The Russian Ice Cream Market: What Consumers Eat and Why?

LONDON, Jan. 27, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Russian Ice Cream Market: What Consumers Eat and Why?


Product Synopsis

This report provides the results for the Ice Cream market in Russia from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized retail market. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Ice Cream market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Ice Cream market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Artisanal Ice Cream, Impulse Ice Cream, and Take-home Ice Cream are not considered essential items and therefore consumption patterns have been comparatively affected. Demographic changes are expected to have a limited impact on the Ice Cream market, as consumers in every age group record similar consumption patterns.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Impulse Ice Cream, and Take-home Ice Cream.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

While overall consumption of Impulse Ice Cream remains similar across all age groups, consumption frequency decreases as consumers get older, apart from a rise in Heavy frequency consumption among Older Consumers. Suppliers need to develop strategies to increase the consumption frequency of Pre-Mid-Lifers and Mid-Lifers.

There are very few Heavy frequency consumers of Take-home Ice Cream, with most consumption of a Light frequency. Suppliers need to address this in order to increase the volume and value size of the market.

The Moderate Income wealth group accounts for 43% of the market by value. However, segmentation of the Ice Cream market by wealth group shows that no single group consumes Ice Cream disproportionately to their share of the country's population. As such, companies should introduce differentiated products targeting various income groups so that every income group is effectively targeted.

Key Highlights

Private label penetration is low in the Ice Cream market in Russia, reaching 7% of the volume of products distributed in both Take-home Ice Cream and Impulse Ice Cream. One driver of this is the fragmented nature of the Russian retail environment, with private labels typically more successful in mature, concentrated retail markets.

Impulse Ice Cream is the largest category by value in the Russian Ice Cream market, over twice the size of Take-home Ice Cream. Impulse Ice Cream is the second-largest category by value, but the largest by volume. As such, suppliers in this category need to introduce more premium products in order to increase the value of the market.

A significant "attitude-behavior" gap exists between the share of consumers citing that the Better Value for Money trend affects their consumption and the actual share of the market value this trend influences. This is because consumers don't always act on trends – the result is that overall trend influence is limited, but has the potential to grow.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Ice Cream Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Impulse Ice Cream
3.2.2 Take-home Ice Cream
3.3 Behavioral Trends and Market Value
3.3.1 Impulse Ice Cream
3.3.2 Take-home Ice Cream
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Impulse Ice Cream
4.1.2 Take-home Ice Cream
4.2 Consumer Profiles by Product Category
4.2.1 Impulse Ice Cream
4.2.2 Take-home Ice Cream
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Ice Cream Brand Choice and Private Label Consumer Penetration
5.2.1 Impulse Ice Cream
5.2.2 Take-home Ice Cream
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Ice Cream
6.1.2 Impulse Ice Cream
6.1.3 Take-home Ice Cream
7 Consumption Impact: Market Valuation
7.1 Ice Cream Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Ice Cream Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Ice Cream Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized retail
8.1 Retailer Volume Share of Organized retail
8.1.1 Retailer Volume Share in Ice Cream of Organized retail
8.2 Retailer Volume Share of Organized retail by Category
8.2.1 Retail Share by Volume of Organized retail - Impulse Ice Cream
8.2.2 Retail Share by Volume of Organized retail - Take-home Ice Cream
8.3 Profiles of End-Consumers of Ice Cream, by Retailer Used
8.3.1 Auchan
8.3.2 Dixi
8.3.3 Lenta
8.3.4 Magnit
8.3.5 Metro Group
8.3.6 O'Key
8.3.7 Sedmoi Kontinent
8.3.8 X5 Retail Group
8.3.9 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Ice Cream Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Ice Cream Value Share (%), by Age Groups, 2012
Table 4: Russian Federation Ice Cream Value Share (%), by Gender, 2012
Table 5: Russian Federation Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: Russian Federation Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Table 7: Russian Federation Ice Cream Value Share (%) by Wealth Groups, 2012
Table 8: Russian Federation Ice Cream Value Share (%) by Busy Lives Groups, 2012
Table 9: Russian Federation Impulse Ice Cream Consumer Group Share (% market value), 2012
Table 10: Russian Federation Take-home Ice Cream Consumer Group Share (% market value), 2012
Table 11: Russian Federation Total Impulse Ice Cream Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 12: Russian Federation Total Take-home Ice Cream Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 13: Russian Federation Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 14: Russian Federation Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 15: Russian Federation Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 16: Russian Federation Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 17: Russian Federation Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 18: Russian Federation Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 19: Russian Federation Ice Cream Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 20: Russian Federation Impulse Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 21: Russian Federation Take-home Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 22: Russian Federation, Overall Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 23: Russian Federation, Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 24: Russian Federation, Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 25: Russian Federation Ice Cream Market Value (Russian Ruble), by Category, 2012
Table 26: Russian Federation Ice Cream Market Value (US$), by Category, 2012
Table 27: Russian Federation Ice Cream Market Volume (Kg), by Category, 2012
Table 28: Russian Federation Ice Cream Market Share (US$), by Category, 2012
Table 29: Russian Federation Ice Cream Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 30: Russian Federation Ice Cream Expenditure Per Capita (US$), by Category, 2012
Table 31: Russian Federation Ice Cream Expenditure Per Household (Russian Ruble), by Category
Table 32: Russian Federation Ice Cream Expenditure Per Household (US$), by Category
Table 33: Russian Federation Ice Cream Market Volume Share (Kg), by Category, 2012
Table 34: Russian Federation Ice Cream Consumption Per Capita (Kg/ Population), by Category, 2012
Table 35: Russian Federation Ice Cream Consumption Per Household (Kg/ Households), by Category, 2012
Table 36: Russian Federation Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg) of Organized retail, 2012
Table 37: Russian Federation Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg) of Organized retail, 2012
Table 38: Russian Federation Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg) of Organized retail, 2012
Table 39: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 40: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 41: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 42: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 43: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 44: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 45: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 46: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 47: Russian Federation: Profile of Ice Cream Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Russian Federation Ice Cream Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Ice Cream Value Share (%), by Gender, 2012
Figure 4: Russian Federation Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Ice Cream Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Ice Cream Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Ice Cream Market Share (US$), by Category, 2012
Figure 13: Russian Federation Ice Cream Expenditure Per Capita (US$), by Category, 2012
Figure 14: Russian Federation Ice Cream Expenditure Per Household (US$), by Category
Figure 15: Russian Federation Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg) of Organized retail, 2012
Figure 16: Russian Federation Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg) of Organized retail, 2012
Figure 17: Russian Federation Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg) of Organized retail, 2012

Companies Mentioned

Aachen, Dixie, Lento, Magnet, Metro Group ,Okay ,SemiKontinent


Read the full report:
The Russian Ice Cream Market: What Consumers Eat and Why?
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For more information:
Sarah Smith
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Email: [email protected]
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