The growth of the chocolate market has been slowing down over the past year. Which is due to its active saturation. In 2010, the domestic market increased by 13.4%, and in 2011 - only by 8% and amounted to 622 thousand tons. According to experts, the Russian chocolate market is potentially more capacious than it is today, however, without appropriate industry support, it is difficult to achieve the maximum level of chocolate consumption in the country.
According to Rosstat, the volume of the Russian consumer market is 22-25% of GDP, equal to 242.5 billion. dollars. The share of confectionery products in the structure of consumer spending in 2011 was 2.33%.
Efact. grew up confectioner. market = consumption market ($ billion) x Expenses on confectionery products in the total structure of expenses (%) = 242.5 x 0.0233 = 5.65 billion dollars. In rubles, the market capacity will be equal to 151.71 billion rubles (at the exchange rate of the Central Bank of the Russian Federation as of October 22 2011 26.8510 rubles/dollars). (3)
Let's calculate the market capacity based on average per capita consumption.
According to Rosstat, the population of Russia in 2011 was 142.8 million people. The average annual consumption of chocolate products per capita is 4 kg.
Efact. confectioner. market = Population x Average per capita consumption = 142.8 x 0.004 = 571.2 thousand tons. (4)
Calculation of capacity based on consumption standards for a given type of product.
Chocolate, within normal limits, is a stimulant of brain activity in the part that is responsible for creative and intellectual activity. The daily norm for chocolate consumption, according to the Ministry of Health, is 25 grams per person. This is approximately 9.125 kg. in year.
Thus, we can say that the market has great growth potential, i.e. The capacity calculated based on recommended consumption rates exceeds the actual capacity by 2.3 times.
According to experts, almost 95% of confectionery products are produced in Russia. The chocolate business is one of the most profitable in the world, so foreign investors are actively investing in this industry. The main producers of chocolate products are located in the North-West region. And residents of these regions consume up to 35% of these products.
Regional ones turn out to be uncompetitive with such national-scale companies as the N.K. Krupskaya Confectionery Factory, Babaevsky, Bolshevik, and Nestlé. And this is due, first of all, to outdated production. The only opportunity for local manufacturers is to unite and direct consolidated financial resources to modernize production and promote products.
Among the regional players occupying significant shares of the entire Russian market are the company "People's Enterprise Confil" (Volgograd), the Krupskaya Confectionery Factory (St. Petersburg) and the AKKond Confectionery Company (Cheboksary).
Leading Russian manufacturers: "Confectionery factory named after N.K. Krupskaya", "Babaevsky", "Rot Front", "Pokrov", "Bolshevik", "Russia", "A. Korkunov", "Udarnitsa".
Leading foreign manufacturers whose products are represented on the Russian market: Nestle, Kraft Foods, SladKo (the main shareholder is the Norwegian Orkla), Mars, Cadbury, Wrigley, Ferrero.
To conduct a competitive analysis, it is necessary to assess the capacity of the confectionery market.
Let's calculate the market capacity in physical terms:
Efact. confectioner. market = Population x Average per capita consumption = 16.9 x 0.004 = 67.6 thousand tons. (6)
Direct competitors of the confectionery factory "Confectionery Factory named after N.K. Krupskaya" are: Odintsovo Confectionery Factory, which produces products under the brand name "A. Korkunov", OJSC "Babaevsky Confectionery Concern", "Russia", "Roshen".
Odintsovo Confectionery Factory LLC produces products under the A. Korkunov brand. The enterprise became the national brand of Russia this year. Since 1997 Until 1999, construction and equipment of a modern complex for the production of chocolate products was underway, ready to produce up to 8 thousand tons of high-quality chocolate per year. According to the world's leading experts, the quality of construction, technical and technological equipment of the factory fully complies with international standards. In September 1999 The factory produced its first chocolate products under the A. Korkunov brand.
Now the Korkunov factory employs about 900 people, the total area of the plant is 120 thousand square meters. m. In addition to general production, the confectionery factory has an exclusive workshop for the production of expensive sweets. The retail price of such sweets is 80 USD. That is, per kilogram, they are stored for about two weeks. The workshop produces from 150 to 300 kilograms of such sweets monthly; manual labor is used in production.
The Babaevsky confectionery concern, the oldest confectionery production in Russia, celebrated its 200th anniversary in 2004. The history of the company began with a small confectionery workshop founded in 1804. It received the status of a factory under Alexei Ivanovich Abrikosov, a merchant of the first guild. Since 1880, the factory became known in Russia and abroad as the “Partnership of A.I. Abrikosov and Sons.” Nowadays, Babaevka’s products are in demand and appreciated all over the world. This is confirmed by numerous awards and prizes for high quality, awarded at Russian and international exhibitions. Candies "Squirrel", "Little Red Riding Hood", "Bear in the North", chocolate "Inspiration" are familiar to many Russians from childhood. And natural bitter “Babaevsky” chocolate is ordered by the hierarchs of the Russian Orthodox Church during fasting.
"Russia". The Rossiya chocolate factory produced its first products 28 years ago. The enterprise was built in the shortest possible time and equipped with the most modern equipment at that time. In terms of its power, “Russia” ranked 4th in Europe. During its slightly more than quarter-century history, the Samara chocolate factory "Russia" has known both ups and downs. The flagship of the food industry in Soviet times, the enterprise was on the verge of death at the beginning of market reforms, but survived and began to gradually increase its momentum.
The Samara factory "Russia" produces only chocolate and chocolate candies. The company operates stably and profitably. It produces tons of sweet products per day. Sales are stable. At the Samara chocolate factory "Russia" there is constant preparation for annual advertising campaigns
Cooperation between Russia and Nestle has been going on for two years now. The relationship is for mutual benefit. For example, new equipment began to cost the chocolate factory much less after they began collaborating with the Swiss. Nestle has a long-standing partnership with the German-Swiss company Buhler, one of the world's most famous manufacturers of equipment for the confectionery industry. Now it is with the help of this company that the production park of the Samara chocolate factory "Russia" is being modernized.
Confectionery Corporation ROSHEN is the largest Ukrainian manufacturer of confectionery products. It is produced at the enterprise's factories - Kyiv, Vinnitsa, Mariupol and Kremenchug. An assortment of more than 200 types of sweets, chocolate, caramel, cookies, waffles, marmalade and cakes with a total production volume of up to 200 thousand tons per year. All confectionery products of the ROSHEN corporation factory are produced on the basis of natural high-quality products and are constantly being improved.
Modern technologies are introduced into the entire recipe. Sweets such as “Kievsky” cake, “Chaika” chocolate, “Evening Kiev”, “Belochka”, “Leshchina” candies and others are known and loved in many countries around the world. Roshen products can be found in Russia, Kazakhstan, Moldova, Estonia, and Latvia.
The table presents a quantitative assessment of competitors (Table 2).
Manufacturers' market shares
The concentration index shows the product market share of a few largest firms. Let's calculate the indices based on the table data:
Based on the data obtained, it can be argued that the market is moderately concentrated, because Ik3 and Ik4 range from 45 to 70 percent - the entry of new players into the market is not closed.
The Hershfindahl-Hirschman index, which is an indicator of the intensity of the competitive environment, is calculated as the sum of the squares of the market shares of all market participants in its total volume (the shares of small producers are discarded, which will not have a significant impact on the value of the coefficient):
Consequently, we can say that the market is represented by several large manufacturers, but does not exclude the possibility of penetration of other companies - large players. The competitive situation is close to perfect competition.
Relevance
The Russian confectionery market is one of the largest markets in the world, second only to the US market in volume terms. One of the features of this market is the high level of concentration - a significant share of its mass segment is almost constantly controlled by 5-6 leading players, and for positions that require a more detailed elaboration of the nomenclature due to regional characteristics, as well as for positions of perishable products, the role of local manufacturers is increasing.
Target
Analysis of the Russian premium confectionery market
Short description
The first chapter of marketing research on the premium confectionery market provides an overview of the market. The main characteristics of the market are considered, the factors influencing the market are assessed, and the share of imports in the market is given.
The second chapter of the marketing research analyzes imports on the confectionery market for 2015. The volume and dynamics of imports are shown, the structure of imports is compiled by producing countries (in physical and value terms) and by manufacturing companies (in physical and value terms).
The result of the study was a forecast of the market situation for 2017.
Content
Part 1. OVERVIEW OF THE RUSSIAN CONFECTIONERY MARKET
1.1.Main characteristics of the market
1.2.Assessment of factors influencing the market
1.3.Share of imports on the market
1.4.Dynamics of market volume and capacity (2013 - 2015)
1.5.Market structure by product type
Part 2. ANALYSIS OF IMPORT ON THE CONFECTIONERY MARKET (2015)
2.1.Volume and dynamics of imports
2.2.Import structure:
2.2.1.by producing countries (in physical and value terms)
2.2.2.by manufacturing companies (in physical and value terms)
Part 3. ANALYSIS OF COMPETITORS
3.1.Largest players in the market
3.2.Market shares of the largest competitors
Part 4. MARKET SITUATION FORECAST FOR 2017
Example chart
Excerpt from the study
“...the premium segment confectionery market has significant potential for import substitution, since 25-27% of premium products are imported goods. But it is impossible to predict rapid and large-scale growth in the volume of Russian premium products. Economic factors negatively affect the market situation - they impede the renewal of the material and technical base of production and the growth of incomes of the population. Despite all the difficulties of the economic situation, producers of the premium segment of confectionery products are not threatened with a decrease in consumption, since the market has a certain immunity..."
List of charts
Diagram 1. Dynamics of GDP of the Russian Federation, as a percentage of the previous year
Diagram 2. Dynamics of the US dollar exchange rate against 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 quarter. 2016
Diagram 4. Dynamics of retail trade turnover, Russian Federation, 2007-2015, forecast 2016
Diagram 5. Share of imported confectionery products on the Russian market, by weight of goods, 2013
Diagram 6. Share of imported confectionery products on the Russian market, by weight of goods, 2015
Diagram 7. Structure of confectionery production (all types) by Federal Districts of Russia, based on the results of 2015.
Diagram 8. Structure of the confectionery market by type of product, in physical terms, 2015
Diagram 9. Structure of the main types of confectionery products, in physical terms, 2015
Diagram 10. Volume and dynamics of imports of all types of confectionery products to Russia, million dollars, January 2014 - July 2016.
Diagram 11. Volume and dynamics of imports of all types of confectionery products to Russia, thousand tons, January 2014 - July 2016.
Diagram 12. Volume and dynamics of imports of sugar confectionery products (including white chocolate) to Russia, million dollars and thousand tons, January 2014 - July 2016. (code 1704)
Diagram 13. Volume and dynamics of imports of flour confectionery products, cakes, cookies, etc., in million dollars and thousand tons, January 2014 - July 2016. (code 1905)
Diagram 14. Volume and dynamics of imports of chocolate and cocoa products to Russia, in million dollars and thousand tons, January 2014 - July 2016. (code 1806)
Diagram 15. Structure of imports into Russia of chocolate and other prepared food products containing cocoa (HS code 1806), share of the amount in $, 2014.
Diagram 16. Structure of imports into Russia of chocolate and other prepared food products containing cocoa (HS code 1806), share of weight, 2014.
Diagram 17. Structure of imports into Russia of chocolate and other prepared food products containing cocoa (HS code 1806), share of the amount in $, 2015.
Diagram 18. Structure of imports into Russia of chocolate and other prepared food products containing cocoa (HS code 1806), share of weight, 2015.
Diagram 19. Structure of imports into Russia of chocolate and other prepared food products containing cocoa (HS code 1806), share of the amount in $, I-VII months. 2016
Diagram 20. Structure of imports of flour confectionery products to Russia (HS code 1905), share of the amount in $, 2015
Diagram 21. Structure of imports of flour confectionery products to Russia (HS code 1905), share of weight, 2015.
Diagram 22. Structure of imports into Russia of sugar confectionery products (including white chocolate) that do not contain cocoa (HS code 1704), share of the amount in $, 2015.
Diagram 23. Structure of imports into Russia of sugar confectionery products (including white chocolate) not containing cocoa (HS code 1704), share of weight, 2015.
Diagram 24. Structure of imports to Russia of all types of confectionery products, share of the amount in $, 2015
Diagram 25. Structure of imports to Russia of all types of confectionery products, share by weight, 2015
Diagram 26. Market shares of the largest players-manufacturers of the “premium” segment of products
Diagram 27. Dynamics of GDP growth in the Russian Federation, forecast until 2030, %
Diagram 28. Dynamics of retail trade turnover, forecast until 2020
List of tables
Table 1. Factors influencing the confectionery market in the Russian Federation
Table 2. Industrial production index by constituent entities of the Russian Federation (as a percentage of the previous year), 2010-2015.
Table 3. Population of Russia, Moscow and the region, 2009 - 2015
Table 4. Volume and capacity of the Russian confectionery market, 2013 - 2015
Table 5. Import volumes of confectionery products in two price segments, 2015, tons
Table 9. The largest players-manufacturers of the “premium” segment of products
- DOMESTIC MARKET
- MANUFACTURERS
- CONFECTIONERY
- RANGE OF CONFECTIONERY PRODUCTS
The article analyzes the current state of the confectionery market, presents the production volumes of confectionery products in Russia, the demand for confectionery products, and the dominant trends in recent years.
- The city as a social space of the consumer services market
- Planning, organization of use and protection of land resources
Confectionery products are food products with a high percentage of sugar, which have a high degree of nutritional value, excellent taste and smell, are easily digestible and are energy-rich food products. The main raw materials for the manufacture of confectionery products are products such as: sugar, honey, fruits, berries, flour (from wheat, corn, rice, oatmeal and other products), starch, cocoa, nuts, food additives, milk, fats, eggs , yeast, gelling agents, food coloring, baking powder, flavoring and aromatic additives.
The confectionery market in Russia ranks fourth in the world (after Great Britain, Germany and the USA). The confectionery industry is developing quite actively. The tough competition in this market encourages creators to expand their range and create new products. From 2011 to 2013, an increase in demand for confectionery products was noticed in Russia and in 2013 it amounted to 3.5 million tons. The maximum growth of the indicator compared to last year was set in 2010 and reached 14%. In 2009, demand decreased by 9.5%. According to BusinesStat indicators, the demand for confectionery products will grow in the period from 2012 to 2016 and in 2016 will be at the level of 3.8 million tons. The largest share in the structure of demand for confectionery products is captured by trade on the domestic market. Over the past three years, Russia has seen an increase in the production of confectionery products. For example, the output of confectionery products in 2013 increased by 5.7%, which at the end of the year amounted to 3,288,112 tons. The reduction in the production of confectionery goods in January 2015 compared to January 2014 decreased by 1.3%, amounting to 226,576 tons. In 2014, the Central Federal District became the leader in the production of confectionery products in physical terms of the total volume produced (share of about 40.2%). Between 2012 and 2015, average producer prices for sweet cookies increased by 31% (from 61,094 rubles/ton to 80,382 rubles/ton). The maximum increase in average manufacturer prices was observed in 2013 with a growth rate of 10.8%. Average manufacturer prices for wafers in January 2015 amounted to 109,550 rubles/ton. This ratio is 18.8% (or 17,262 rubles/ton) higher than for the same month of the previous year. In 2015, the average retail price for soft chocolate glazed candies increased by 13% compared to the previous year and amounted to 226 rubles per kg. Figure 1 shows the production volumes of confectionery products in Russia from 2011 to 2014 (tons).
Picture 1
The main trends over the past few years have been the emergence of a huge number of new products and the expansion of the range of products from well-known brands, due to which the industry is growing. According to experts, about 64% of the total new production fell on the chocolate sector, about 31% fell on the sugar treats segment. In addition, products in mini and larger format packaging, which are created according to the “share with a friend” concept, have gained high popularity in recent times.
Ukraine used to be the leader in the supply of baked goods to Russia: its share in the import of flour confectionery products in 2013 was 53.9%. Russians bought food products from Poland 8 times less, from Germany with an indicator of 5.2%. For Ukraine, supplies of food products to Russia are not the most significant; they occupy 4th place in the export structure, their share is 11.4%, while in 2013 39.2% was accounted for by mechanical engineering products. According to Intesco Research Group forecasts, in the medium term the presence of foreign goods in our market will not change noticeably. If the aggravated situation with Ukraine continues, the share of imports will drop to 2.5%, but this will not change the situation on the Russian market. In the best case scenario, the share of imports will not change (4.5%), and by 2016 it will increase by tenths of a percent. Due to fierce competition in the market, manufacturers have to adapt to the desires of consumers, so many companies are expanding their product range and releasing 10 to 30 new products every year. At the same time, manufacturers strive to present not only varieties of existing labels, but also unique products; some of them even claim innovation with their recipe, type of product, unusual fillings, and cooking technology. Basically, the development directions of the confectionery products segment are similar to those in other sections of the food products market. It is popular to produce new products of existing confectionery products. For example, in the field of wafer products, straws, wafer cakes, soft and “homemade” waffles arose. The main importers of confectionery products to the Russian market are Ferrero, Ritter and AVK. The problem preventing the absolute substitution of the imported confectionery industry in Russia remains the vulnerability of the confectionery market to increased imports of products from the CIS countries at reduced prices (90% of which are imported from Ukraine duty-free). Figure 2 shows the share of imported products in 2013 on the Russian market of flour confectionery products and the structure of imports 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 total sales of packaged cookies). Trademarks of this company include “Yubileinoe”, “Prichuda”, “Barney”, “Tornado”, “Shokobarokko”. One of the promising trends in the confectionery market is the “complication” of products by merging several types of confectionery products: for example, cookies with a layer of marshmallow or marmalade, ice cream cake, cookies with marshmallows (for example, sponge cookies made from marshmallow cream “Choco-Pie” Orion company). Over the past few years, the segment of religious cuisine has expanded, separate lines and entire production of corresponding products have been launched, and the demand for products labeled Halal and Kosher has increased. Tatarstan LLC “Yasen Company” produces “Christian Lenten”, “Halal”, “Kosher Product” cookies, and vegetarian cookies. Today, on the shelves of many shops and supermarkets you can also find confectionery products made according to Islamic requirements (cakes “Batyr”, “Yasmin” from the 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 become important. The “Sweet Sloboda” company focuses on the production of “Village Glazed” cookies, made from real village milk. The wrapper of the Tornado roll says “Contains real jam.” Products with a reduced content of sugar and artificial impurities are entering the market (for example, the collection of Eldorado candies from the confectionery company Chandeni or Halva Light without sugar from the manufacturer Sladograd).
Increasingly, manufacturers are creating confectionery products based on plant ingredients labeled “Can be used during Lent” (for example, oatmeal and butter cookies “Stuff” and “Posidelkino” from the manufacturer “Lubimy Krai”). The fact is that during Lent, the demand for confectionery products decreases, therefore, the manufacturer is trying to prove in this way that their products can be used during this period. The Russian confectionery market is saturated, especially in traditional segments (cookies, waffles, dryers, gingerbreads), and has the potential for future expansion of domestic product output and increasing the attractiveness of the confectionery market due to its export-oriented nature, which has been noted in recent years. For example, by 2013, the growth in exports was 40%. Today, Russian baked goods are supplied mainly to Kazakhstan (up to 45%) and Belarus (13%). The market for Russian confectionery products is thriving due to the smooth increase in the well-being of the population and per capita income, because expenses on confectionery products account for approximately 10% of the total food budget of low-income residents and 16% of the budget of high-income segments of the population. And every year, buyers are willing to pay more and more for natural, healthy and unusual confectionery products.
Bibliography
- Blinov L.Yu. Consumer research system as a basis for the formation of a successful product / L. Yu. Blinov, I. S. Orlova // Marketing and marketing research. - 2011. - No. 5 (95) September. - pp. 384-390.
- Kurbanbaeva D.F., Shmatko A.D. Development of infrastructure support for innovation activity // Bulletin of Economic Integration. 2012. No. 3. P. 65-71.
- Shmatko A.D. Using quality management methods to ensure the competitiveness of innovative enterprises // Bulletin of Economic Integration. 2009. T. 1. P. 143.
- Shmatko A.D. Development of infrastructure support for small business in higher education in an innovative economy // dissertation for the degree of Doctor of Economics: 08.00.05 / St. Petersburg State University of Economics and Finance. St. Petersburg, 2012.
Federal state educational budgetary institution
higher professional education
FINANCIAL UNIVERSITY UNDER THE GOVERNMENT
RUSSIAN FEDERATION
"Marketing and Logistics"
Laboratory work
on the topic: "Marketing research of the confectionery market in the Russian Federation"
Moscow 2013
Work plan
Introduction
Conclusion
Applications
Research methodology
Object of study:
CONFECTIONERY MARKET IN THE RF
Purpose of the study:
ASSESSMENT OF THE CONDITION OF THE MARKET AND FORECAST OF ITS DEVELOPMENT
Study region:
RUSSIA AND REGIONS OF THE RF
Sources of information used in the study:
Federal State Statistics Service
Ministry of Economic Development of the Russian Federation
Federal Customs Service
The Federal Tax Service
Industry experts' assessments
Retail sales reports
Materials from the main industry players
Industry printed and electronic publications
Questionnaire survey of confectionery consumers
Data collection method:
Study of printed and electronic publications, statistical data, questionnaire survey.
Data analysis method:
content analysis of documents and analysis of obtained personal data.
Introduction
As you know, in Russia they have always eaten a lot of sweets, from homemade cockerel lollipops to buns and bagels. I am no exception to this group of sweet lovers. Therefore, studying the confectionery market is of particular interest to me.
First, let's define what confectionery products are: these are food products, most of which consist of sugar, most often modified, or another sweet substance (honey, xylitol, sorbitol), as well as molasses, various fruits, berries, nuts, etc. P.
Depending on the ingredients used, all types of confectionery products are divided into two main groups: flour and sugar.
Flour confectionery products include:
Cookies, gingerbread, cakes, pastries, oriental flour-type sweets, muffins, rolls, waffles.
Sugary products include:
caramel, candies, chocolate, marmalade, marshmallows, halva, toffee, dragees, non-flour oriental sweets.
It is not surprising that the confectionery market is one of the most highly competitive, which forces the manufacturer to be in constant search, develop new recipes and improve old ones. As a result, recently there has been a redistribution of market shares within companies, and significant changes are also taking place on store shelves. In recent years, the level of personal consumption of confectionery products in Russia has been approaching its maximum. Therefore, the main factors influencing the behavior of confectionery manufacturers in Russia is the gradual saturation of the market for sugar products. Constantly changing taste preferences of consumers, as well as intense competition, require modernization of production and increased productivity.
In my work, I would like to analyze the main indicators of the confectionery market in recent years, consider their dynamics, understand the main problems and directions of market development at the present stage.
Russian confectionery market
1. Dynamics of the confectionery market in recent years and development trends
Based on statistical data, the demand for confectionery products in Russia in 2007-2012. increased and amounted to 3.4 million tons in 2012. The maximum increase in the indicator relative to the previous year was recorded in 2010 - 14%. In 2009, a decrease in demand by 9% was noted. According to analysts, in 2013-2016. Demand for confectionery products will grow and reach 3.9 million tons in 2016. The largest share in the structure of demand for confectionery products is occupied by sales on the domestic market. More than 41% of the total volume of Russian confectionery production occurs in the Central Federal District. The Volga Federal District occupies a fifth part in this structure. The share of the Siberian Federal District is 12%, the Northwestern Federal District is more than 10%, the Southern Federal District is about 7%, the Ural Federal District is more than 5%, and the Far Eastern Federal District is about 1.4%.
The regions with the largest volumes of confectionery production were the Moscow region, Moscow, St. Petersburg, Lipetsk, Belgorod, Vladimir, Penza and Kemerovo regions. Increased production volumes were recorded in many areas. The share of the Moscow region in the structure of Russian confectionery production became almost 9%, Moscow - about 8.0%, St. Petersburg - 5.3%, Lipetsk region - about 5%, Belgorod region - 4.4% and Vladimir region - 4%.
The main feature of the confectionery market is its seasonality. Thus, in the warm season there is a high demand for flour confectionery products, caramel, jelly and fondant candies. Autumn and winter are the seasons for sales of chocolate products, when boxed sets, usually purchased for the holidays, are considered a particularly strong position. The maximum growth in demand for products occurs in the fourth quarter of each year, and the peak in sales occurs during the New Year holidays. A sharp decline in sales usually occurs in the first quarter. During the rest of the time, the volume of retail sales in value terms also gradually grows, but at a slower pace.
The largest share in the structure of confectionery production in 2012 was occupied by the category of sugary confectionery products - it accounted for 51.1% of the market volume as a whole. The largest Russian producers of sugary confectionery products, in accordance with market shares in physical terms, are Mars LLC (Moscow region), Lipetsk Confectionery Factory Roshen OJSC, Kraft Foods Rus LLC (St. Petersburg), Confectionery LLC Association "Russia" (Samara region), OJSC "RotFront" (Moscow), LLC "Slyavyanka Plus" (Belgorod region), OJSC "Confectionery Concern "Babaevsky" (Moscow) and CJSC "Conti Rus" (St. Petersburg). In the domestic market of sugar products, these manufacturers have been leading for several years in a row and currently occupy over 38% of the market in volume terms.The total share of flour confectionery products with long shelf life (gingerbread cookies, cookies, waffles) and non-long shelf life (cakes, pastries) was 48.9% The most expensive price in the consumer market was chocolate. Its average price in December last year was 445.5 rubles per kilogram, and over the year it increased by 15%. The highest growth was shown by the prices of marshmallows and marshmallows: in December 2012 they cost 156 .5 rubles per kilogram, and in the same period in 2011 - 132.8 rubles per kilogram. At the end of last year, average prices for cookies and gingerbread were set at 92.4 rubles per kilogram and 81.2 rubles per kilogram, respectively. Several of the largest players in this segment currently occupy about 17% of the domestic flour confectionery market in volume terms. These include LLC KDV Yashkino (Kemerovo region), LLC Chipita St. Petersburg (St. Petersburg), OJSC Bryankonfi (Bryansk), LLC Kreker (Voronezh), OJSC Bolshevik (Moscow), CJSC "Russian Biscuit" (Cherepovets) and OJSC "Saratovskaya Confectionery Factory".
In 2007-2012 Exports accounted for no more than 6% of demand. Over five years, sales of confectionery products in Russia increased by 592.3 thousand tons. The dominant trends in recent years include the emergence of a large number of new products and the expansion of the range of products of popular brands, due to which the industry is demonstrating growth; also in recent years, consumers have been striving to eat healthy: healthy and nutritious food is no longer only fruits and vegetables, meat and fish, but also diet biscuits, low-calorie waffles, cookies with cereals.
In addition, one of the trends has been the growing popularity of products in mini-packages, as well as larger format packages created according to the “share with a friend” concept. The most popular confectionery products among buyers in 2007-2012. there were flour confectionery products.
Export of confectionery products from Russia in 2007-2012. increased and amounted to 190.7 thousand tons in 2012. A decrease in the indicator due to the unfavorable situation on world markets was noted in 2009 - by 6% compared to 2008. However, in 2010 the indicator showed the maximum increase in five years - 31%. The main directions of export of confectionery products in 2007-2012. steel Kazakhstan and Ukraine. The largest share in the export structure belongs to chocolate and cocoa products. The second place in terms of export volume was occupied by sugary confectionery products.
Supply of confectionery products on the Russian market in 2007-2012. increased to 3.8 million tons in 2012. A decline in supply was recorded only in 2009 by 5% compared to 2008. According to analysts’ forecasts, in 2013-2016. the supply of confectionery products will grow by 2-4% per year. The main contribution to the supply of confectionery products in Russia comes from domestic production. Volume of confectionery production in 2007-2012 increased by 398.1 thousand tons. The largest share of the total production volume during this period was occupied by flour confectionery products.
Import of confectionery products to Russia in 2007-2012. increased and amounted to 302.9 thousand tons in 2012. Ukraine became the main supplier of confectionery products to the Russian market. More than 60% of all confectionery products imported to Russia during this period were chocolate and cocoa products.
2. Planned changes as a result of Russia’s accession to the WTO
The Russian confectionery industry is mainly represented by domestically produced products, however, with accession to the WTO, the volume of imported products is expected to increase. As part of the agreement, the Russian Federation committed to reduce duties on the supply of products containing more than 60% sucrose to 10% by 2015 (currently it is 20%). The duty on products containing less than 60% sucrose will be halved. The import duty on white chocolate will fall from 20 to 12% and will be no less than 0.15 euros/kg, while now it should not be less than 0.25 euros/kg.
The rules impose their own obligations within the Customs Union: the duty on the import of candy caramel within the countries of the union is currently 20%, by 2016 it should be reduced to 14%.
It should be expected that “eastern” and “western” sweets will flow into the country like a river. Domestic producers have so far managed to maintain volumes mainly due to the expansion of the range and the introduction of new types of products.
Despite the high risks for domestic production associated with Russia’s accession to the WTO, despite the raw materials crisis (in relation to cocoa beans), the Russian confectionery market can be considered quite stable, and this trend will continue in the coming years. In addition, the consumer, especially in relation to flour confectionery, is more accustomed to trusting local producers, and it will not be quite easy to lure him with Western gingerbread.
Conclusion
To summarize, we can say that in recent years there has been a gradual saturation of the confectionery market. Among the main trends are the constantly changing taste preferences of consumers, as well as intense competition between manufacturers. Currently, manufacturers maintain production volumes mainly by expanding the range and introducing new types of products. The current trend in confectionery fashion is healthy and natural sweets, which are positioned in higher price niches than all others. Therefore, similar products have appeared in the lines of most manufacturers. It is expected that the share of premium products will increase; inexpensive “budget” brands will gradually be replaced by “mid-price”, “premium” and “luxury” brands. The main problem of confectionery companies today is unstable prices for raw materials, which negatively affects pricing and, accordingly, work with chains with which annual contracts have been concluded. Therefore, for the stable development of a company, it is necessary, first of all, to create its own survival strategy in modern conditions. The main task of the manufacturer is to find his product, find his buyer and not disappoint him.
Thanks to Russia's accession to the WTO, the amount of duties on the import of foreign-made products will be reduced, as a result of which the number of foreign products in the country will increase and competition will increase. However, new opportunities will open up for a number of manufacturers in the form of expanding exports to markets not only in the near and far abroad.
List of used literature
1.<#"center">Applications
Appendix No. 1
Frequency of purchase of confectionery products (based on questionnaire survey)
Appendix No. 2
Criteria influencing the choice of confectionery product (based on a questionnaire survey)
Appendix No. 3
Preferences among flour products
Appendix No. 4
Preferences among sugary products
Questionnaire for a survey of the population - consumers of confectionery products
Dear respondent!
Our organization conducts marketing research to identify consumer preferences when choosing confectionery products. We ask you to take part in the survey and answer the questions posed in the questionnaire. The questionnaire is anonymous.
Thank you in advance for your help!
)Do you buy confectionery?
)How often do you buy confectionery?
·Every day
·Once a week
·2-3 times a week
·4-6 times a week
· Less than once a month
·2-3 times a month
·1 time per month
·never
3)What criteria influence you most when choosing a confectionery product?
·Quality
· Product freshness
·Appearance
· Appearance of packaging
Product price
·Compound
·Manufacturer
· Trying the same type of product from different manufacturers
· Buy new items
· Do not consume confectionery products
4)What types of flour products do you prefer?
·Cookie
·Cakes
Waffles
·Cupcakes, rolls
·Gingerbread
Biscuits, crackers
·Other
5)What types of sugary products do you prefer?
·Candies
·Chocolate
·Potato
·Jam, paste
·Marmalade
· Chewing gum
·Other
6)Which companies' confectionery products do you most often purchase?
·Mars
RotFront
Babaevsky
·Bolshevik
·Cracker
·Russia
Some information about the interviewee.
)What's your gender
·husband.
female
8)Your age is ______________ completed years
9)Place of residence _________________________
___________________________________________________________
Socio-demographic portrait of respondents
No. Socio-demographic characteristics of respondents Share in the total sample, % 1 Gender - total 100 men 20 women 802 Age - total 10018-236023-5030 Older than 50103 Place of residence - total 100 Moscow 60 Moscow region 35 Other 5
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The purpose of the study is to study the purchase decision-making process, reactions to purchases, and factors determining the behavior of these consumers. In order for market analysis to be truly objective, it is necessary to comply with scientifically based rules of the survey procedure developed within the framework of social sciences. Correct positioning of functional products ensures their successful promotion on the market. The most popular flour confectionery product among respondents is cookies (28%), 25% of respondents more often buy waffles, gingerbread - 15, and only 5% - cakes. As a result of the study, it turned out that the main reasons for the low demand for preventive products, from the point of view of consumers, are: lack of awareness of the population about the medicinal properties of products, high prices, insufficient choice and unsatisfactory quality. Despite the insignificant interest of respondents in the nutritional value of confectionery products, most of them consider it necessary to produce products for preventive purposes. Only 4 % of respondents have a negative view of this issue. The motivation for respondents' preferences when making a purchase consists of income level, conservatism in demand, health status, limited choice, proximity to places of sale, appearance, etc.
Marketing
research
motivation
confectionery
1. Dzhakhimova O.I., Krasina I.B., Tarasenko N.A. Application of functional additives in the production of flour confectionery products // News of higher educational institutions. Food technology. – 2013. – No. 1 (331). – pp. 40–42.
2. Evdokimova O.V. Methodology for increasing the efficiency of promoting functional food products to the consumer market / O.V. Evdokimova, E.P. Kornena, T.V. Pershakova, A.A. Shchipanova, R.S. Fuchs // News of universities. Food technology. – 2009. – No. 2–3. – pp. 107–109.
3. Eremina O.Yu., Ivanova T.N. Analysis of the share of bread products in the consumer basket and cash income of the population // Food Industry. – 2010. – No. 5. – P. 42–44.
4. Molchanova E.N., Shipareva M.G., Karusheva M.G. Marketing research of consumer preferences for flour confectionery products // Confectionery production. – 2012. – No. 5. – P. 28–32.
5. Soldatkina O.V. Results of a marketing study of consumer preferences in the market of bakery and confectionery goods in Orenburg // Bulletin of OSU. – 2011. – No. 5 (124). – pp. 59–63.
6. Tarasenko N.A. The use of dietary fiber obtained from sainfoin seeds in the production of waffle crisps // News of higher educational institutions. Food technology. – 2014. – No. 4. – P. 53–55.
7. Tarasenko N.A. Development of a new type of confectionery product - SPA waffles // News of higher educational institutions. Food technology. – 2014. – No. 5–6. – P. 50–53.
8. Tarasenko N.A. Development of technology for functional wafers using stevioside: dis. ...cand. tech. Sci. – Krasnodar, 2010. – 181 p.
9. Tarasenko N.A., Nikonovich S.N. Development of a recipe for praline sweets with a functional fat component // News of higher educational institutions. Food technology. – 2014. – No. 1 (337). – pp. 64–66.
From the perspective of modern marketing, in order to act more effectively in the market, the manufacturer needs to “create his consumer,” know his preferences in choosing goods and better adapt to his requirements. For this purpose, we conducted a study of consumer motivations and preferences when choosing confectionery products.
The purpose of the study is the study of the purchase decision-making process, the reaction to the purchase, and the factors that determine the behavior of these consumers. In order for market analysis to be truly objective, it is necessary to comply with scientifically based rules of the survey procedure developed within the framework of social sciences.
To develop and introduce new types of products, it is important to know the preferences of the population regarding goods of a particular group, in particular flour confectionery and culinary products, the level of consumption of which in Russia is quite high. The share of products for preventive medical purposes is on average 8-10% in Russia. In addition, there is a tendency to increase the volume of production of expensive products high in fat and sugar, which contradicts the basic principles of the theory of healthy eating.
Market analysis of flour confectionery products, as well as marketing research, make a significant contribution to the development of the production of these products.
As a result of one such study, it was revealed that the majority of respondents prefer to consume flour confectionery products several times a week (41% of men and 59% of women). Considering also that more than 20% of respondents consume these products daily, we can talk about the significant role of flour confectionery and culinary products in the nutrition of citizens. It was also recorded that waffle products are mostly preferred by people over 55 years of age.
To the question: “Would you consume flour confectionery and culinary products more often if they included healthy products?” 53% of men and 44% of women responded positively. This is especially welcomed by men under 25 (64%) and 45-55 years old (71%), as well as women 35-45 years old (70%). About 35% of respondents are not interested in the availability of healthy products.
The importance of the low calorie content of flour confectionery and culinary products was noted by only 27% of men and 46% of women. Among them, women 25-35, as well as 45 years and older (more than 67% in each category) and men over 55 years (37%) are especially attentive to this indicator.
In the modern world, food products for preventive purposes are becoming increasingly important. During their production, special attention should be paid to consumer products.
As part of government policy, the share of consumer products fortified with vitamins and minerals should be at least half of the total production volume. Flour confectionery products remain one of the staple foods of the majority of the population, therefore the creation of products that are not only food, but also have therapeutic and prophylactic properties is an important reserve for improving public health. Correct positioning of functional products ensures their successful promotion on the market (Fig. 1). In this regard, research into consumer motivations and preferences when choosing confectionery products is relevant.
Cookies are the most popular (28%) flour confectionery product, 25% of respondents buy waffles more often than gingerbread cookies (15%), and only 5% buy cakes.
As a result of the study, it turned out that the main reasons for the low demand for preventive products from the point of view of consumers are: lack of awareness of the population about the medicinal properties of products, high prices, insufficient choice and unsatisfactory quality.
Consumer opinions about the most significant indicators when purchasing preventive products are presented in Fig. 2.
Thus, the most significant criteria for buyers are freshness, taste and smell, and appearance.
Despite the insignificant interest of respondents in the nutritional value of confectionery products, the majority of them (70%) consider it necessary to produce products for preventive purposes. Only 4% of respondents have a negative attitude to this issue.
Rice. 1. Diagram of the relationship between respondents’ attitudes towards confectionery products for preventive purposes
Rice. 2. The importance of the properties of flour confectionery products for consumers
The motivation for respondents' preferences when making a purchase consists of income level, conservatism in demand, health status, limited choice, proximity to places of sale, appearance, etc.
Analyzing the data obtained, we found that the main motive is the conservatism of consumer demand, in second place is the level of income.
Currently, the consumer of confectionery products strives to buy high-quality products from a wide range, without spending effort on searching for places of purchase, purchases them in close proximity, without paying attention to the manufacturer.
Thus, marketing studies of consumer motivations and preferences when choosing confectionery products led to the conclusion that ensuring public health is possible through an integrated approach to the selection of functional ingredients for fortifying confectionery products.
Based on all of the above, the department of technology of grain, bread, food-flavoring and subtropical products is developing flour confectionery products using functional food additives.
Thus, the authors studied the chemical composition and properties of dietary fiber obtained from the seeds of sainfoin, a plant of the legume family, and investigated the possibility of introducing dietary fiber in the production of a new type of flour confectionery product - wafer crisps by replacing from 3 to 10% of flour. It has been established that dietary fiber from sainfoin seeds reduces the moisture content of products and wetness, which can be explained by a significant increase in the density of the waffle dough with an increase in the dosage of fiber and the reduced humidity of the additive itself, which has a reduced water absorption capacity. As a result, the optimal dosage of 5% fiber by weight of flour was chosen and the recipe for wafer crisps “Health” was developed. The use of dietary fiber obtained from sainfoin seeds in the production of waffle crisps will make it possible to obtain products that have a positive effect on the physiological functions of the human body and enhance the taste and aroma of the finished products.
The process of creating high-quality products that can best satisfy the needs of modern consumers requires a clear understanding of current market trends and the introduction of innovations. In this regard, scientists are conducting research to create a new type of waffles, namely SPA waffles. SPA waffles are specially produced for use during water procedures in order to achieve maximum relaxation and for a general tonic effect. It has been established that the mineral water included in their composition, due to its healing properties, has a beneficial effect on health, well-being and improves vitality. When assessing the quality of finished products using standard methods, the physical and chemical quality indicators of the control and prototype samples were determined. Test samples of spa-wafers prepared with the addition of functional ingredients differ in the main indicators from the control sample, they are completely free of sucrose and the protein content in them is twice as high, and they also have antioxidant and tonic properties due to the introduction of kola nut into the recipe and phospholipid product "Fais".
If we talk about trends in the market for preventive products, then gradually but surely healthy confectionery products are emerging from the niche of special food for educational, medical, health, and sports institutions. The fashion for a healthy lifestyle, as well as the desire of buyers to have the same model body proportions, comes into conflict with established eating habits, and in this situation, manufacturers who can offer traditional products with improved, lighter content benefit.
The publication was prepared within the framework of the scientific project No. 15-36-01235 dated June 3, 2015, supported by the Russian Humanitarian Foundation, “Social aspects and prevention of diabetes mellitus and obesity.”
Reviewers:
Shazzo A.Yu., Doctor of Technical Sciences, Professor, Head of the Department of Technology of Grain, Bread, Flavoring and Subtropical Products, Kuban State Technological University, Krasnodar;
Ilyinova S.A., Doctor of Technical Sciences, Professor of the Department of Technology of Fats, Cosmetics, Commodity Science, Processes and Devices, Kuban State Technological University, Krasnodar.
Bibliographic link
Tarasenko N.A., Baranova Z.A. MARKETING RESEARCH OF CONSUMER MOTIVATIONS AND PREFERENCES WHEN SELECTING CONFECTIONERY PRODUCTS // Fundamental Research. – 2015. – No. 9-1. – pp. 174-177;URL: http://fundamental-research.ru/ru/article/view?id=38989 (access date: 04/20/2019). We bring to your attention magazines published by the publishing house "Academy of Natural Sciences"
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