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消費者動向分析:ロシアのセイボリースナック市場における消費者動向・行動促進因子の理解

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Savory Snacks Market

発行 Canadean 商品コード 301024
出版日 ページ情報 英文 56 Pages
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消費者動向分析:ロシアのセイボリースナック市場における消費者動向・行動促進因子の理解 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Savory Snacks Market
出版日: 2014年04月30日 ページ情報: 英文 56 Pages
概要

当レポートでは、ロシアのセイボリースナック市場の現状と動向について分析し、市場の概要、市場データの分析、カテゴリーにおける人口統計の消費パターン、消費を促進する主な消費者動向などを提供しており、革新的な新製品開発動向や戦略的提言などをまとめ、概略以下の構成でお届けします。

定義

市場背景

  • ロシアのセイボリースナック市場は社交の場・自分の時間用に、楽しく、甘い、低価格の製品を望む要望によって促進
  • ロシアのセイボリースナック市場は1387億ロシアルーブルの価値があり、今後5年間にわたって高い売上成長が期待される
  • 加工スナックのカテゴリーはロシアのセイボリースナック市場で販売される総量のうち最も高いシェアを占める
  • 2012年のロシアにおけるセイボリースナックの機会は112億であり、女性・高齢消費者の間で消費が高い
  • ロシアのセイボリースナック市場はBRIC諸国の中で金額・数量において中国に次いで2位

人口統計コホート消費パターン

  • ロシアの女性は男性よりも多くセイボリースナックを消費
  • ロシアのセイボリースナック市場において高齢の消費者は消費が少なく、健康的なスナックの浸透に機会を提供している
  • ロシアにおける女性のセイボリースナック消費者は男性よりも消費頻度が高い
  • ロシアにおいて子供・ベビーはセイボリースナックの「高頻度」消費者に分類できる

消費者動向分析

  • 気ままさ・お金にとってのより良い価値を求める願望はロシアにおけるセイボリースナック選択の重要な動機
  • セイボリースナックに影響を及ぼす消費者動向の世界的な比較、各動向の影響レベル
  • 変化するライフスタイル
  • 接続性
  • 利便性
  • 民族
  • エクスペリエンス・楽しみ
  • 健康・ウェルネス
  • 個性
  • 信頼
  • 信頼価値、ほか

革新の実例

  • セイボリースナックのメーカーはロシアの消費者の拡大するニーズを狙ってカテゴリー全体を革新
  • 処方に関する世界的な革新はロシアのメーカーにとってインスピレーションの源となり得る

推奨行動

  • 甘さ、健康および新しい食品の組み合わせによって、メーカーは1人あたりの消費を増やすべき、
  • メーカーは断片化している市場を狙って製品を開発する必要がある

付録

目次
Product Code: FD0018IS

Understanding Consumer Trends and Drivers of Behavior in the Russian Savory Snacks Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Russia's Savory Snacks market is one of the fastest-growing Savory Snacks markets worldwide
  • Older Consumers as a demographic have the highest number of Savory Snacks occasions per year
  • Consumption of Savory Snacks among Russian consumers was driven by pursuit of pleasure and Indulgence
  • Convenient for on-the-go consumption, Savory Snacks that accompany consumers' breaks during busy days will continue driving growth

Understanding Consumer Trends and Drivers of Behavior in the Russian Savory Snacks Market identifies the key demographic groups driving consumption, 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. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the Russian market. The figures showcase the number of times consumers of specific ages and gender consume Savory Snacks, 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 to give a global context.
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Savory Snacks consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Insight into the implications behind the data, and analysis of how consumer needs 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 Savory Snacks 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 Savory Snacks sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • The Russian Savory Snacks market is driven by a desire for fun, indulgent, affordable products for social occasions and me-time
  • The Russian Savory Snacks market has a value of RUB 138.7 billion with high sales growth expected over the next five years
  • The Processed Snacks category accounts for the highest share of all volume sold in the Russian Savory Snacks market
  • There were11.2 billion Savory Snacks occasions in Russia in 2012, with consumption higher among women and Older Consumers
  • The Russian Savory Snacks market is second to China in terms of value and volume among the BRIC countries

Demographic cohort consumption patterns

  • Russian women consume more Savory Snacks than their male counterparts
  • Older consumers are primarily under-consuming in the Russian Savory Snacks market, providing opportunities for healthy snacks penetration
  • Female Savory Snacks consumers in Russia have a heavier consumption frequency than men
  • Kids and Babies can be classified as 'heavy frequency' consumers of Savory Snacks in Russia

Consumer trend analysis

  • Indulgence and a desire to seek Better Value for Money are the key motivations for choosing Savory Snacks in Russia
  • Consumer trends influencing Savory Snacks can be compared globally, to provide greater context on the degree of influence each trend has
  • The Changing Lifestyle mega-trend: The evolving needs of different age groups drive Savory Snack consumption in Russia
  • The Connectivity mega-trend: Technology Uptake has marginal influence in creating a 'connection' between consumers and the products they choose
  • The Convenience mega-trend: Hectic lifestyles drives Russian consumers to opt for snacks suitable for on-the-go consumption
  • The Ethics mega-trend: Environmental and Ethical concerns have little influence on Savory Snacks consumption in Russia
  • The Experience and Enjoyment mega-trend: A desire for Indulgence is the leading driver of Russia's Savory Snacks market
  • The Health and Wellness mega-trend: Health concerns have minimal impact on Savory Snack consumption in Russia
  • The Individuality mega-trend: Russian consumers look to Savory Snacks to provide moments of escapism, relaxation, and me-time
  • The Trust mega-trend: Product safety is not a primary motivator of Russian Savory Snacks consumption choice
  • The Value mega-trend: Consumers seek better value for money in their everyday snack products

Innovation examples

  • Manufacturers of Savory Snacks are innovating across categories to target growing needs of the Russian consumers
  • Global innovations on formulation can be a source of inspiration for Russian manufacturers

Recommended actions

  • Manufacturers should increase per capita consumption through offering indulgence, health, and novel food pairings
  • Manufacturers need to develop products targeting a fragmenting market

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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