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市場調査レポート

ロシアのアイスクリーム市場の動向と発展

Market Focus: Trends and Developments in the Ice Cream Sector in Russia

発行 Canadean 商品コード 285709
出版日 ページ情報 英文 38 Pages
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ロシアのアイスクリーム市場の動向と発展 Market Focus: Trends and Developments in the Ice Cream Sector in Russia
出版日: 2013年09月30日 ページ情報: 英文 38 Pages
概要

当レポートでは、ロシアのアイスクリーム市場について調査分析し、市場の規模、経済・人口統計・行動動向について検証し、主要企業プロファイルも含めて、概略以下の構成でお届けいたします。

国の背景事情

  • 所得の増加と中産階級の成長が促進要因
  • 小売市場は地域によって大きく異なる
  • 売上の主な要因は購入の便利さ
  • テイクアウト用アイスクリームパックと、コーンとカップのマルチパックが、自宅用として人気

消費者の概要

  • 高齢者が消費を促進、若年世代は革新的な商品へ
  • アイスクリーム消費者の大半は大量消費の習慣
  • 高価でない嗜好用(indulgence)アイスクリーム
  • 企業は嗜好用(indulgence)・革新的な商品をターゲットに、市場ではお買い得感が売上を促進
  • 自分だけの空間と時間、次いで面白さと楽しみが、市場に影響を与える

部門分析

  • 毎日の消費製品として見なされ、テイクアウト用アイスクリームが高成長
  • テイクアウト用アイスクリームの消費がインパルス(簡便ですぐ食べられる)アイスクリームより急増
  • 為替相場の変動が複雑性を増す
  • 可処分所得の上昇で需要促進のマーケティング活動が増加

ブランド製品とプライベートブランド

  • プライベートブランドの普及率は、ロシアでは初期段階
  • テイクアウト用で、プライベートブランドが急成長
  • 主要ブランド:カテゴリー別

パッケージに関する考察

  • インパルス(簡便ですぐ食べられる)アイスクリームのシェアの高さが、パッケージ用材料の需要を促進
  • テイクアウト用の消費量増加で、硬質プラスチックが、柔軟・紙/板紙パッケージより急増

将来の見通し:ロシアのアイスクリーム市場の4大動向

  • 他の乳製品との競合
  • 季節性 vs. 定期的消費
  • アイスクリームの高級化
  • テイクアウト用とHORECA(ホテル・レストラン・ケータリング)アイスクリームの消費が成長

データ付録、調査手法

目次
Product Code: CS1440MF

This report provides a concise overview of the Ice Cream market in Russia. After reading this report, you will understand the size of the market, the economic, demographic, and behavioural trends that will drive its evolution and the leading players within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?

This overview of the consumer and market dynamics of Russian Ice Cream sector allows new entrants and established players to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?

Rising Russian middle class are now increasing considering Ice Cream as every day consumption product and for on the go snacking during the hot summer months.

What are the key drivers behind recent market changes?

This growth reflects the position of Ice Cream for everyday consumption. The market is driven by Russian's indulgence and sweet tooth towards Ice Cream and their busy lifestyles. Volatile exchange rates have added complexity to the market for international companies. For instance, the value of the Russian ruble versus the US dollar fell rapidly during the second half of 2008, and then grew rapidly after 2009, which again fell in the mid of 2011, and recovered in the second half of 2012. This fluctuation is expected to stabilize; however, a slight downwards trend is possible.

What makes this report unique and essential to read?

This report brings together consumer insight and market data to provide a comprehensive brief of the Russia's Ice Cream sector. This allows for the rapid identification of key growth opportunities across major Ice Cream categories and their packaging.

Key Features and Benefits

Analysis of consumer behaviour, economic conditions, and demography reveals emerging opportunities in the Ice Cream sector.

Key growth categories are highlighted by analysing the market dynamics of major Ice Cream categories.

Market shares are provided for the leading brands and private label across Ice Cream categories.

An overview of packaging trends in the Ice Cream sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

Larger pack sizes will benefit, as the consumption of Take-home Ice Cream becomes increasingly common behavior: the number of Take-home Ice Cream packs sized larger than 750g will increase between 2007 and 2017

Older consumers, aged 55+ constitute over two fifth of the consumption in Ice Cream market indicating opportunity for healthy product line, so that Russians can have guilt free indulgence.

New ice-cream flavors are being developed to target variety seekers, and segment looking for premium ice cream. Companies are increasing using Wafer Cup, preferred by Russian to decrease per unit cost per Ice Cream and offer more value for money products.

Per capita consumption in Russia is low compared to Western European nations, which indicate huge untapped market. Although Impulse Ice Cream constitute major market by value, Take-Home is now increasingly considered for regular consumption.

Russia lags behind the majority of European and developed countries markets in trust and confidence in the quality of private labels.

Key Highlights

Rigid Plastic is the increasingly being used as preferred form of packing material in Take-Home Ice cream category, which allow easy of storage and transportation.

Ice Cream is being developed in Russia to help deliver functional benefits. This is in response to growing acceptance of products featuring functional ingredients and the increasing competition from frozen yogurt, as consumers consider yoghurt to be healthier than ice cream.

Marketers are positioning Ice Cream as regular consumption dessert where family packs or large-size package for home consumption can be promoted.

Major part of the Ice Cream consumption in value is driven by those in households who have total income in or above the 50th centile of the country (the highly affluent and better off income groups).

Table of Contents

Country context

  • Rising Income and growing middle class are fuelling growth in Russia
  • Russia retail market varies significantly with regional parameters
  • Buying convenience plays a major role in Ice Cream sales
  • Take home Ice Cream packs and multi packs in cone and cups category are increasingly with the growing preference for eating at home

Consumer Overview

  • Older population driving the consumption of Ice Cream and younger generation can be tested with innovative products
  • Majority of Russian Ice Cream consumers have heavy consumption habit
  • Russian's continue to indulgence themselves with inexpensive Ice Cream luxury
  • Companies are targeting Indulgence and innovating to provide better value for money Ice cream to drive sales in the Russian market
  • Personal Space and Time, followed by Fun and Enjoyment trend are impacting Ice Cream market in Russia

Sector Analysis

  • Ice Cream increasingly considered as every day consumption product, driving Take-Home Ice Cream higher growth rate
  • Take-Home Ice Cream consumption increasing faster compared to Impulse Ice Cream
  • Fluctuating exchange rates have added complexity to the Russian Ice Cream market
  • Rising disposable income supported by increasing marketing activity stimulated demand in Ice Cream Market

Brands and Private Labels

  • Private Label brands penetration at nascent stage in Russia
  • Private Label growing faster in Take-Home Ice Cream Category
  • Key brands by category

Packaging Insight

  • Impulse Ice Cream high volume share driving Packaging Material Demand in Russia
  • Rigid Plastic usage growing faster than Flexible and Paper and Board packaging due to increasing Take-Home Ice Cream Consumption

Future Outlook- four key trends in the Russia's Ice Cream sector

  • Competition from Dairy alternatives
  • Seasonality vs Regular Consumption
  • Premiumization of Ice Cream
  • Take-Home and HORECA Ice Cream consumption will grow

Data Appendix and Summary Methodology

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