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The Russian Dairy 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 Dairy Market: What Consumers Eat and Why?

Product Synopsis

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

What is the current market landscape and what is changing?
As Russia undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. 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: Butter & Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts, and Yogurt.

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

Heavy frequency consumption is highest among Kids & Babies and Tweens & Early Teens. The percentage of consumers remains similar in all adult categories, but their consumption frequency decreases. As such, suppliers should develop strategies to increase how often adults eat Yoghurt.

The Dairy market is dominated by two categories, Cheese and Milk, which constitute 61% of the Russian market by value. The third-largest product category, Yoghurt, accounts for another 20.3% of the market.

Men consume Cheese slightly more often than women. For instance, 38% of men are Heavy frequency consumers compared to 33% of women.

Key Highlights

Older Consumers account for 25.3% of the Russian Dairy market by value, the highest share of any age group. This is a result of their sheer numbers, with Older Consumers also accounting for 23% of the population. No age group consumes Dairy products disproportionally, with market shares closely matching the country's population profile.

Not only do a large proportion of Russian consumers, particularly in the Cheese and Butter & Spreadable Fats 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.

Private label penetration is low, reaching at 12.5% in Milk. One reason for this is the fragmented nature of the Russian retail market, with private labels typically more successful in mature, concentrated retail markets.

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 Dairy 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 Butter and Spreadable Fats
3.2.2 Cheese
3.2.3 Cream
3.2.4 Milk
3.2.5 Puddings/desserts
3.2.6 Yoghurt
3.3 Behavioral Trends and Market Value
3.3.1 Butter and Spreadable Fats
3.3.2 Cheese
3.3.3 Cream
3.3.4 Milk
3.3.5 Puddings/desserts
3.3.6 Yoghurt
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Butter and Spreadable Fats
4.1.2 Cheese
4.1.3 Cream
4.1.4 Milk
4.1.5 Puddings/desserts
4.1.6 Yoghurt
4.2 Consumer Profiles by Product Category
4.2.1 Butter and Spreadable Fats
4.2.2 Cheese
4.2.3 Cream
4.2.4 Milk
4.2.5 Puddings/desserts
4.2.6 Yoghurt
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Dairy Brand Choice and Private Label Consumer Penetration
5.2.1 Butter and Spreadable Fats
5.2.2 Cheese
5.2.3 Cream
5.2.4 Milk
5.2.5 Puddings/desserts
5.2.6 Yoghurt
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Dairy
6.1.2 Butter and Spreadable Fats
6.1.3 Cheese
6.1.4 Cream
6.1.5 Milk
6.1.6 Puddings/desserts
6.1.7 Yoghurt
7 Consumption Impact: Market Valuation
7.1 Dairy Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Dairy 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 Dairy 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 Dairy
8.2 Retailer Volume of Organized Retail Share by Category
8.2.1 Retail Share by Volume of Organized Retail - Butter and Spreadable Fats
8.2.2 Retail Share by Volume of Organized Retail - Cheese
8.2.3 Retail Share by Volume of Organized Retail - Cream
8.2.4 Retail Share of Organized Retail by Volume - Milk
8.2.5 Retail Share by Volume of Organized Retail - Puddings/desserts
8.2.6 Retail Share by Volume of Organized Retail - Yoghurt
8.3 Profiles of End-Consumers of Dairy, by Retailer Used
8.3.1 Auchan
8.3.2 Dixi
8.3.3 Lenta
8.3.4 Magnit
8.3.5 Sedmoi Kontinent
8.3.6 Seventh Continent
8.3.7 X5 Retail Group
8.3.8 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

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

Companies Mentioned

Auchan, Dixi, Lenta, Magnit, SedmoiKontinent ,X5 Retail Group

Read the full report:
The Russian Dairy Market: What Consumers Eat and Why?
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