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市場調查報告書

消費者趨勢分析:理解俄羅斯的鹹味零食市場上消費者趨勢·行動促進要素

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

出版商 Canadean 商品編碼 301024
出版日期 內容資訊 英文 56 Pages
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消費者趨勢分析:理解俄羅斯的鹹味零食市場上消費者趨勢·行動促進要素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Savory Snacks Market
出版日期: 2014年04月30日 內容資訊: 英文 56 Pages
簡介

本報告提供俄羅斯的鹹味零食市場現狀與趨勢相關分析,提供市場概要,市場資料分析,類別方面的人口統計消費模式,促進消費的主要消費者趨勢等等,彙整創新的新產品開發趨勢和策略性建議等資料,為您概述為以下內容。

定義

市場背景

  • 俄羅斯的鹹味零食市場受到消費者在滿足社交場所,自己的時間時享用開心甜美低價格的產品的需求所推動
  • 俄羅斯的鹹味零食市場價值為1387億俄羅斯盧布,今後5年可望有高銷售額
  • 加工零食類別在俄羅斯鹹味零食市場售總量中佔最高市佔率
  • 2012年的俄羅斯鹹味零食機會是112億,女性·高齡消費者之間消費量高
  • 以金額·數量來看,俄羅斯的鹹味零食市場在金磚四國中僅次於中國位居第二

人口世代消費模式

  • 俄羅斯的女性比男性更大量消費鹹味零食
  • 俄羅斯的鹹味零食市場中高齡消費者消費不多,提供了健康性零食加入的機會
  • 俄羅斯的女性鹹味零食消費者比男性消費頻率高
  • 俄羅斯中兒童·嬰兒可分類為「高頻率」消費者

消費者趨勢分析

  • 心情、金錢上追求更高價值的願望是俄羅斯選擇鹹味零食的重要動機
  • 影響鹹味零食的消費者趨勢之全球性比較,各趨勢的影響層級
  • 生活方式的改變
  • 連接性
  • 便利性
  • 民族
  • 體驗·享受
  • 健康和保健
  • 個性
  • 信賴
  • 信賴價值、其他

創新的實例

  • 鹹味零食的廠商以消費者擴大中的需求為目標,追求所有類別的創新
  • 配方上的全球性創新讓俄羅斯廠商得到靈感

推薦行動

  • 廠商應藉由與甜美、健康及新食品的組合,增加每人消費量
  • 廠商需要鎖定分段化市場開發產品

附錄

目錄
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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