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

出版商 Canadean 商品編碼 299372
出版日期 內容資訊 英文 57 Pages
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消費者趨勢分析:俄羅斯的乳製品市場上消費者趨勢與行動推動因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Dairy Food Market
出版日期: 2014年04月16日 內容資訊: 英文 57 Pages



  • 類別的分類和人口統計定義
  • 摘要手法
  • 9個大趨勢:20個次趨勢


  • 健康,便利性,廣泛的商品選擇,是消費的主要推動因素
  • 俄羅斯的乳製品市場現在為4,834億俄羅斯盧布,今後5年預計成長加速
  • 牛奶類別佔銷售量整體4分之3
  • 老年人消費多
  • 金額·數量和歐洲各國相比也算高成長率
  • 消費量急速成長中


  • 俄羅斯的男性,比女性更大量消費
  • 半數年齡層以上都只有少量消費
  • 男性與女性消費頻率模式相似
  • 消費頻率最高為0歲∼24歲


  • 讓人覺得物超所值,便宜的產品
  • 主要市場消費者趨勢的影響
  • 生活方式的改變:高齡化人口
  • 連接性:懷舊的設計與產地直送商品
  • 便利性:消費者忙碌的生活,促進可外帶商品的消費
  • 倫理:環境·倫理性的想法
  • 快樂的經驗:高品質的商品
  • 健康和保健:健康意識高漲
  • 個人:作為「只屬於自己的時間」的健康性零食
  • 信用:食品安全性常識
  • 價值:金額以上的價值


  • 廠商以消費者忙碌生活和健康需求為目標
  • 廠商重視便利性,經驗,需求
  • 廠商受到消費者需求的刺激


  • 廠商可以具功能性又便利的零食商品為目標
  • 廠商應該傳達健康性的活方式的重要性


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


  • 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


  • An explanation of the sub-trends
  • Detailed methodology

About Canadean

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