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市場調査レポート

消費者動向分析: ロシアの調理済み食品市場における消費者動向と消費行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Prepared Meals Market

発行 Canadean 商品コード 309775
出版日 ページ情報 英文 56 Pages
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消費者動向分析: ロシアの調理済み食品市場における消費者動向と消費行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Prepared Meals Market
出版日: 2014年07月31日 ページ情報: 英文 56 Pages
概要

当レポートは、ロシアの調理済み食品市場を精査しており、各種市場データ、人口構成層毎の当カテゴリー内商品の消費パターン、また消費行動を促す主な消費動向について詳細に分析を行っています。さらに、消費者ニーズに対して適切に狙いを定めた革新的な新製品開発に焦点を当てて分析し、また常に変化を続けている消費者状況の中から利益を生み出して行くための戦略的提言を行っています。

第1章 定義

  • カテゴリー分類および人口構成層の定義
  • 調査手法
  • 食品選定を促す9つのメガトレンド: 20個の細目動向に分類可能

第2章 市場状況

  • ライフスタイルが変化し簡便さが求められるようになったことが、ロシアの調理済み食品市場の成長を促進
  • ロシアの調理済み食品市場は現在1438億ロシア・ルーブルの規模を有し、また今後5年間に高い成長を遂げる見込み
  • ロシアで売られている調理済み食品全体の内でレディーミールが最大のシェアを占める
  • ロシアでは11億回の調理済み食品利用機会を数え、その中では女性や高齢の消費者の消費量が多い
  • ロシアの調理済み食品市場は世界の主要国の中で売上額にて第5位の大きさを持つ
  • ロシアの調理済み食品市場は販売量ベースで欧州諸国の中で最も高い成長率を示す見込み

第3章 人口構成層毎の消費パターン

  • ロシア人女性は男性よりもごくわずかに調理済み食品の消費量が多い
  • 労働者階級の人口層がロシアの調理済み食品市場で最も消費量の多い階層となっている
  • ロシア人女性は調理済み食品のヘビーユーザーに分類できる
  • ロシアの労働者階級の人口層の調理済み食品消費は「ヘビーユーザー」パターンを示す

第4章 消費者動向分析

  • 自分の自由な空間と時間とを求める心が、ロシアにおいて調理済み食品が選ばれる主な動機となっている
  • 調理済み食品消費に影響を及ぼすロシアのさまざまな消費者動向は一つ一つの動向の影響度で世界的な動向と比較可能
  • ライフスタイルの変化に関わるメガトレンド: さまざまな年齢層で変化を遂げているニーズが調理済み食品の消費を促進している
  • ネット接続に関わるメガトレンド: 技術の取り込み度合いは、消費者と調理済み食品との結びつき具合に対してほとんど影響を持たない
  • 便利さに関わるメガトレンド: ロシアの消費者の生活の忙しさが調理済み食品の選択を促す主な動機のひとつ
  • 道徳に関わるメガトレンド: 道徳的観点はロシアの調理済み食品消費に対してほとんど影響していない
  • 体験と楽しみに関わるメガトレンド: 調理済み食品まかせにしてしまいたいロシアの消費者の欲求が消費量を押し上げている
  • 健康に関わるメガトレンド: 健康に対する関心はロシアの調理済み食品市場では二次的な影響しか持たない
  • 個人に関わるメガトレンド: 自分の場所、自分の時間を求める消費者の欲求がロシアにおける調理済み食品の消費を拡大させている
  • 信頼度に関するメガトレンド: ロシアの消費者は調理済み食品の安全性についてさほど気にかけていない
  • 価値に関するメガトレンド: 調理済み食品を選ぶとき、ロシアの消費者は同じ金額でもより値打ちの高いものを求める

第5章 技術革新の例

  • 調理済み食品メーカーはロシアの消費者の高まるニーズに狙いを定めて全てのカテゴリーにわたって技術革新を進めている
  • 製法やパッケージングについての世界の技術革新はロシアの食品メーカーにもインスピレーションの源となり得る

第6章 提言

  • 食品メーカーは、味が良く手軽で値打ち感のあるスナック食品でロシアの消費者にターゲットをあわせるべき
  • 食品メーカーは食品の組み合わせをもっと工夫し、単なる空腹を満たす便利さよりも高度なものに狙いを定めるべき

第7章 付録

目次
Product Code: FD0052IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the Russian Prepared Meals 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

  • Consumers aged 55 and over are the main consumer group for Prepared Meals in Russia
  • Russia's Prepared Meals market is among the fastest-growing by value and volume
  • Consumption of Prepared Meals in Russia is largely driven by the desire for convenient products at affordable prices
  • The desire for better value for money will result in greater private label penetration
  • Consumers' desire for novel flavors will be reflected in their choice of Prepared Meals

Understanding Consumer Trends and Drivers of Behavior in the Russian Prepared Meals 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 Prepared Meals, 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 Prepared Meals 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 the needs of consumers 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 Russia's Prepared Meals' 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 Prepared Meals 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 and these can be broken down into 20 sub-trends

Market context

  • Changing Lifestyle and the search for convenience are driving demand for Prepared Meals Russia
  • The Russian Prepared Meals market currently values RUB143.8 billion and will witness high growth in the next five years
  • Ready Meals accounts for the highest share of volume consumption in the Russian Prepared Meals market
  • There were 1.1 billion Prepared Meals occasions in Russia with consumption higher among women and Older Consumers
  • The Prepared Meals market in Russia is the fifth highest across major countries, in value terms
  • The Russian Prepared Meals market is forecast to register the highest growth among European nations, in volume terms

Demographic cohort consumption patterns

  • Russian females are marginally over-consuming Prepared Meals compared to their male counterparts
  • The working class population are primarily over-consuming in the Russian Prepared Meals market
  • Russian women are 'heavy frequency' consumers of Prepared Meals
  • Russia's working population follow 'heavy frequency' consumption of Prepared Meals

Consumer trend analysis

  • The desire to seek Personal Space and Time is the leading motivation for choosing Prepared Meals in Russia
  • Consumer trends influencing Prepared Meals' consumption can be compared globally to highlight the degree of influence of each trend
  • The Changing Lifestyle mega-trend: The evolving needs of different age groups is driving Prepared Meals' consumption in Russia
  • The Connectivity mega-trend: Technology Uptake has a minimal influence in creating a 'connect' between consumers and the product
  • The Convenience mega-trend: The Busy Lives of Russian consumers is among the primary motivators for choosing Prepared Meals
  • The Ethics mega-trend: Ethical concerns have a minimal impact on the consumption of Prepared Meals in Russia
  • The Experience and Enjoyment mega-trend: Russian consumers' desire to indulge in Prepared Meals is driving consumption volumes
  • The Health and Wellness mega-trend: Health concerns will remain secondary in Russia's Prepared Meals market
  • The Individuality mega-trend: Consumers' desire to seek Personal Space and Time fuels consumption of Prepared Meals in Russia
  • The Trust mega-trend: Russian consumers are not overly concerned about the safety of the Prepared Meals they purchase
  • The Value mega-trend: When choosing Prepared Meals, Russian consumers desire value for money products

Innovation examples

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

Recommended actions

  • Manufacturers should target Russian consumers with value offerings and tasty, convenient snack products
  • Manufacturers should explore food pairings and target more than just convenient hunger-fixes

Appendix

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