table 36: Russian Federation Prepared Meals Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 37: Russian Federation Prepared Meals Expenditure Per Capita (US$), by Category, 2012
Table 38: Russian Federation Prepared Meals Expenditure Per Household (Russian Ruble), by Category
Table 39: Russian Federation Prepared Meals Expenditure Per Household (US$), by Category
Table 40: Russian Federation Prepared Meals Market Volume Share (Kg), by Category, 2012
Table 41: Russian Federation Prepared Meals Consumption Per Capita (Kg/ Population), by Category, 2012
Table 42: Russian Federation Prepared Meals Consumption Per Household (Kg/ Households), by Category, 2012
Table 43: Russian Federation Prepared Meals Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg), 2012
Table 44: Russian Federation Meal Kits Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 45: Russian Federation Pizza Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 46: Russian Federation Ready Meals Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 47: Russian Federation: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 48: Russian Federation: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 49: Russian Federation: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 50: Russian Federation: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 51: Russian Federation: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 52: Russian Federation: Profile of Prepared Meals Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 53: Russian Federation: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 54: Russian Federation: Profile of Prepared Meals Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 55: Russian Federation: Profile of Prepared Meals 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 Prepared Meals Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Prepared Meals Value Share (%), by Gender, 2012
Figure 4: Russian Federation Prepared Meals Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Prepared Meals Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Prepared Meals Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Prepared Meals Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Meal Kits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Meal Kits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Pizza Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Pizza Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Ready Meals Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Ready Meals Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Prepared Meals Market Share (US$ million), by Category, 2012
Figure 15: Russian Federation Prepared Meals Expenditure Per Capita (US$), by Category, 2012
Figure 16: Russian Federation Prepared Meals Expenditure Per Household (US$), by Category
Figure 17: Russian Federation Prepared Meals Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg), 2012
Figure 18: Russian Federation Meal Kits Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 19: Russian Federation Pizza Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 20: Russian Federation Ready Meals Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012

Companies Mentioned

Auchan, Dixi, Lenta, Magnit, Metro Group, O'Key, Paterson

Read the full report:

The Russian Prepared Meals Market: What Consumers Eat and Why?

http://www.reportbuyer.com/food_drink/ready_meals/russian_prepared_meals_market_consumers_eat_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Restaurant_and_Food_Services

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: query@reportbuyer.com
Tel: +44 208 816 85 48
Website: http://www.reportbuyer.com


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  • Sarah Smith
    Research Advisor at Reportbuyer.com
    +44 208 816 85 48
    Email