The economic condition in the country affects each product produced in the country, it does not matter what this product is, banking services or confectionery. Based on the economic situation, and, thanks to marketing research, in any segment of the market there is a future policy of the enterprise and its market strategy. Accounting for the demand and saturation of the market allows you to change marketing strategies.
To the goals and objectives of the market confectionery You can attribute:
1. Studying the proposals market, options for improving the company's performance, drawing up a demographic picture, accounting for the options for consent and refusal to acquire any product, as well as the development of pricing policies.
2. Studying turnover, policy promotion policies, a decision on the organization and development of your own dealer network (if necessary), as well as building an advertising company and systematization of costs
3. Organization of the image of the enterprise, brand development, corporate identity, as well as the distribution and sort of information on the consumer market and the study of new destinations in the confectionery industry
4. Drawing up a strategy for promoting enterprises, competitiveness and profitability, in addition, the distribution and competent management of resources for each of the selected market segments
The needs and desires of people are endless, but the goods that companies are willing to offer, just the opposite. It is from this that people choose most of the goods, based on their cost and framework of their capabilities. This is the essence of demand, which for the same reason is changing enough and requires a thorough study.
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If you analyze the confectionery market, it can be concluded that the progressive development of the company will depend on whether the company will be able to properly strategically select directions, modernize production and improve positions with the help of an aggressive marketing concept.
It is necessary to take into account the dependence on the import of sugar, and this coefficient is growing and a fee per ton is not small. Experts projected to continue the rise in prices for sugar both in the world and in domestic markets. In general, the total production of sugar sand is reduced. In the market of domestic production there is a sufficiently large number of types of manufacturers of this product and, as you know, our own products are best presented in the regions.
Thus, several criteria can be distinguished to improve and promote confectionery products:
1. Poor consumer awareness of updates
2. Price indicators (most buyers are focused on the price), although the percentage of those who prefer high quality, although does not associate it with a specific brand
3. A small range of goods that should not depend on the growth of income of a certain consumer segment
Objective analytical data will choose the right directions in development and effectively manage both a new and already functioning not one year by the company.
The segment of flour confectionery products in Russia is at the stage of saturation. To increase the demand of the enterprise, the production is updated, give the goods corporate identity, create products of new species. To date, there is a tendency to complicate products, as the flour confectionery products, on the one hand, the goods of almost everyday demand, and at the same time, the product is for pleasure. Increasingly, "specialized" products appear, such as lean products and sweets of various kitchens of the world, who stably occupied their niche in the Russian market.
The most popular view flour products is cookies. On average, Russia consumes approximately 4.5 kilograms of this product per person, that is, in our country there are only 645,750 tons of cookies per year, and almost half of this volume falls on residents of the largest cities.
The share of cookies within the framework of this segment is estimated by a number of experts and researchers in different ways and varies from 30 to 60%. The question is which categories when assessing the market include in the category of flour confectionery products, and what regions are we talking about. If we talk about the largest cities of Russia and the most popular types of flour confectionery products, then the cookie looks like the most attractive segment - it takes 60% of the market volume among such competitive groups, like gingerbread, which occupies 16% of the market volume, cakes and pastries 8% , cupcakes and biscuits 7%, and waffle cakes are only 4% of the market volume. Figure 1 shows the structure of the flour confectionery market in 2013 in physical terms.
Fig.1
As can be seen from Table 6, biscuits of oatmeal and sugar use the greatest demand in the market for flour confectionery products - they account for 18.6 and 18.3% of the total consumption.
Domestic manufacturers dominate the Russian confectionery market. However, the share of foreign products is gradually increasing: in 2012, it was 12.3%.
Table 6.
Distribution of market share by type of cookies,% of average consumption
|
Types of cookies |
Market share in consumption,% |
The market share of packaged consumption products,% |
Market share of wealth consumption products,% |
|
Sugar |
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|
Curd |
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|
Feed with filling |
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|
Other featured |
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|
Dry type "Maria" |
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|
Multi-layered |
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In the structure of imported flour confectionery products, traditionally, the largest stake is occupied by biscuits. This category includes gingerbread Cookie, Biscuit cookies, cookies - sandwiches and chocolate cookies. In the first half of 2013, the share of the import of sweet biscuits was 37.3% of the total supply of flour confectionery in physical terms (Fig. 2).
Fig. 2.
For comparison, the volume of imported procurement of protracted cookies (crackers, galley) amounted to only 4.5%. In second place in terms of supplies, cakes and desserts are located - these sweets own 22.8% of the total import volume. It is worth noting that about 8% of imported cakes and desserts is frozen products. The top three leaders of the waffle (including waffles and waffle cakes) are closed, the share of imports of which is 12.9%. The category "Other" includes cakes, cakes, rolls, cupcakes, buns, donuts, gingerbread cookies, semi-finished products, ready breakfasts, crackers, drying, tartlets and some other types of flour confectionery products.
More than 38% of flour confectionery products arrived on the territory of our country in the first half of 2013, was produced at the enterprises of Ukraine, which is traditionally the largest supplier of this product to Russia (Fig. 3).
Fig. 3.
Germany accounts for 16% of imports in monetary terms, followed by Italy with a share of imports of 15%, then Poland, Netherlands, the Republic of Korea and France - their shares ranged from 7 to 2% of the total import volume. The remaining fraction of 18% is distributed between 43 countries.
From the Russian side, the regional structure of the import of flour confectionery products is represented by 46 regions. The procurement leader is the Vladimir region whose share is 28% in value terms, or 10.9 thousand tons in the amount of $ 44.2 million (Fig. 4).
Fig. four
The leadership of the region is due to the fact that two major importers are located on its territory: Ferrero Russia CJSC, which occupies the first place among Russian importing companies, and Mondelys Rus LLC, which belongs to the third place. The fourth part of the market (9.6 thousand tons of $ 38.4 million) occupies Moscow - the metropolitan region belongs to second place in terms of direct import supplies. The three main regions-importers of flour confectionery products also included a Kursk region with a share of 12% (9.2 thousand tons of $ 18 million) due to the territory of CJSC "Conti-Rus" - the company ranks second among importing companies .
It is worth noting that in the first half of 2013, procurement was performed by 529 organizations. Nevertheless, 51% of the market occupied six companies (Fig. 5).
Fig. five
Russian waffles and waffle cakes used the greatest demand for foreign companies, whose share in the sales structure was 40.3% (Fig. 6).
Fig. 6.
In second place in terms of sales turned out to be sweet biscuits - the share of this type of confectionery it accounted for 32.8%. Rolls and other pastries occupy 22.9%.
Ukraine, which leads to the supply of flour confectionery products to Russia, occupies a leading position and for the procurement of this product - it owns 20% of exports (Fig. 7).
Fig. 7.
In the second and third place there are Azerbaijan and Brazil with shares, respectively, 17 and 16%. The same shares occupy Mongolia and Kyrgyzstan - these countries belong to 8%. Tajikistan and Georgia and Georgia accounted for 6 and 4% of exports respectively.
With a detailed consideration of the export structure of sweet cookies, it can be noted that half of the supply is a cookie covered with chocolate glaze or containing cocoa. In second place in the export structure of sweet cookies - sugar cookies, whose share is 42.4%. The main supplies of this cookie are directed to the countries of the near abroad - Kyrgyzstan, Azerbaijan, Tajikistan and Georgia. The third place in the export structure divide biscuits-sandwiches and biscuits - they account for 3.5 and 3.2%, respectively. The main manufacturer of Sandwich cookies is Conti-Rus, and the biscuits of ORKL BRANDS Russia produced by more than 40%.
In total, in the first half of 2013, 276 Russian enterprises were engaged in the export of flour confectionery products. The leader - Nestle Russia LLC (Samara region) accounted for 25% of exported products.
This company has sold 3.7 thousand tons of Kitkat waffles in the amount of $ 16.3 million for the period under review of the amount of $ 16.3 million. The second place among exporter enterprises occupied Mars LLC (Moscow Region) with a share of 9%. This happened due to the fact that the sales of TWIX cookies amounted to $ 5.8 million. Closes the top three exporters of the leaders of ChiPIT-Petersburg LLC, which owns 6% of deliveries worth $ 3.6 million. Products of this company recognizable under TM 7 -Days. (Fig. 8).
Fig. eight
Summing up, it can be noted that in recent years there has been a tendency to increase the volume of import and export of flour confectionery products, the structure of import and export changes, new players appear. By 2015, from the point of view of the prospects of accession to the WTO, the rate of duty on imported flour confectionery will be reduced from 15 to 10%. It is expected that goods will become more, and prices will decrease. In terms of exports, positive changes are also possible. Russian manufacturers will increase supplies, improve quality and more products to sell abroad.
The segment of cookies can be divided into two groups that are very different both by the price and in their structure - this is a biscuit of commodity and packaged. In essence, these are two different markets. The main difference of these two groups from each other is the difference in prices (weekest cookies are much cheaper) and the lack of a single Russian leader offering its products throughout Russia in the segment of commodity cookies. In each region, local producers occupy the greatest part of the market. In general, in Russia, the sales volumes of milking cookies are larger than packaged, and amount to expert estimates about 60% of the total. The main advantages of non-fascinated cookies: affordable retail price, the possibility of any weight gain when buying, the ability to be visually convinced of the quality and freshness of the product. Such a product does not require special advertising.
With packaged cookie, the situation is somewhat different. The success of small bakeries on local markets is explained by greater flexibility of production opportunities and the ability to satisfy the rapidly changing needs of consumers. In recent years, there has been an increase in the share of packaged cookies and a decrease in the share of the commodity. The reason for this is to increase the role of modern retail, namely supermarkets with self-service.
Packaging for cookies may be the most different - both cardboard and film, and even quite expensive tin. When creating its packaging, which would allow to allocate the product on the market and attract consumer attention to it, manufacturers conduct marketing research and test - Focus polls. On the one hand, Russian consumers, in their own words, attracts bright, stylish, original packaging. On the other - everything is very well remembered by Soviet times, when the stamped cookies have high taste qualities And immediately it was possible to accurately appreciate its freshness and safety.
That is why many manufacturers produce packaged cookies in a transparent film - a bright logo of the company becomes the only focus on such packaging. But such a cookie really should attract attention and be in itself original.
The packaged cookie market is more concentrated compared to wealthy biscuits - the share of ten producers accounts for up to 70% of the total sales, and it is in this category of cookies that there is an increased competition among manufacturers. In the segment of packaged cookies, the importance of trademark is incorrect to the fore, the structure of the price proposal. Traditionally, the biscuit market leads the products of the lower price segment - mainly due to sales in the capacious regional markets. However, analysts suggest that the niches of the middle and lower price segments in the cookie market are approaching their saturation.
A segment of expensive cookies, a segment of "healthy products", enriched with vitamins, low-calorie products, etc. The production of complex types of cookies increases. All this is accompanied by the conclusion on the market of memorable brands and the proposal of product concepts. Such reactions of manufacturers are caused by a change in the culture of confectionery consumption as a whole - consumer demand is gradually rebuilt towards better products, aesthetically decorated and functional.
Pricing factor in packaged cookies is less significant because the packaged cookies compared to the militarily focused on more secured segments of the population, the consumer is ready to pay extra money for the brand.
The distribution of sales between the varieties of cookies depends on the region, from the size of the city and the remoteness of it from the federal center. Usually in large cities in consumers the choice more and prefer something "original". But mostly Russians prefer sweet liver, whose share in total sales is about 50%.
The share of complex cookies in the sales of packed products is still lower, which is largely due to the high price for this product. In general, prices for cookies have a big scatter, which is due to the presence of a large number of different kinds of cookies. The assortment row presented in the stores is very wide.
Today, the market has an increasing amount of packaged and branded products from small local manufacturers. Not least, this is due to the requirements for the products of network shops, and with the fact that in today's abundance of various sweets produce "just" the cookies are already unprofitable. Moreover, for the successful launch of new products, products should be carried out under well-known and / or actively advertised brands.
For example, the "Bezhitsky's Flors" (the city of Bryansk) released the original line of crackers under the TM "Pickyant", which includes such positions as "Picker with Basilica" - a fragrant cracker with a spicy taste of basil and a thin aroma of cheese and "Piquant with taste Pizza, "having a taste of classic pizza.
Today, many manufacturers find a kind of "highlight" on which you can successfully focus the attention of consumers and push them to the necessary associations.
Thus, the company "Sweet Sloboda" (city of Kirov) released in 2008 Cookies "Rustic Glazed" in the colored floau - packaging weighing 285 grams. CAUTY ATTENTION The manufacturer attracted the fact that the cookie was made on rustic milk, which is associated with naturalness, environmental purity and benefit.
The marketing course of Russian companies has popular recently - positioning their products as products for people who observe the post. For example, the confectionery association "Favorite Edge" (Leningrad region, the city of Otradnaya) in 2008 developed lean products to the beginning of the Great Post. The company has released oatmeal and biscuits under the brands of "Stuff" and "Sidelkino".
Another trend is the growth of complex confectionery products - chocolate-covered cookies, or stuffed products, such as cookies with marshmallow, biscuits with marmalade. Buyer like interesting products, so any unusual solutions of manufacturers use consumers with increased demand. Most large manufacturers have such products in their assortment portfolio.
The company "Harris" produces biscuits of Biscuik type Sandwich with various fillings: vanilla, strawberry, cocoa, " boiled condensed milk" The Confectionery Factory "Bolshevik" manufactures both cookies with fillings and a glass-covered.
In the assortment of factories - anniversary cookies, covered with lactic or chocolate icing, fad cookie with various fillings (apricot, orange, cherry, pears, strawberry jam, caramel souffle) and covered with a dark chocolate, as well as the "Prince" cookie in the form of a sandwich with nut, chocolate and dairy fillings.
On the release of complex cookies, the company "Orion" specializes. The most famous biscuit cookies in chocolate glaze with a filling from the cream Mashmello "Choco-Pie" and shortbread In the shape of a fungus with a chocolate hat "Choco Boy".
Experts see the need for a constant expansion of the range by manufacturers. Confectionery is the segment in which the consumer to a lesser extent has persistent preferences and is more prepared to experiment and try everything new.
The following companies can be allocated in the packaged cookie market among the main Russian manufacturers:
Company JSC Bolshevik (Moscow) is the leading manufacturer and distributor of confectionery products. TO trademarks This company includes "Jubilee", "Barney", "Tornado", "Shokobarokko". The Bolshevik company is one of the largest manufacturers of packaged cookies in Russia (its market share is 30 - 40% of 40% of the total sales of packaged cookies). Among the main brands sugar cookies The maximum growth in market share was recorded at the most expensive brand - "Jubilee" with glaze.
The results of the research show that the "Jubilee" brand knows 97% of the population of Russia, 50% of consumers prefer the "anniversary" other brands.
Holding "United Confectioners" - Russia's largest confectionery holding, uniting more than one and a half dozen enterprises food Industry Moscow and many regions from St. Petersburg to Blagoveshchensk. Among the assets of the holding is the most famous and oldest Moscow confectionery factories - "Red October", "Mouth Front" and "Babaevsky confectionery concern", based in the XIX century.
Holding enterprises own the most recognizable and popular confectionary brands of Russia and the CIS, under which almost all types of confectionery products are produced: chocolate and bars, mass consumption and premium candy, various types of cookies and biscuits, marmalade, marshmallow and other sweets. "Mouth Front", "Red October" and "Babaevsky" are included in the "TOP - 40 most expensive brands of Russia" (according to Interbrand Zintzmeyer & Lux AG).
The United States Holding is successfully competing in the Russian market with transnational corporations "Nestle", "Mars" and "Kraft Foods". Products are implemented through a developed distribution network throughout Russia, as well as in the United States, Europe, Israel, CIS countries and a number of Middle East states. Among the constant consumers of the Holding products - FSUE, the Kremlin, the Government of Russia, the Moscow City Hall and the Moscow Patriarchate.
Russian Holding Company "United Bakers" (city Voronezh) is the largest russian manufacturer crackers, cookies and extrusion products, owns 38% of the Russian market of crackers, 7.5% of cookies, 23.5% of the production of extrusion finished products90% of semi-finished products for the confectionery industry.
Companies belong registered trademarks:
"Lyubovatovo" - the leading brand of Russia in the segment of extrusion products, ready to use.
"Amber" - Popular Cookie varieties combined under an umbrella brand of a large manufacturer.
"Surprising" - extrusion breakfasts for children.
Fantacks - extrusion semi-finished products for use in the food industry. Used in the manufacture of senior grade candies, chocolate and ice cream well-known Russian and foreign manufacturers (Cadberry, Nestle, Kraft Fudz, Korkunov and others).
Confectionery Association "Sweet" is one of the largest confectionery producers in Russia. Association is in the top five confectionery leaders and produces all major types of confectionery: chocolate, candy, caramel, cookies, waffles.
"Sweet" is a company with national distribution, the products of which are presented throughout Russia from Khabarovsk to Kaliningrad. Products "Sweet" are also present in the CIS countries. In 2005, the company was acquired by the Norwegian concern "ORKLA". At the moment, "Sweet" is a company with foreign capital (100%).
Confectionery Association is represented in three main categories:
1. Chocolate (candy in boxes, chocolate tiles, bars, weights candy, packed weights candy);
2. Flour confectionery (cookies, waffles, waffle cakes, crackers);
3. Caramel (weight, packaged).
Currently, the products "Sweet" are produced at two production sites: in Yekaterinburg; in Ulyanovsk.
Product quality and consumer interests - absolute priority for the company.
The Lacom Group is a major Russian trade - production holding confectionery. The head office is located in St. Petersburg, production sites are accommodated in St. Petersburg and the Leningrad region. Holding production capacity allows you to produce up to 60,000 tons of confectionery per year. Group of Companies "Lacom" takes 10% of the Russian sugar cookie market. Distribution of products of factories included in the Lacom group covers all federal centers and the largest cities of Russia.
The holding includes the "First Biscuit Factory", "Golden Key (Confectionery Factory", "Ladoga PC", as well as the company with the same name - "LaCom". The range of the group consists of various types of cookies, waffles, marshmallows, marmalade and has more than 500 items.
By the nature of production, sugar cookies are the most common today. The predominance of sugar cookies in the market is due to the peculiarities of its production, since with its manufacture, high-performance conveyor lines are used, while in the production of so-called exhausted biscuits (typical representatives - Kurabye, verbs, etc.) are used small production (up to 1.5 thousand kg in shift). That is why there is a predominance of only several trademarks of sugar cookies producers, the most famous of which is JSC Bolshevik. At the same time, the production of exhausted grades of cookies remains a lot of small and medium businesses. The proportion of dry cookies (typical representatives - crackers) is not very large. A number of experts explains this by some monotony of this type of cookie.
Cookies with filling has not yet gained a worthy place among other varieties. This is due to a slight offer of this type of cookie and, accordingly, weak demand, as well as the fact that the technique that allows it to make it appeared relatively recently, it is quite expensive and is not very common in the industry.
Manufacturers strive to place visual information on the packaging on the additives contained in the cookie, inflicting images of nuts, chocolate, lemon, grapes, etc. This allows the buyer to unmistakably highlight cookies with the desired taste on the counter without subtracting information about the composition. The optimal weight of the cookie packing for individual consumption is 200 g, for family (collective) consumption - 400 - 500. It is precisely to such a weight range that the retail points are striving for self-packaging of the weight cookies.
As a rule, the buyer prefers small cookies, as it is contained in packaging in more, which is relevant for collective consumption. Some manufacturers in the case when it is visually difficult to determine the amount of product, indicate the packaging not only the weight, but also the number of pieces in one package, thereby preventing the cookies from damage as a result of attempting attempts to determine the number of "tackling" by buyers.
Summarizing the analysis of the domestic market of flour confectionery products should be noted that the production of cookies is growing annually, the number of domestic cookies producers is growing. Manufacturers are looking for new niches for this market. Actual is considered a niche of the so-called office cookie. Now this market niche is filled with extremely imported cookies - only it corresponds to the category "Premium class".
Practically free niche of packed cookie in large packaging (250 - 300 grams) - a kind of table cookie for the whole family designed for daily mass consumption.26
Currently, the Russian cookie market continues to develop, but in many ways its development begins to slow down negative trends relating to the growth of the welfare of the population. In the future, the growth of the cookie market will continue, however, it will be characterized by tightening competition, the emergence of new players and new, complicated types of cookies, an increase in the role of quality and appearance of manufactured products.
Relevance
Russian market Confectionery is among the largest markets of the world, yielding only the US market in physical expression. One of the features of this market is a high level of concentration - a significant share of its mass segment is almost constantly monitored by 5-6 leading players, and at positions that require a more detailed study of the nomenclature due to regional peculiarities, as well as on the positions of perishable products, the role of local producers increases.
purpose
Analysis of the Russian confectionery market premium class
Short description
In the first chapter of marketing research of the confectionery market, the class premium is represented by the market overview. The main characteristics of the market are considered, the factors affecting the market are appreciated, the share of imports on the market.
The second head of marketing research is analyzed by imports in the confectionery market for 2015. The volume of imports and dynamics of imports are shown, the import structure is drawn up by producing countries (in kind and value terms) and by manufacturers (in natural and value terms).
The result of the study was the forecast of the market situation for 2017.
Content
Part 1. Communication of the Russian Confectionery Market
1.1. The main characteristics of the market
1.2. Proceedings of factors wagging on the market
1.3.Donal imports on the market
1.4. Dynamics of the volume and capacity of the market (2013 - 2015)
1.5. The design of the market by types of products
Part 2. Analysis of imports in the Confectionery market (2015)
2.1. Web and import dynamics
2.2. Import structure:
2.2.1. According to countries producers (in kind and value)
2.2.2. According to manufacturing companies (in kind and value)
Part 3. Analysis of competitors
3.1. Morning market players
3.2.Doli in the market of the largest competitors
Part 4. Prognosis of the Market Situation for 2017
Diagram example
Excerpt from research
"... The confectionery market of the" premium "segment has a significant potential of import substitution, as 25-27% of the" Premium "products are an imported goods. But it is impossible to predict the rapid and large-scale growth of the volume of Russian premium products. Economic factors negatively affect the market situation - impede updating the material and technical base of production and increase in incomes of the population. Despite all the complexity of the economic situation, the manufacturers of the premium segment of confectionery products are not threatened to reduce the amount of consumption, as the market has a certain immunity ... "
List of diagrams
Diagram 1. Dynamics of the Russian GDP, in% of the previous year
Chart 2. Dynamics of the US dollar rate in relation to the ruble, Jan. 2015 oct. 2016, rub. For 1 US dollar
Diagram 3. Dynamics of real incomes of the population of the Russian Federation, 2010 - II kV. 2016
Chart 4. Dynamics turnover retail, RF, 2007-2015, Forecast 2016
5. DOLE OF IMPORT CONFECTIONERY PRODUCTION in the Russian market, from the mass of goods, 2013
Chart 6.Donal imported confectionery products in the Russian market, from the mass of goods, 2015
Chart 7. Confectionery structure (all kinds) for the Federal Districts of Russia, according to the results of 2015
Chart 8. Structure of the confectionery market by types of products, in physical terms, 2015
Chart 9. The structure of the main types of confectionery products, in physical terms, 2015
Diagram 10. Option and dynamics of imports of all types of confectionery products to Russia, million dollars, January 2014 - July 2016.
Chart 11.Ender and dynamics of imports of all types of confectionery products in Russia, thousand tons, January 2014 G - July 2016.
Diagram 12. Way and dynamics of imported confectionery products from sugar (including white chocolate) to Russia, a million dollars and thousand tons, January 2014 g - July 2016. (code 1704)
Chart 13. Obtain and dynamics of imports of flour confectionery, cake, cookies, etc., in million dollars and thousand tons, January 2014 G - July 2016. (code 1905)
Chart 14. Way and dynamics of imports of chocolate and products from cocoa to Russia, in million dollars and thousand tons, January 2014 - July 2016. (code 1806)
Diagram 15. Structure of imports to Russia Chocolate and other Ready food productscontaining cocoa (Code of TN VED1806), share from the amount of $ 2014
Chart 16. The structure of imports to Russia of chocolate and other finished food products containing cocoa (Code of TN VED1806), mass fraction, 2014
Diagram 17. The structure of imports to Russia of chocolate and other finished food products containing cocoa (code TN VED1806), share from the amount of $ 2015
Chart 18. The structure of imports to Russia of chocolate and other finished food products containing cocoa (Code of TN VED1806), weight share, 2015
Chart 19. The structure of imports to Russia of chocolate and other finished food products containing cocoa (TN VED1806 code), share from the amount of $, I-VII month. 2016
Chart 20.The import structure to Russia of flour confectionery products (TN VED1905 code), share from $ 2015
Chart 21. Structure of imports to Russia of flour confectionery products (Code of TN VED1905), Share of Mass, 2015
Chart 22. The structure of imports to Russia of confectionery products from sugar (including white chocolate), not containing cocoa (code TN VED1704), share from the amount of $ 2015
Chart 23. The structure of imports to Russia of confectionery products from sugar (including white chocolate) not containing cocoa (Code of TN VED1704), mass fraction, 2015
Chart 24. The structure of imports in Russia of all types of confectionery products, share from the amount of $ 2015
Chart 25. The structure of imports to Russia of all types of confectionery products, a mass share, 2015
Chart 26.Doli in the market of the largest manufacturers of the "premium" segment of products
Chart 27. Dynamics of the increase in GDP of the Russian Federation, the forecast until 2030,%
Chart 28. Dynamics Retail Trade Turnover, Forecast until 2020
List of tables
Table 1. Factors affecting the confectionery market in the Russian Federation
Table 2. Industrial production index for subjects Russian Federation (in% of the previous year), 2010-2015
Table 3. The population of Russia, Moscow and the region, 2009 - 2015.
Table 4. Volume and capacity of the Confectionery market of Russia, 2013 - 2015.
Table 5. Volumes of import of confectionery products of two price segments, 2015, t
Table 9. The largest players manufacturers of the "premium" segment of products
The cake market is divided into two large segments - products with a short and long-term storage.
Products with a three-day use of consumption that almost every bakery and confectionery shops, about 70% of housewives are purchased.
The modern market of cakes and pastries is characterized by the appearance of products that can be stored long enough. The overwhelming majority of companies are committed to dynamic development, namely to enter the federal level. In this regard, a wide variety of cakes, rugs and cupcakes, which are not terrible long transportation are made.
Such products are quite unpretentious in storage. Supporters classic cooking Perishable cakes do not perceive competition from such products, they simply do not count it to their market.
To date, the trend of the acquisition of cakes is not only not only for celebrations, but also for everyday consumption, this applies to long-term storage cakes. Every year the range of market expands, and buyers see a variety of new products from small regional and large domestic manufacturers.
According to experts, the culture of sweet consumption among the population is at the stage of formation, respectively and the demand for high-quality confectionery products will tend to increase.
In this regard, the consumption of cakes increases, especially if we compare the crisis 2008-2009, when a tangible decline in sales was observed.
It is important to note that inelastic demand is peculiar to the market, so a minor increase in the cost of products will not affect sales. Therefore, manufacturers are significantly easier to adjust the pricing in the event of price increases for ingredients and components.
Consumer preferences in the market of cakes and other flour confectionery products
The most preferred purchase points of confectionery are shown in the figure.
Everything more companies produce their own action strategy on the market by full failure traditional recipes . The release of unique products fully justifies itself, since all the original is in demand. However, there was a tendency to import such a finished product from the West.
Thus, in the winning position there are trading companies that organize regular supplies from European countries or manufacturers who have experienced experience and technological support of foreign colleagues.
Almost every third consumer acquires cakes and pastries about once a month.
Based on marketing research, our compatriots prefer local producers. Most popular places for the acquisition of flour confectionery are small grocery stores and supermarkets. In the process of choosing products, the overwhelming number of people surveyed is focused on previous purchase experience. After that, attention is drawn to appearanceThe composition and cost of the cake.
If earlier the consumer paid special attention to the qualitative and quantitative composition of the product, then today the shortestyle of the product storage is intended to be intended, which indicates its naturalness. The modern buyer is ready to pay for exceptional quality and the lack of preservatives even by reducing the frequency of use.
Due to a limited storage period (72-125 hours), a segment of classic cakes and cakes is an exclusively local market with the Rules of Competitive Fight.
Constrain the growth rate of the market is a sharp deficit of professional confectioners.
At the same time, the consumption of cakes of a long storage period increases every year. Popular cream cakes are also popular, as well as yoghurt and curd products.
The last variety is characterized by the use of fresh and freshly frozen berries, which contribute to the vitaminization of the cake. Fruit-berry products consumers perceive as a low-calorie confectionery with an obvious benefit for the body.
High-tech business requires significant investment in equipment. Without marketing budget, it will be difficult to organize enough and establish product delivery.
Without a doubt, the cakes will be successful in the case of a number of conditions: due level of quality, excellent flavoring characteristics, interesting design of the box and finishing of the product, recognizable trademark, as well as an acceptable price. Such promising products have every chance of becoming brand.
- Domestic market
- Manufacturers
- CONFECTIONERY
- Assortment of confectionery
The article is analyzed modern condition The confectionery market, presents the volume of confectionery production in Russia, the demand for confectionery products, the dominant trends of recent years.
- City as a social space for consumer services market
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Confectionery is food with a large percentage of sugar, which are characterized by a high degree. food value, great taste And the smell, easily absorbed and are energy-valuable food. The main raw material for the manufacture of confectionery products such as: sugar, honey, fruit, berries, flour (wheat, corn, rice, oatmeal and other products), starch, cocoa, nuts, nutritional supplements, milk, fats, eggs , yeast, gelling substances, food coloring, baking powder, taste and aromatic additives.
Confectionery market in Russia is located in the fourth place in the world (after the UK, Germany and the USA). The confectionery industry develops quite actively. The tough competition framework in this market encourage the creators to expand their range and create new products. C2011 and 2013 in Russia, the rise in demand for confectionery products was seen and in 2013 amounted to 3.5 million tons. The limiting growth of the indicator in comparison with the last year was established in 2010 and scored 14%. In 2009, demand decreased by 9.5%. According to BUSINESSTAT indicators, the demand for confectionery products from 2012 to 2016 will grow and in 2016 will be at the level of 3.8 million tons. The largest part in the structure of demand for confectionery goods is captured by trade in the domestic market. Over the past three years, in Russia there is a rise in the production of confectionery goods. For example, the release of confectionery goods in 2013 increased by 5.7%, which at the end of the year was formed 3288112 tons. The reduction in the production of confectionery goods in January 2015 relative to the indicators of January 2014 decreased by 1.3%, which was 226576 tons. In 2014, the Central Federal District became the leader in the production of confectionery products in physical expression on the total volumed volume (a fraction of about 40.2%). In the period from 2012 to 2015, the average prices of producers for sweet cookies increased by 31% (from 61094 rubles / tons to 80382 rubles / tons). The maximum rise of average manufacturers was observed in 2013 with a growth rate of 10.8%. The average prices of manufacturers for Wafers in January 2015 amounted to 109550 rubles per ton. This ratio of 18.8% (or at 17262 rubles / tons) is higher than in the same month of the previous year. In 2015, the average retail price for soft chocolate glazed candy increased by 13% compared with the level of the past year and amounted to 226 rubles per kg. Figure 1 shows the volume of confectionery production in Russia from 2011 to 2014 (tons).
Picture 1
The main directions over the past few years are the emergence huge number New products and expansion of the range of product range of well-known brands, due to this industry shows growth. According to experts, about 64% of the total number of new production fell to the fraction of the chocolate sector, about 31% hit the segment of sugar deals. In addition, products in minibars and packaging of increased format, which are created according to the "Share with a friend" concept, gained high popularity recently.
The leader of the supply of baking to Russia used to be Ukraine: its share in the import of flour confectionery products in 2013 amounted to 53.9%. 8 times less Russians bought food from Poland, from Germany with an indicator of 5.2%. For Ukraine, the supply of food products to Russia is not the most significant, they occupy 4th place in the export structure, their share is 11.4%, while in 2013 39.2% accounted for mechanical engineering products. According to INTESCO Research Group forecasts, in the medium term, the presence of foreign goods in our market will not change markedly. If an exacerbated situation with Ukraine is preserved, then the share of imports will decrease to 2.5%, but this does not change the conjuncture of the Russian market. With a better outcome, the share of imports will not change (4.5%), and by 2016 will add tenths percent. Due to the rigid competition in the market, manufacturers have to adapt to the wishes of consumers, so many companies expand the range of their products, and each year is produced at 10 - 30 new products. At the same time, manufacturers seek to imagine not only the varieties of already active labels, and unique products, some of them even claim to innovate their recipe, type of products, unusual fillings, cooking technology. Mostly the direction of development of the segment of confectionery products similar to those that are in other market departments food products. Popular to produce new products of existing confectionery products. For example, in the sphere of wafer products, tubes, waffles, soft and "homemade" waffles arose. The main importers of confectionery products to the Russian market are companies "Ferrero", "Ritter" and "AVK". The problem that impede the absolute substitution of the imported confectionery industry in Russia, remains the vulnerability of the confectionery market from the growing import of products from the CIS countries at discounted prices (90% of which is imported from Ukraine without a duty). Figure 2 shows the proportion of imported products in 2013 on the Russian market of flour confectionery products and the structure of the import of flour confectionery products in physical terms in 2013.
Figure 2.
The Bolshevik company is one of the largest manufacturers of packaged cookies in Russia (its market share is 30 - 40% of the total sales of packaged cookies). The trademarks of this company include the "Jubilee", "Mobility", "Barney", "Tornado", "Shokobarokko". One of the promising areas of the confectionery market is the "complication" of products due to the merger of several types of confectionery products: for example, cookies with a layer of marshmallow or marmalade, ice cream cake, Cookies with marshmellos (for example, biscuit Cookie from Marshemello Cream "Choco-Pie" Company "Orion"). Over the past few years, the segment of religious cuisine has been expanded, individual lines and whole production of appropriate products have been launched, the demand for products with labeling Halal and Kosher has increased. Tatarstan LLC "COMPANY" COMPANY "produces christian-lean cookies," Halal "," Kosher Product ", vegetarian cookies. Today, confectionery products made on Islamic requirements can be found on the shelves of many stores and supermarkets (Batyr cakes, "Yasmin" from confectionery Factory "Rada", Cookies "Honey", "Ginger" from the company "Barakat"). Thus, confectionery enterprises are trying to satisfy the needs of all categories of consumers. For buyers, the naturalness of the product has recently important. The company "Sweet Sloboda" focuses on the manufacture of the "rustic glazed" cookie, made from the real rustic milk. On the wrapper of the roll "Tornado" it is written "contains a real jam". Products with a reduced sugar content and artificial impurities are coming to the market (for example, a collection of "Eldorado" confectionery company "Shandhen" or "Halva Light" without sugar from the producer "Sladograd").
Increasingly, manufacturers create confectionery on the basis of plant components with labeling "can be used in the post" (for example, biscuits oatmeal and duple "pieces" and "satthello" from the manufacturer "Favorite Edge"). The fact is that during the post, the demand for confectionery products decreases, therefore, the manufacturer tries to prove in such a way that their products can be used during this period. The Russian confectionery market is rich, especially in traditional segments (cookies, waffles, drying, gingerbread), has the ability to extend the volume of production of domestic products and increase the attractiveness of the confectionery market due to its exportation, which is celebrated in recent years. For example, by 2013, the increase in exports was equal to 40%. Today, Russian pastries are supplied mainly to Kazakhstan (up to 45%) and Belarus (13%). The Russian confectionery market is flourishing due to the smooth increase in the welfare of the population and the average per capita income, because the costs of confectionery products are approximately 10% of the total product budget of poor residents and 16% of the budget of the highly protected groups of the population. And every year buyers are ready to pay more and more for natural, useful and unusual pastry products.
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