Quantitative research of the confectionery market in large Russian cities (consumers’ poles in 12 large Russian cities)

June 2006 | 151 pages | ID: QD505EF4F0FEN
Proriv Company

Abstracts

Methods of Research

Personal standardized interviews with confectionery consumers. The total volume of the sampling is 1400 respondents. The representation of the sampling is guaranteed due to its quoting. The quotas were established by sex, age and income level according to the socio-demographic parameters of universal set.

The region of research:

The European part of Russia, including North-Western, Central, Southern Federal Regions, the Volga regions and the Urals. The audit of the consumers was held in 6 cities with the population of more than 1 mln people (Moscow, St Petersburg, Nijnij Novgorod, Samara, Rostov-on-Don, Ekaterinburg) and 6 cities with the population between 500 thousand to 1 mln people (Krasnodar, Yaroslavl, Saratov, Voronej, Lipetsk, Ulyanovsk).

Abstract

The present research is unique due to its completeness. The report contains 212 diagrams!!! We gave the fullest evaluation:

The capacity and structure of confectionery market in large Russian cities,

The capacity and structure of confectionery market in Moscow,

The capacity and structure of confectionery market segments and dymnamics of their development,

The competitive medium (shares of leading trademarks, dynamics of switching consumers’ preferences from one trademark to another),

Buyers’ and consumers’ behavior of confectionery consumers,

The behavior of active confectionery consumers,

Socio-demographic profile of confectionery consumers of different kinds,

Segmentation of consumers by the major motives of choice.

We have singled out the market segments with the most prospective conditions for creating new all-national brands (based on the analysis of competitive medium and comparative analysis of the rate of growing of the market segments).

The goals of research:

1. To define the capacity of confectionery market.

2. To define the capacity of confectionery market segments (cookies, crackers and ship’s biscuits, waffles and waffle cakes, spice-cakes, fancy cakes and pastry, muffins and babas, Swiss rolls and other items) in natural and monetary value.

3. To define the capacity of the market segment of cookies (by type: sugar, short, dry, oatmeal, multi-layers, with fillings, glazed, assorted).

4. To define the capacity of the spice-cakes market (usual, with fillings, glazed).

5. To define the dynamics of development for:

a. confectionery market;

b. confectionery market segments;

с years 2005 - 2006.

6. To define the share of sold by weight vs. packed products in the cookies segments, including oatmeal, waffles, spice-cakes. To define the dynamics of the given segments by this sign.

7. To define the market share of the main producers through the confectionery market as a whole and by the two segments mentioned in point 2.

8. To forecast of changing the market structure (by the groups of products) for the nearest 2 years (by product groups).

9. To define the socio-demographic structure of the consumers of each group of products. To define the dynamics of switching from one group of confectionery to another.

10. To define confectionery consumer groups with the largest capacity (singled out by the socio-demographic, behavioral, motivating signs).

11. To describe the consumers’ behavior by the following parameters:

a. Preferred places of consumption;

b. Preferred brands/ producers;

c. Preferences regarding tastes, taste fillings, presence and type of glazing, presence and type of fillings;

d. Preferences regarding the type of package;

e. Preferences regarding the size of package;

f. Major and additional motives of the choice of products;

g. The description of consumers’ and buyers’ behavior of the consumers’ groups defined by the major motive of choice;

h. Preferences regarding the retail prices for different types of confectionery.

Groups of products under study:

1. cookies (including sugar, short, dry, oatmeal, multi-layers, with fillings, glazed, assorted);

2. crackers and ship’s biscuits;

3. waffles and waffle cakes;

4. spice-cakes;

5. fancy cakes and pastry;

6. muffins and babas;

7. Swiss rolls;

8. zwiebacks;

9. barankas.

Contents

Introduction

Part 1. Capacity and structure of confectionery market in large Russian cities

1. Confectionery market capacity and development in large Russian cities.

2. Confectionery market capacity in large Russian cities

3. Capacity and structure of the cookies segment in large Russian cities

The structure of packed cookies segment

The structure of the cookies sold by weight segment

4. Capacity and structure of the spice-cakes segment in large Russian cities

5. Capacity and structure of the crackers and ship’s biscuits segment in large Russian cities

6. Capacity and structure of the waffle segment in large Russian cities

7. Capacity of waffle cakes segment in large Russian cities

8. Capacity of fancy cakes and pastry segment in large Russian cities

9. Capacity of muffins and babas segment in large Russian cities

10. Capacity of Swiss rolls segment in large Russian cities

11. Capacity and structure of zwiebacks segment in large Russian cities

12. Capacity and structure of barankas segment in large Russian cities

13. The dynamics of switching consumers’ preferences between the confectionery market segments in large Russian cities

14. The dynamics of switching consumers’ preferences between the segments of packed confectionery vs. sold by weight

15. The forecast of developing of confectionery market for the nearest two years.

Part 2. Competitive medium on the confectionery market in large Russian cities

1. Sugar cookies segment

2. Short cookies segment

3. Oatmeal cookies segment

4. Multi-layers cookies segment

5. Cookies with fillings segment

6. Glazed cookies segment

7. Spice-cakes without fillings segment

8. Spice-cakes with fillings segment

9. Crackers and ship’s biscuits segment

10. Waffles segment

11. Waffle cakes segment

12. Fancy cakes and cookies’ segment

13. Muffins and babas segment

14. Swiss rolls segment

15. Zwiebacks segment

16. Barankas segment (sooshkas, barankas, bagels)

17. Confectionery market segments with the most favourable competitive medium

Part 3. Buyers’ and consumers’ behavior on the confectionery market in large Russian cities

1. Preferred places of purchases

2. Motives of choice of confectionery

3. Preferences regarding the characteristics of goods

a. sugar cookies

preferences regarding brands

preferences regarding type and volume of package

preferences regarding tastes

preferences regarding prices

b. short cookies

preferences regarding brands

preferences regarding tastes

preferences regarding prices

c. oatmeal cookies

preferences regarding brands

preferences regarding type of package

preferences regarding tastes

preferences regarding prices

d. multi-layers’ cookies

preferences regarding brands

preferences regarding type of package

preferences regarding tastes

preferences regarding prices

e. cookies with fillings

preferences regarding brands

preferences regarding type of package

preferences regarding tastes

preferences regarding prices

f. glazed cookies

preferences regarding brands

preferences regarding the type of package

preferences regarding the type of glazing

preferences regarding prices

g. assorted cookies

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

h. spice-cakes

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

i. crackers and ship’s biscuits

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

j. waffles

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

k. Waffle cakes

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

l. waffle cakes

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

m. muffins and babas

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

n. Swiss rolls

preferences regarding brands

preferences regarding tastes

preferences regarding prices

o. zwiebacks

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

p. Barankas(sooshkas, barankas, bagels)

preferences regarding brands

preferences regarding the type of package

preferences regarding tastes

preferences regarding prices

4. Places of confectionery consuming

Part 4. Active consumers’ behavior on the confectionery market in large Russian cities

1. Socio-demographic profile of the active confectionery consumers in large Russian cities

2. Motivation profile of active confectionery consumers in large Russian cities

3. Distinctive features of buyers’ and consumers’ behavior of active confectionery consumers in large Russian cities

a. preferences regarding the places of confectionery purchasing

b. the structure of consuming of different groups of confectionery by active consumers

c. preferences of active confectionery consumers in large Russian cities regarding confectionery brands

d. preferences of active confectionery consumers in large Russian cities regarding confectionery tastes

д. preferences of active confectionery consumers regarding confectionery prices

Part 5. Socio-demographic consumers’ profile of different sorts of confectionery

1. Sugar cookies’ consumers

2. Short cookies consumers

3. Dry cookies consumers

4. Oatmeal cookies consumers

5. Multi-layers cookies consumers

6. Cookies with fillings consumers

7. Glazed cookies consumers

8. Assorted cookies consumers

9. Consumers of spice-cakes without fillings

10. Consumers of spice-cakes with fillings

11. Glazed spice-cakes consumers

12. Crackers and ship’s biscuits consumers

13. Waffle consumers

14. Waffle cakes consumers

15. Fancy cakes and pastry consumers

16. Muffins and babas consumers

17. Swiss rolls consumers

18. Zwiebacks consumers

19. Barankas (sooshkas, barankas and bagels) consumers

Part 6. Segmentation of confectionery consumers in large Russian cities with regards to the motive of choice

1. “Experimenting” and “original” consumers’ behavior

2. “Suspicious” and “nostalgic” consumers’ behavior

3. “Conservative” consumers’ behavior

4. “Gourmet” consumers’ behavior

5. “Naturalist” consumers’ behavior

6. “Rational” consumers’ behavior

7. “Loving fresh stuff” consumers’ behavior

Part 7. Capacity and structure of confectionery market in Moscow

1. The capacity of confectionery market in Moscow

2. The structure of confectionery market in Moscow

3. Capacity and structure of cookies segment in Moscow

The structure of the packed cookies segment in Moscow

The structure of the segment of cookies sold by weight in Moscow

4. Capacity and structure of spice-cakes segment in Moscow

5. Capacity and structure of crackers and ship’s biscuits segment in Moscow

6. Capacity and structure of waffles segment in Moscow

7. Capacity of waffle cakes segment in Moscow

8. Capacity of fancy cakes and pastry segment in Moscow

9. Capacity of muffins and babas segment in Moscow

10. Capacity of Swiss rolls segment in Moscow

11. Capacity and structure of the zwiebacks segment in Moscow

12. Capacity and structure of the barankas segment in Moscow

Conclusions



The list of tables

Table 1. Distribution of the research sampling through the cities.

Table 2. The structure of sampling by socio-demographic parameters.

Table 3. The structure of sampling by the type of trade outlets.

Table 4. The confectionery market structure and dynamics of its segments’ growth in 2005 - 2006.

Table 5. The rate of growth of packed/ sold by weight products within each of the segments of confectionery in 2005 - 2006.

Table 6. The forecast of rate of growing of packed/ sold by weight products within each segment of confectionery in 2005 - 2006.

Table 7. The rate of growth with the most “rare” competitive medium.

Table 8. The description of the major motives of confectionery consumers’ choice in large Russian cities.

Table 9. The description of the major motives of choosing by the consumers of confectionery.

Table 10. The description of “experimenting” and “original” consumers’ segments.

Table 11. The description of “suspicious” and “nostalgic” consumers’ segments.

Table 12. The description of “conservative” consumers’ segment.

Table 13. The description of “gourmet” consumers’ segment.

Table 14. The description of “naturalist” consumers’ segment.

Table 15. The description of “rationalist” consumers’ segment.

Table 16. The description of “loving fresh stuff” consumers’ segment.

Table 17. The description of “prestige-conscious” consumers’ segment.

Table 18. The description of “calories conscious” consumers’ segment.



The quantity of charts: 213

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