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市場調査レポート

消費者動向分析:ロシアの乳製品市場における消費者動向と行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Dairy Food Market

発行 Canadean 商品コード 299372
出版日 ページ情報 英文 57 Pages
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消費者動向分析:ロシアの乳製品市場における消費者動向と行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Dairy Food Market
出版日: 2014年04月16日 ページ情報: 英文 57 Pages
概要

当レポートでは、ロシアの乳製品市場について調査分析し、市場データ、人口統計消費パターン(カテゴリー別)、消費を促進する消費者動向について検証し、消費者ニーズに合った革新的な新製品開発に焦点を当てて、進化する消費者情勢に乗じる戦略的提言を提供し、概略以下の構成でお届けいたします。

定義

  • カテゴリーの分類と人口統計の定義
  • サマリー手法
  • 9つのメガトレンド:20のサブトレンド

市場状況

  • 健康、利便性、幅広い商品の選択肢が、消費の主要促進要因
  • ロシアの乳製品市場は現在4,834億ロシアルーブル、今後5年間は成長が加速
  • 牛乳カテゴリーが販売量全体の4分の3を占める
  • 消費が多いのは高齢者
  • 金額・量ともに欧州諸国と比較しても高成長率
  • 消費量では急成長中

人口統計コホート消費パターン

  • ロシアの男性は、女性より多く消費
  • 年齢層の半数以上は、少ない消費量
  • 男性と女性とでは、消費頻度のパターンが似ている
  • 最も消費頻度が高いのは、0歳〜24歳

消費者動向分析

  • 金額以上の価値があり、安らぎを与える商品
  • 主要市場の消費者動向の影響
  • 変化するライフスタイル:高齢化人口
  • コネクティビティ:レトロなデザインと産直商品
  • 利便性:消費者の多忙な生活が、持ち帰りのできる商品の消費を促進
  • 倫理:環境・倫理的な考え方
  • 楽しい経験:高品質の商品
  • ヘルス・ウェルネス:健康への意識の高まり
  • 個人:「自分だけの時間」に健康的なスナックとして
  • 信用:食品の安全性は常識
  • 価値:金額以上の価値

技術革新の例

  • メーカーは消費者の多忙な生活と健康ニーズをターゲットに
  • メーカーは利便性、経験、ニーズを重視
  • メーカーは消費者のニーズから刺激を受ける

提言

  • メーカーは機能的で便利なスナック商品をターゲットに
  • メーカーは健康的なライフスタイルの重要性を伝えるべき

付録

目次
Product Code: FD0006IS

This report provides an overview of the Russian Dairy Food market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development for effectively targeting the most pertinent consumer need states and offers strategic recommendations to capitalize on the evolving consumer landscape.

Key Findings

  • Russia's Dairy market is among the fastest-growing worldwide
  • Consumers aged 55 and over are the key consumers of Dairy products in Russia
  • Russians select Dairy products based on their value for money, quality, and taste credentials
  • Low osteoporosis awareness provides manufacturers with an opportunity to educate consumers about the disease and explain Dairy's role in averting it.

This report allows readers to identify the key demographic groups driving consumption in the Russian Dairy market, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate.

In particular, this report includes:

  • Key consumer demographic groups driving consumption within the Russian market are identified. The figures showcase the number of Dairy occasions attributed to specific age groups and gender, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • Market value and volumes over 2008-2018 for Russia and nine other countries across the globe
  • The report quantifies the degree of influence that the 20 key consumer trends identified by Canadean have on Dairy consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
  • The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within the Dairy category will evolve in the short-to-medium term future
  • Examples of international and Russia-specific product innovation targeting key consumer needs.

Reasons to buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Russian Dairy consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Dairy sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Indulgence, convenience, and wide product selection are the key drivers of Dairy consumption in Russia
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • Health, convenience, and wide product choices are the key factors driving Dairy consumption in Russia
  • The Russian Dairy market has a value of RUB483.4 billion and is forecast to witness accelerated sales growth over the next five years
  • The Milk category accounts for three-quarters of all volume sold in the Russian Dairy market
  • There were close to 72.3 billion Dairy Food occasions in Russia in 2012, total consumption higher among Older Consumers
  • The Russian Dairy market is growing at a higher rate than major European countries in volume and value sales
  • Russia's Dairy Food market is among the fastest-growing in terms of volume consumption

Demographic cohort consumption patterns

  • Russian men consume more Dairy products compared to women
  • More than a half of age groups under-consume Dairy products, indicating opportunities for increasing Dairy consumption
  • There is a similar consumption frequency pattern among men and women in Russia
  • Consumers aged between 0 and 24 years are heavy frequency consumers of Dairy products in Russia

Consumer trend analysis

  • The desire for Better Value For Money and comforting products influences Dairy consumption in Russia
  • The influence of consumer trends across major markets can be compared to provide a global context
  • The Changing Lifestyle mega-trend: An aging population is looking for healthier Dairy alternatives
  • The Connectivity mega-trend: Retro-design and the farm-to-table story have limited impact on busy consumers
  • The Convenience mega-trend: The Busy Lives of consumers are driving on-the-go consumption of Dairy products in Russia
  • The Ethics mega-trend: Environmental and ethical attributes have little influence on Dairy consumption
  • The Experience and Enjoyment mega-trend: Consumers want to treat themselves with high-quality Dairy products
  • The Health and Wellness mega-trend: Increasing health consciousness will influence Dairy consumption patterns in Russia
  • The Individuality mega-trend: Busy consumers perceive Dairy products as an indulgent healthy snack during "me time"
  • The Trust mega-trend: The majority of consumers take product safety for granted and do not consider it to be a differentiator
  • The Value mega-trend: The search for better Value For Money is the leading motivation in Russia's Dairy market

Innovation examples

  • Manufacturers innovate across Dairy with products targeted at consumers' Busy Lives and Health needs
  • Manufacturers focusing on Convenience, Experience and tailored needs
  • Manufacturers gain inspiration from consumers' needs for convenience, experiences, and personalized needs

Recommended actions

  • Manufacturers should target Russian consumers with value offerings and functional, convenient snack products
  • Manufacturers need to inform consumers about the importance of a healthy lifestyle

Appendix

  • An explanation of the sub-trends
  • Detailed methodology

About Canadean

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