The Russian Savory Snacks Market: What Consumers Eat and Why?

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Product Synopsis

This report provides the results for the Savory Snacks marketing 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 Savory Snacks 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 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. As a non-essential item, it 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 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: Ethnic/Traditional Snacks, Meat Snacks, Nuts & Seeds, Popcorn, Potato Chips, Pretzels, and Processed Snacks.

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

Consumption of Nuts & Seeds is high in Russia, with 34% of both males and females recording Heavy Frequency consumption, while 33% of females and 30% of males record Medium frequency consumption. These high consumption levels mean the market is unlikely to record volume growth and, as such, marketers need to introduce more premium and value-added products to the category for its value to grow.

The Savory Snacks market in Russia is dominated by two categories, Potato Chips and Processed Snacks, which together constitute 68% of the market by value. Popcorn is the least valuable category, with a market share of less than 2%.

Consumption of Meat snacks tends to go up as consumers increase in age. The only exception to this is the Early Young Adults category, where low consumption is caused by newly independent adults breaking consumption patterns developed under parental guidance and low levels of disposable incomes to spend on luxuries and snacks.

Key Highlights

Children consume Savory Snacks disproportionately. The Kids & Babies and Tweens & Early Teens age groups combined have a 20% 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%.

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 Savory Snacks 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 Ethnic/traditional Snacks
3.2.2 Meat Snacks
3.2.3 Nuts and Seeds
3.2.4 Popcorn
3.2.5 Potato Chips
3.2.6 Pretzels
3.2.7 Processed Snacks
3.3 Behavioral Trends and Market Value
3.3.1 Ethnic/traditional Snacks
3.3.2 Meat Snacks
3.3.3 Nuts and Seeds
3.3.4 Popcorn
3.3.5 Potato Chips
3.3.6 Pretzels
3.3.7 Processed Snacks
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ethnic/traditional Snacks
4.1.2 Meat Snacks
4.1.3 Nuts and Seeds
4.1.4 Popcorn
4.1.5 Potato Chips
4.1.6 Pretzels
4.1.7 Processed Snacks
4.2 Consumer Profiles by Product Category
4.2.1 Ethnic/traditional Snacks
4.2.2 Meat Snacks
4.2.3 Nuts and Seeds
4.2.4 Popcorn
4.2.5 Potato Chips
4.2.6 Pretzels
4.2.7 Processed Snacks
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Savory Snacks Brand Choice and Private Label Consumer Penetration
5.2.1 Ethnic/traditional Snacks
5.2.2 Meat Snacks
5.2.3 Nuts and Seeds
5.2.4 Popcorn
5.2.5 Potato Chips
5.2.6 Pretzels
5.2.7 Processed Snacks
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Savory Snacks
6.1.2 Ethnic/traditional Snacks
6.1.3 Meat Snacks
6.1.4 Nuts and Seeds
6.1.5 Popcorn
6.1.6 Potato Chips
6.1.7 Pretzels
6.1.8 Processed Snacks
7 Consumption Impact: Market Valuation
7.1 Savory Snacks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Savory Snacks 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 Savory Snacks 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 Savory Snacks of Organized Retail
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Ethnic/traditional Snacks
8.2.2 Retail Share by Volume of Organized Retail - Meat Snacks
8.2.3 Retail Share by Volume of Organized Retail - Nuts and Seeds
8.2.4 Retail Share by Volume of Organized Retail - Popcorn
8.2.5 Retail Share by Volume of Organized Retail - Potato Chips
8.2.6 Retail Share by Volume of Organized Retail - Pretzels
8.2.7 Retail Share by Volume - Processed Snacks
8.3 Profiles of End-Consumers of Savory Snacks, 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 Sedmoi Kontinent
8.3.8 Seventh Continent
8.3.9 X5 Retail Group
8.3.10 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Savory Snacks Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Savory Snacks Value Share (%), by Age Groups, 2012
Table 4: Russian Federation Savory Snacks Value Share (%), by Gender, 2012
Table 5: Russian Federation Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: Russian Federation Savory Snacks Value Share (%) by Education Level Achieved Groups, 2012
Table 7: Russian Federation Savory Snacks Value Share (%) by Wealth Groups, 2012
Table 8: Russian Federation Savory Snacks Value Share (%) by Busy Lives Groups, 2012
Table 9: Russian Federation Ethnic/traditional Snacks Consumer Group Share (% market value), 2012
Table 10: Russian Federation Meat Snacks Consumer Group Share (% market value), 2012
Table 11: Russian Federation Nuts and Seeds Consumer Group Share (% market value), 2012
Table 12: Russian Federation Popcorn Consumer Group Share (% market value), 2012
Table 13: Russian Federation Potato Chips Consumer Group Share (% market value), 2012
Table 14: Russian Federation Pretzels Consumer Group Share (% market value), 2012
Table 15: Russian Federation Processed Snacks Consumer Group Share (% market value), 2012
Table 16: Russian Federation Total Ethnic/traditional Snacks Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Russian Federation Total Meat Snacks Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Total Nuts and Seeds Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Total Popcorn Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Russian Federation Total Potato Chips Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Russian Federation Total Pretzels Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Russian Federation Total Processed Snacks Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Russian Federation Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: Russian Federation Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: Russian Federation Meat Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: Russian Federation Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: Russian Federation Nuts and Seeds Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: Russian Federation Nuts and Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: Russian Federation Popcorn Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 30: Russian Federation Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 31: Russian Federation Potato Chips Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 32: Russian Federation Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 33: Russian Federation Pretzels Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 34: Russian Federation Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 35: Russian Federation Processed Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 36: Russian Federation Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 37: Russian Federation Ethnic/traditional Snacks Consumer Profiles (% consumers by sub-group), 2012
Table 38: Russian Federation Meat Snacks Consumer Profiles (% consumers by sub-group), 2012
Table 39: Russian Federation Nuts and Seeds Consumer Profiles (% consumers by sub-group), 2012
Table 40: Russian Federation Popcorn Consumer Profiles (% consumers by sub-group), 2012
Table 41: Russian Federation Potato Chips Consumer Profiles (% consumers by sub-group), 2012
Table 42: Russian Federation Pretzels Consumer Profiles (% consumers by sub-group), 2012
Table 43: Russian Federation Processed Snacks Consumer Profiles (% consumers by sub-group), 2012
Table 44: Russian Federation Savory Snacks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 45: Russian Federation Ethnic/traditional Snacks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: Russian Federation Meat Snacks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Russian Federation Nuts and Seeds Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: Russian Federation Popcorn Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: Russian Federation Potato Chips Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: Russian Federation Pretzels Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: Russian Federation Processed Snacks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Russian Federation, Overall Savory Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: Russian Federation, Ethnic/traditional Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Russian Federation, Meat Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: Russian Federation, Nuts and Seeds: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: Russian Federation, Popcorn: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: Russian Federation, Potato Chips: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: Russian Federation, Pretzels: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: Russian Federation, Processed Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Russian Federation Savory Snacks Market Value (Russian Ruble), by Category, 2012
Table 61: Russian Federation Savory Snacks Market Value (US$), by Category, 2012
Table 62: Russian Federation Savory Snacks Market Volume (Kg), by Category, 2012
Table 63: Russian Federation Savory Snacks Market Share (US$), by Category, 2012
Table 64: Russian Federation Savory Snacks Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 65: Russian Federation Savory Snacks Expenditure Per Capita (US$), by Category, 2012
Table 66: Russian Federation Savory Snacks Expenditure Per Household (Russian Ruble), by Category
Table 67: Russian Federation Savory Snacks Expenditure Per Household (US$), by Category
Table 68: Russian Federation Savory Snacks Market Volume Share (Kg), by Category, 2012
Table 69: Russian Federation Savory Snacks Consumption Per Capita (Kg/ Population), by Category, 2012
Table 70: Russian Federation Savory Snacks Consumption Per Household (Kg/ Households), by Category, 2012
Table 71: Russian Federation Savory Snacks Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Table 72: Russian Federation Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 73: Russian Federation Meat Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 74: Russian Federation Nuts and Seeds Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 75: Russian Federation Popcorn Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 76: Russian Federation Potato Chips Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 77: Russian Federation Pretzels Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 78: Russian Federation Processed Snacks Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 79: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 80: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 81: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 82: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 83: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 84: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 85: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 86: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Seventh Continent (% by Subgroup, as tracked by the Survey), 2012
Table 87: Russian Federation: Profile of Savory Snacks Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 88: Russian Federation: Profile of Savory Snacks 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 Savory Snacks Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Savory Snacks Value Share (%), by Gender, 2012
Figure 4: Russian Federation Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Savory Snacks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Savory Snacks Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Savory Snacks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Meat Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Nuts and Seeds Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Nuts and Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Popcorn Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Potato Chips Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Pretzels Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Russian Federation Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Russian Federation Processed Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Russian Federation Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Russian Federation Savory Snacks Market Share (US$), by Category, 2012
Figure 23: Russian Federation Savory Snacks Expenditure Per Capita (US$), by Category, 2012
Figure 24: Russian Federation Savory Snacks Expenditure Per Household (US$), by Category
Figure 25: Russian Federation Savory Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg), 2012
Figure 26: Russian Federation Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 27: Russian Federation Meat Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 28: Russian Federation Nuts and Seeds Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 29: Russian Federation Popcorn Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 30: Russian Federation Potato Chips Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 31: Russian Federation Pretzels Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 32: Russian Federation Processed Snacks Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012

Companies Mentioned

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

Read the full report:

The Russian Savory Snacks Market: What Consumers Eat and Why?

http://www.reportbuyer.com/food_drink/snacks/russian_savory_snacks_market_consumers_eat_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Snack_and_Sweet

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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