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市場調査レポート
世界的経済危機の消費者意識・行動への影響：ロシア
The Global Economic Crisis: The Impact On Consumer Attitudes & Behaviors In Russia
| 発行 |
Datamonitor |
| 出版日 |
2009年10月 |
商品コード |
102085 |
| ページ情報 |
英文 82 pages |
| 価格 |
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Abstract
Introduction
Datamonitor' s survey of Russian respondents established that 76% either
' strongly' or ' tended' to agree with the statement "I believe my country of
residence is in a recession". A ' recessionary mindset' has driven Russian
consumers to adopt a largely pessimistic attitude to the wider economic
situation and its impact on their lifestyles in 2009.
Scope of this research
- Detailed analysis documenting Russian consumers' ' recessionary mindset'
and how this influences perceptions about current and future prospects
- Insights highlighting how the economic downturn has affected perceived
quality of life, emotional wellbeing and financial security in Russia
- In-depth analysis of Russian shoppers' changing price sensitivity, value
consciousness and attitudes towards private label across 4 major FMCG sectors
- Countries and categories covered: Russia; food and non-alcoholic
beverages, alcoholic beverages, personal care and household care
Research and analysis highlights
Overall quality is the leading factor influencing where Russians do their
shopping, with 82% stating this was of a ' high' or ' very high' amount of
influence to them. Clearly Russian shoppers are reluctant to sacrifice on
quality, perhaps in an attempt to reduce risk
When surveyed by Datamonitor in April 2009, nearly half (46%) of Russian
respondents agreed that they were giving up some of their favorite brands in
light of the economic downturn. This was marginally higher than the overall
perception among the entire respondents across the 17 countries
Russian consumers are becoming more value conscious and therefore looking to
save money when buying groceries, though not necessarily through price
promotions
Key reasons to purchase this research
- Gain a detailed understanding of changing consumer attitudes and behaviors
amid the downturn in order to determine appropriate recessionary strategies
- Obtain country and sector specific insight about pertinent recessionary
themes such as brand loyalty and consumers' value consciousness
- Assist consumer segmentation and targeting efforts by accessing data from
two waves of primary research conducted in August 2008 and April 2009
Table of Contents
OVERVIEW
THE FUTURE DECODED
- INTRODUCTION: Understanding how ‘recessionary mindsets' influence
Russian consumers' attitudes towards and actual consumption is vital
- The ‘recessionary mindset' of Russian consumers is reflected by
the widespread belief that they' re in a recession
- The economic downturn has had an impact on the lifestyles of more than
half of Russian consumers
- Key takeouts and implications: a ‘recessionary mindset' has driven
Russian consumers to adopt a pessimistic attitude to the wider economic
situation and its impact on their lifestyles in 2009
- TREND: The downturn is making many Russians more pessimistic in the face
of falling prosperity
- Russians are generally more discontent with their lives than consumers
in other countries
- Key takeouts and implications: the mood towards the direction of Russian
society has dampened in 2008 - 09, with less than a quarter expressing
explicit satisfaction with their quality of life
- TREND: Russian consumers are pessimistic about their financial security
and future economic prospects
- Satisfaction with one' s financial situation is low among Russian
consumers and has worsened in 2009
- Perceptions about the economy, job security, financial status and the
housing market in Russia are all pessimistic to varying degrees, with little
optimism for the six months ahead
- Russians are managing their finances more closely but adopt a less
cautious approach to spending than other nations
- Russians are making greater efforts to save and still aspire to be less
reluctant on credit
- Key takeouts and implications: Russians have lost satisfaction with
their financial situation and there is only mild optimism of any improvement
coming towards the end of 2009
- INSIGHT: The global economic crisis has had a negative impact on the
emotional wellbeing of Russians with levels of stress up and personal
happiness down
- Self-reported stress levels among Russians have been negatively impacted
during the financial downturn
- Work-life balance has also worsened in combination with the deepening
downturn
- The happiness levels of Russian citizens have declined in line with the
global economic crisis
- Key takeouts and implications: recessionary consumers in Russia are in
greater need of emotional and physical ‘pick-me-ups'
- INSIGHT: Russian consumers have become increasingly price and value
conscious following the global economic downturn
- Russian consumers are becoming more value conscious and are therefore
looking to save money when buying groceries, though not necessarily through
price promotions
- Price and value consciousness heavily influences where Russian consumers
do their grocery shopping and how they shop, but quality still matters too
- Key takeouts and implications: the value consciousness of Russians has
intensified and is reflected by how they determine where to shop
- INSIGHT: Brand loyalties are under increasing threat as Russian shoppers
give up brands and increasingly embrace private label
- Russian consumers are beginning to give up some of their favorite
brands, as they make more ‘considered' choices
- Private labels are becoming more attractive to Russian shoppers,
especially in the downturn
- Key takeouts and implications: the general value consciousness of
Russians, combined with their current reflective consumption patterns, has
the potential to create an optimal platform for private label growth
- INSIGHT: Russian consumers are embracing money saving tactics when it
comes to food and non-alcoholic beverage purchases and preparation
- Russian consumers are adopting various responses to cut back on food and
beverage expenditures, particularly preparing more meals at home
- Many Russian shoppers consider private label food and non-alcoholic
beverages to be identical to famous branded equivalents
- Key takeouts and implications: a resurging desire to cook more often at
home has occurred, but increased competition in food and non-alcoholic
beverages between private label and market leading brands has yet to fully
materialize
- INSIGHT: The significant majority of Russian consumers' personal care
regimes and related product choices have been ‘recession resistant'
- Nearly three quarters of Russian consumers are committed to looking
their best in day-to-day life
- Price and value-conscious personal care/beauty shoppers in Russia have
not made notable changes to their personal care shopping and usage in order
to save money
- Russians have a polarized attitude towards private label personal care
products
- Key takeouts and implications: Russian consumers' health and beauty
regimes are influenced by a strong desire to look one' s best
- INSIGHT: Russian consumers' alcohol consumption patterns and preferences
have not changed significantly during the downturn
- Russian drinkers have not been making significant cut backs in the
amount of alcohol they consume
- Russian drinkers have not become significantly more value conscious in
both their at-home and out-of-home alcoholic beverage choices in 2008 - 09
- Private label alcohol is not as prevalent in Russia as in other
countries, which results in uncertainty about comparative quality against
branded equivalents
- Russian drinkers are more concerned about the quality credentials of
alcoholic beverage brands and are less concerned about brand image
- Key takeouts and implications: there has been little to no change in the
alcohol consumption patterns for many Russian drinkers suggesting that
alcohol is largely ‘recession resistant'
- INSIGHT: Russians' household care buying preferences are heavily shaped by
price consciousness irrespective of an economic downturn
- Price-led value is still the most influential factor for Russians'
household and laundry care purchases but preferences do reflect other
important influences
- The private label household care market in Russia is small but
potentially lucrative given shoppers' desire for value
- Key takeouts and implications: Russian consumers associate hygiene and
cleanliness with wellbeing and this makes them somewhat quality conscious
ACTION POINTS
- ACTION: Adopt a relentless approach to delivering and communicating better
value-for-money than the competition without just focusing on lower prices
- Actively demonstrate value-for-money by re-appraising marketing
initiatives, including slogans
- Ensure that the value gains are instantaneous
- Evaluate and adapt cost structures so that it is feasible to offer
value-for-money solutions
- Focus on quality to maintain differentiation and prove to consumers that
quality really matters
- Start planning for the longer-term by continually tracking Russian
consumers as an economic recovery begins to become a reality
APPENDIX
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Consumer survey: level of satisfaction with “the general
direction of how things are going” and “quality of life”, in
Russia (compared with the global average), 2009
- Table: Consumer survey: satisfaction with current financial situation and
importance attached to wealth/ income and having finances in good order, in
Russia (compared with the global average), 2009
- Table: Consumer survey: perceptions of whether broader economic and
personal conditions had improved or worsened in the six months previous, and
how each might change in the proceeding six months, in Russia, 2009
- Table: Consumer survey: propensity to feel tense and the extent to which
perceived levels of stress have changed in the last six months and are
expected to change in the next six months, in Russia, 2008 - 09
- Table: Consumer survey: propensity to feel very tired and the extent to
which perceived work-life balance has changed in the last six months and is
expected to change in the next six months, in Russia, 2008 - 09
- Table: Consumer survey: happiness levels and the extent to which perceived
happiness has changed in the last six months and are expected to change in the
next six months, in Russia, 2008-09
- Table: Consumer survey: changing value-consciousness and desire to save
money when buying groceries among Russian shoppers, 2009
- Table: Consumer survey: changing efforts are being made to use coupons,
change grocery store choice to save money, embrace more disciplined shopping
and gather and utilize store price information among Russian shoppers, April
2008 - April 2009
- Table: Consumer survey: the relative cost/value and quality consciousness
of Russian and global consumers overall when purchasing food and beverage
products in 2008
- Table: Consumer survey: the extent to which Russian consumers made an
effort to save money by adopting various food and drinks consumption and
preparation approaches, 2008-09
- Table: Consumer survey: perception about the relative superiority or
inferiority of private labels versus well known or market leading famous
brands in food, soft drinks and hot drinks, in Russia, 2009
- Table: Consumer survey: the importance attached to looking one' s best in
day-to-day life, the pressure to look good, and satisfaction with physical
attractiveness/appearance, among Russian consumers, 2008 and 2009
- Table: Consumer survey: the extent to which consumers are making an effort
to save money by using spas or salons less often, in Russia, 2008 - 09
- Table: Consumer survey: attempts made by Russians to change their personal
care/beauty habits in order to save money, by product category, 2008 - 09
- Table: Consumer survey: perception of private labels versus well known or
market leading famous brands for grooming/ beauty products, and agreement that
such products are good alternatives to well known or market leading famous
brands, in Russia, 2009
- Table: Consumer survey: attentiveness towards the amount of money spent on
alcohol and the degree to which alcoholic beverage consumers in Russia have
cut down on the overall amount of alcohol bought/consumed in 2008 - 09
- Table: Consumer survey: the changing degree to which household and laundry
care consumers in Russia made product choices with value or cost in mind, 2008
- Table: Consumer survey: attitudes towards doing housework in Russia and
globally, 2008
- Table: Consumer survey: perception about the relative superiority or
inferiority of private labels versus well known or market-leading famous
brands for household cleaning/laundry products, and how often such products
are purchased to save money, in Russia, 2009
FIGURES
- Figure: Datamonitor' s Recession and Recovery portal will allow industry
players to continually identify emerging opportunities and track what is
happening in the Russian economy as it develops
- Figure: In April 2009, over three quarters of Russian consumers believed
that their country was in recession
- Figure: More Russians believe that the recession has changed their
lifestyles in 2009 than in 2008
- Figure: Generally Russian consumers are less satisfied with their lives
than the global average
- Figure: The significant gains in positive Russian consumer sentiment
towards the country' s economic situation plummeted in 2009
- Figure: More than half of Russian consumers are currently dissatisfied
with their financial situation
- Figure: In 2009, Russians have adopted a more negative viewpoint about the
economy than their own personal situation
- Figure: Russians are more pessimistic about the economic conditions of
their country going forward than their personal finances
- Figure: The future-focused economic confidence of Russians is more
positive than negative, but has nonetheless declined in 2009
- Figure: Russians are managing their finances more closely in light of the
downturn, while more than a quarter of individuals report difficulties in
paying all the bills
- Figure: Russian consumers are generally reluctant to sustain their
reliance on credit and demonstrate a growing need to save money
- Figure: The economic downturn has also been accompanied by additional
stress levels among Russians
- Figure: Russians are less prone to tiredness than global consumers but a
similar proportion are of the impression that their work-life balance has
worsened
- Figure: Two thirds of Russians said they felt happy only occasionally in
the past month
- Figure: Many Russians are more value-conscious following the downturn,
more so than their global counterparts
- Figure: Russian consumers attach considerable importance to quality in
deciding where they do most of their shopping
- Figure: Russian grocery consumers have been making more effort to change
where they shop and using a pre-determined shopping list in 2009
- Figure: As the global economic downturn has intensified, so too has the
extent to which Russian consumers have been forced to sacrifice some of their
favorite brands
- Figure: Being seen with the ' right brand' is of similar importance to both
Russian and US consumers
- Figure: More than a third of Russian consumers look to private label
brands as a key reason to shop in a particular store
- Figure: Less than a quarter of Russian shoppers are routinely buying
private label/store branded products in an effort to save money
- Figure: The private label market is impacted by a broad range of drivers
and inhibitors
- Figure: Russians became increasingly value conscious in their food and
beverage choices in 2008, but that was not reflected by a substantial quality
compromise
- Figure: The attributes deemed most influential in what food and beverages
Russians buy highlight the importance of living well for less money
- Figure: Russian retail expenditure on food has grown significantly in the
last decade
- Figure: Russians are adopting various responses to cut back on food and
beverage expenditures, with the most significant emphasis being on cooking
more from home
- Figure: Majorities of Russians cook an evening meal at home from scratch
five times or more a week
- Figure: There has been a slight increase in the self-reported propensity
for Russians to have a occasional takeaway meals at home
- Figure: Russians are less certain of the differences between private label
and branded hot drinks than of other categories
- Figure: Russian consumers are highly appearance conscious and this makes
them less willing to trade-down when making personal care choices
- Figure: Russian personal care/beauty shoppers became more price and value
conscious in 2008 but showed little desire to sacrifice on quality
- Figure: Personal care/beauty shoppers in Russia and elsewhere are highly
price conscious, although brand image is of considerable importance to Russians
- Figure: Only 22% of Russian consumers consider private label beauty
products to be good alternatives to well known or market-leading brands
- Figure: Russian drinkers are careful about how much they spend on alcohol,
but do not perceive that they have been making significant cut backs in the
amount they consume in 2008 - 09
- Figure: Value consciousness among Russian drinkers has had more impact on
at-home alcoholic drinks' consumption in 2008 - 09
- Figure: Russian drinkers, perhaps influenced by a sense of entitlement,
are reluctant to opt for cheaper brands and formats of alcoholic beverages
- Figure: Nearly a third of Russian drinkers are highly influenced by
alcohol beverage promotional offers
- Figure: Only a small proportion of Russian drinkers believe that private
label alcoholic drinks are good alternatives to market-leading or famous brands
- Figure: Russian drinkers are less likely to be skeptical of private label
beer compared to wine or spirits
- Figure: Russians are becoming more attached to their favorite alcoholic
beverage brands as the global economic downturn intensifies
- Figure: Russians have a growing price consciousness that influences their
household purchases
- Figure: In 2008, Russian household and laundry care choices were made with
greater consideration for cost/value but consumers showed an ongoing desire
for efficacy-led quality
- Figure: Russian consumers value cleanliness, somewhat dislike household
tasks and seek to minimize the amount of time they spend on such tasks
- Figure: Nearly three quarters of Russian consumers are ' frequent'
purchasers of household care products on the basis of value-for-money
- Figure: Less than a quarter of Russian consumers regularly purchase
private label household care products to save money
- Figure: A small proportion of Russian consumers consider private label
household and laundry products to be superior to branded equivalents
- Figure: Coles' ‘Feed Your Family for Under $10' campaign is similar
to an approach adopted by Sainsbury' s in the UK
- Figure: Manufacturers and retailers looking to deliver value-for-money
must in the provision of factors associated with the PPI, but while also
offering consumers lower than expected prices
- Figure: Datamonitor' s Recession and Recovery portal will facilitate
forward thinking planning for those leading companies that start planning for
the longer-term
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