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The Russian Meat Market: What Consumers Eat and Why?

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LONDON, Jan. 27, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Russian Meat Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Meat 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 Meat 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 Meat 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 Meat. 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: Ambient Meat, Cooked Meats – Counter, Cooked Meats – Packaged, Fresh Meat (Counter), Frozen Meat, Raw Packaged Meat – processed, and Raw Packaged Meat – whole cuts.

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

While similar proportions of males and females consume Raw Packaged Meat – processed, males consume more often. For instance, only 19% of females record Heavy frequency consumption compared with 33% of males. Marketers need to keep this gender gap in mind when designing products and campaigns for the Raw Packaged Meat – processed market.

Private label penetration is high in the Fresh Meat (counter), Cooked Meats – Counter, and Frozen Meat categories, where over half of the volume of products distributed is private label. In contrast, private label penetration is only 9% in the Raw Packaged Meat – processed category, highlighting a market retailers may next seek to explore.

The Moderate Income wealth group has the largest share of the Meat market in Russia with38.5%, despite accounting for only 31% of the population. Marketers need to target products at the right price points for this wealth group in order to take advantage of their above average consumption.

Key Highlights

Not only do a large proportion of Russian consumers, in certain categories at least, 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.

The Personal Space and Time trend influences 45.5% of the value of the Frozen Meat market. This highlights the extent to which consumers value the ability to relax these products provide them with. Additionally, their long storage allows consumers to cut down on the number of shopping visits they need to make.

Fresh Meat (counter) is the most valuable category in the Meat market, followed by Raw Packaged Meat-whole cuts. Ambient Meat is the smallest category, with a market share of 5%.

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 Meat 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 Ambient Meat
3.2.2 Cooked Meats - Counter
3.2.3 Cooked Meats - Packaged
3.2.4 Fresh Meat (counter)
3.2.5 Frozen Meat
3.2.6 Raw Packaged Meat - processed
3.2.7 Raw Packaged Meat - whole cuts
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Meat
3.3.2 Cooked Meats - Counter
3.3.3 Cooked Meats - Packaged
3.3.4 Fresh Meat (counter)
3.3.5 Frozen Meat
3.3.6 Raw Packaged Meat - processed
3.3.7 Raw Packaged Meat - whole cuts
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Meat
4.1.2 Cooked Meats - Counter
4.1.3 Cooked Meats - Packaged
4.1.4 Fresh Meat (counter)
4.1.5 Frozen Meat
4.1.6 Raw Packaged Meat - processed
4.1.7 Raw Packaged Meat - whole cuts
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Meat
4.2.2 Cooked Meats - Counter
4.2.3 Cooked Meats - Packaged
4.2.4 Fresh Meat (counter)
4.2.5 Frozen Meat
4.2.6 Raw Packaged Meat - processed
4.2.7 Raw Packaged Meat - whole cuts
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Meat Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Meat
5.2.2 Cooked Meats - Counter
5.2.3 Cooked Meats - Packaged
5.2.4 Fresh Meat (counter)
5.2.5 Frozen Meat
5.2.6 Raw Packaged Meat - processed
5.2.7 Raw Packaged Meat - whole cuts
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Meat
6.1.2 Ambient Meat
6.1.3 Cooked Meats - Counter
6.1.4 Cooked Meats - Packaged
6.1.5 Fresh Meat (counter)
6.1.6 Frozen Meat
6.1.7 Raw Packaged Meat - processed
6.1.8 Raw Packaged Meat - whole cuts
7 Consumption Impact: Market Valuation
7.1 Meat Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Meat 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 Meat 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 of Organized Retail Share in Meat
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Ambient Meat
8.2.2 Retail Share by Volume of Organized Retail - Cooked Meats - Counter
8.2.3 Retail Share by Volume of Organized Retail - Cooked Meats - Packaged
8.2.4 Retail Share by Volume of Organized Retail - Fresh Meat (counter)
8.2.5 Retail Share by Volume of Organized Retail - Frozen Meat
8.2.6 Retail Share by Volume of Organized Retail - Raw Packaged Meat - processed
8.2.7 Retail Share by Volume of Organized Retail - Raw Packaged Meat - whole cuts
8.3 Profiles of End-Consumers of Meat, 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 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 Meat Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Meat Value Share (%), by Age Groups, 2012
Table 4: Russian Federation Meat Value Share (%), by Gender, 2012
Table 5: Russian Federation Meat Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: Russian Federation Meat Value Share (%) by Education Level Achieved Groups, 2012
Table 7: Russian Federation Meat Value Share (%) by Wealth Groups, 2012
Table 8: Russian Federation Meat Value Share (%) by Busy Lives Groups, 2012
Table 9: Russian Federation Ambient Meat Consumer Group Share (% market value), 2012
Table 10: Russian Federation Cooked Meats - Counter Consumer Group Share (% market value), 2012
Table 11: Russian Federation Cooked Meats - Packaged Consumer Group Share (% market value), 2012
Table 12: Russian Federation Fresh Meat (counter) Consumer Group Share (% market value), 2012
Table 13: Russian Federation Frozen Meat Consumer Group Share (% market value), 2012
Table 14: Russian Federation Raw Packaged Meat - processed Consumer Group Share (% market value), 2012
Table 15: Russian Federation Raw Packaged Meat - whole cuts Consumer Group Share (% market value), 2012
Table 16: Russian Federation Total Ambient Meat Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Russian Federation Total Cooked Meats - Counter Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Total Cooked Meats - Packaged Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Total Fresh Meat (counter) Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Russian Federation Total Frozen Meat Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Russian Federation Total Raw Packaged Meat - processed Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Russian Federation Total Raw Packaged Meat - whole cuts Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Russian Federation Ambient Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: Russian Federation Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: Russian Federation Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: Russian Federation Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: Russian Federation Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: Russian Federation Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: Russian Federation Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 30: Russian Federation Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 31: Russian Federation Frozen Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 32: Russian Federation Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 33: Russian Federation Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 34: Russian Federation Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 35: Russian Federation Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 36: Russian Federation Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 37: Russian Federation Ambient Meat Consumer Profiles (% consumers by sub-group), 2012
Table 38: Russian Federation Cooked Meats - Counter Consumer Profiles (% consumers by sub-group), 2012
Table 39: Russian Federation Cooked Meats - Packaged Consumer Profiles (% consumers by sub-group), 2012
Table 40: Russian Federation Fresh Meat (counter) Consumer Profiles (% consumers by sub-group), 2012
Table 41: Russian Federation Frozen Meat Consumer Profiles (% consumers by sub-group), 2012
Table 42: Russian Federation Raw Packaged Meat - processed Consumer Profiles (% consumers by sub-group), 2012
Table 43: Russian Federation Raw Packaged Meat - whole cuts Consumer Profiles (% consumers by sub-group), 2012
Table 44: Russian Federation Meat Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 45: Russian Federation Ambient Meat Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: Russian Federation Cooked Meats - Counter Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Russian Federation Cooked Meats - Packaged Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: Russian Federation Fresh Meat (counter) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: Russian Federation Frozen Meat Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: Russian Federation Raw Packaged Meat - processed Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: Russian Federation Raw Packaged Meat - whole cuts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Russian Federation, Overall Meat: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: Russian Federation, Ambient Meat: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Russian Federation, Cooked Meats - Counter: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: Russian Federation, Cooked Meats - Packaged: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: Russian Federation, Fresh Meat (counter): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: Russian Federation, Frozen Meat: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: Russian Federation, Raw Packaged Meat - processed: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: Russian Federation, Raw Packaged Meat - whole cuts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Russian Federation Meat Market Value (Russian Ruble), by Category, 2012
Table 61: Russian Federation Meat Market Value (US$), by Category, 2012
Table 62: Russian Federation Meat Market Volume (Kg), by Category, 2012
Table 63: Russian Federation Meat Market Share (US$), by Category, 2012
Table 64: Russian Federation Meat Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 65: Russian Federation Meat Expenditure Per Capita (US$), by Category, 2012
Table 66: Russian Federation Meat Expenditure Per Household (Russian Ruble), by Category
Table 67: Russian Federation Meat Expenditure Per Household (US$), by Category
Table 68: Russian Federation Meat Market Volume Share (Kg), by Category, 2012
Table 69: Russian Federation Meat Consumption Per Capita (Kg/ Population), by Category, 2012
Table 70: Russian Federation Meat Consumption Per Household (Kg/ Households), by Category, 2012
Table 71: Russian Federation Meat Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Table 72: Russian Federation Ambient Meat Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 73: Russian Federation Cooked Meats - Counter Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 74: Russian Federation Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 75: Russian Federation Fresh Meat (counter) Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 76: Russian Federation Frozen Meat Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 77: Russian Federation Raw Packaged Meat - processed Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 78: Russian Federation Raw Packaged Meat - whole cuts Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 79: Russian Federation: Profile of Meat Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 80: Russian Federation: Profile of Meat Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 81: Russian Federation: Profile of Meat Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 82: Russian Federation: Profile of Meat Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 83: Russian Federation: Profile of Meat Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 84: Russian Federation: Profile of Meat Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 85: Russian Federation: Profile of Meat Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 86: Russian Federation: Profile of Meat Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 87: Russian Federation: Profile of Meat 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 Meat Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Meat Value Share (%), by Gender, 2012
Figure 4: Russian Federation Meat Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Meat Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Meat Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Meat Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Ambient Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Frozen Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Russian Federation Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Russian Federation Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Russian Federation Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Russian Federation Meat Market Share (US$), by Category, 2012
Figure 23: Russian Federation Meat Expenditure Per Capita (US$), by Category, 2012
Figure 24: Russian Federation Meat Expenditure Per Household (US$), by Category
Figure 25: Russian Federation Meat Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Figure 26: Russian Federation Ambient Meat Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 27: Russian Federation Cooked Meats - Counter Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 28: Russian Federation Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 29: Russian Federation Fresh Meat (counter) Survey-tracked Retailer Shares by Volume (Kg), of Organized Retail 2012
Figure 30: Russian Federation Frozen Meat Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 31: Russian Federation Raw Packaged Meat - processed Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 32: Russian Federation Raw Packaged Meat - whole cuts Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012

Companies Mentioned

Auchan, Dixi, Lenta, Magnit, Metro Group ,O'Key ,Sedmoi Kontinent

Read the full report:
The Russian Meat Market: What Consumers Eat and Why?
http://www.reportbuyer.com/food_drink/meat_poultry/russian_meat_market_consumers_eat_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Meat_and_Poultry

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