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Analysis of the domestic market of flour confectionery products. Dynamics of the confectionery market in recent years and development trends

The segment of flour confectionery products in Russia is at the stage of saturation. To increase demand, enterprises update production, give the product a corporate identity, and create new types of products. To date, there is a tendency to complicate products, since flour confectionery, on the one hand, is a product of almost everyday demand, and at the same time, on the other hand, a product for pleasure. Increasingly, “specialized” products appear, such as meatless products and sweets from various cuisines of the world, which have steadily occupied their niche in the Russian market.

The most popular type of flour products is cookies. On average, about 4.5 kilograms of this product per person is consumed in Russia, that is, in our country only 645,750 tons of cookies are eaten per year, and almost half of this volume falls on residents of the largest cities.

The share of cookies within 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 should be included in the category of flour confectionery products when evaluating the market, and which regions are we talking about. If we talk about the largest cities of Russia and the most popular types of flour confectionery products in them, then cookies look like the most attractive segment - it occupies 60% of the market volume among such competitive groups as gingerbread, which occupy 16% of the market volume, cakes and pastries 8% , muffins and biscuits 7%, and waffle cakes only 4% of the market volume. Figure 1 shows the structure of the flour confectionery market in 2013 in real terms.

Fig.1

As can be seen from Table 6, oatmeal and sugar biscuits are in the greatest demand in the market of flour confectionery products - they account for 18.6 and 18.3% of total consumption, respectively.

The Russian confectionery market is dominated by domestic producers. However, the share of foreign products is gradually increasing: in 2012 it amounted to 12.3%.

Table 6

Distribution of market shares by types of biscuits, % of average consumption

Types of cookies	Market shares by consumption, %	Market shares of packaged products by consumption, %	Market shares of bulk products by consumption, %

Sugar
Curd


Sweet stuffed
Other butter
Dry type "Maria"

multilayer

In the structure of imported flour confectionery traditionally the largest share is occupied by butter biscuits. This category includes gingerbread, biscuits, sandwich biscuits and chocolate biscuits. In the first half of 2013, the share of imports of sweet butter biscuits amounted to 37.3% of the total supply of flour confectionery products in physical terms (Fig. 2).

Rice. 2

For comparison, the volume of import purchases of long biscuits (crackers, biscuits) amounted to only 4.5%. The second place in terms of supply is occupied by cakes and desserts - these sweets account for 22.8% of total imports. It should be noted that about 8% of imported cakes and desserts are frozen products. Waffles close the top three (including wafer wafers and wafer cakes), the share of imports of which is 12.9%. The “other” category includes cakes, shortcakes, rolls, muffins, buns, donuts, gingerbread, semi-finished products, ready-made breakfasts, crackers, dryers, tartlets and some other types of flour confectionery.

More than 38% of flour confectionery products that entered the territory of our country in the first half of 2013 were produced at Ukrainian enterprises, which is traditionally the largest supplier of these products to Russia (Fig. 3).

Rice. 3

Germany accounts for 16% of imports in monetary terms, followed by Italy with a 15% share of imports, followed by Poland, the Netherlands, the Republic of Korea and France, with shares ranging from 7 to 2% of total imports. The remaining share of 18% is distributed among 43 countries.

On the Russian side, the regional structure of imports of flour confectionery products is represented by 46 regions. The leader in purchases is the Vladimir region, whose market share is 28% in value terms, or 10.9 thousand tons worth $ 44.2 million (Fig. 4).

Rice. four

The leadership of the region is due to the fact that two large importers are located on its territory: CJSC Ferrero Russia, which ranks first among Russian importing companies, and LLC Mondelis Rus, which owns the third place. The fourth part of the market (9.6 thousand tons worth $38.4 million) is occupied by Moscow - the metropolitan region occupies the second place in terms of direct import deliveries. The Kursk region also entered the top three regions importing flour confectionery products with a share of 12% (9.2 thousand tons worth $ 18 million) due to the location of CJSC Konti-Rus located in the region - the enterprise ranks second among importing companies .

It should be noted that in the first half of 2013 purchases were made by 529 organizations. However, 51% of the market was occupied by six companies (Fig. 5).

Rice. 5

Russian wafers and wafer cakes were in the highest demand among foreign companies, their share in the sales structure amounted to 40.3% (Fig. 6).

Rice. 6

The second place in terms of sales was sweet butter cookies - this type of confectionery accounted for 32.8%. Rolls and other confectionery products account for 22.9%.

Ukraine, the leader in the supply of flour confectionery products to Russia, occupies a leading position in the purchase of these products - it owns 20% of exports (Fig. 7).

Rice. 7

Azerbaijan and Brazil rank second and third with shares of 17% and 16%, respectively. Equal shares are occupied by Mongolia and Kyrgyzstan - these countries each own 8%. Tajikistan and Georgia account for 6% and 4% of exports, respectively.

Looking at the export structure of sweet biscuits in detail, it can be noted that half of the deliveries are biscuits covered with chocolate icing or containing cocoa. The second place in the export structure of sweet biscuits is occupied by sugar biscuits, whose share is 42.4%. The main supplies of these cookies are directed to neighboring countries - Kyrgyzstan, Azerbaijan, Tajikistan and Georgia. The third place in the structure of exports is shared by sandwich biscuits and butter biscuits - they account for 3.5 and 3.2%, respectively. The main producer of sandwich biscuits is Konti-Rus, while more than 40% of butter biscuits are produced by OAO Orkla Brands Russia.

In total, in the first half of 2013, 276 Russian enterprises were engaged in the export of flour confectionery products. The share of the leader - Nestle Russia LLC (Samara region) accounts for 25% of exported products.

During the period under review, this company sold 3.7 thousand tons of KitKat wafers worth $16.3 million. The second place among exporting enterprises was taken by Mars LLC (Moscow region) with a share of 9%. This happened due to the fact that Twix biscuit sales amounted to $ 5.8 million. Closes the top three exporters-leaders LLC Chipita St. Petersburg, which owns 6% of deliveries worth $ 3.6 million. The products of this company are recognizable under TM 7 -Days. (Fig. 8).

Rice. eight

Summing up, it can be noted that in last years there is a tendency to increase the volume of imports and exports of flour confectionery products, the structure of imports and exports is changing, new players are emerging. By 2015, from the point of view of the prospects for joining the WTO, the duty rate on imported flour confectionery products will be reduced from 15 to 10%. It is expected that there will be more goods, and prices will decrease. In terms of exports, positive changes are also possible. Russian manufacturers will increase supplies, improve quality and sell more products abroad.

The biscuit segment can be divided into two groups, which differ greatly both in price and in their structure - these are loose and packaged biscuits. In fact, these are two different markets. The main difference between these two groups is the difference in price (loose biscuits are much cheaper) and the absence of a single Russian leader offering its products throughout Russia in the segment of loose biscuits. In each region, the largest part of the market is occupied by local producers. On the whole in Russia, sales volumes of loose biscuits are higher than those of packaged biscuits, and, according to experts, they account for about 60% of the total volume. The main advantages of bulk biscuits: affordable retail price, the possibility of any weight when buying, the ability to visually verify the quality and freshness of the product. Such a product does not require special advertising.

With packaged biscuits, the situation is somewhat different. The success of small bakeries in local markets is due to greater flexibility in production capabilities and the ability to meet rapidly changing consumer needs. In recent years, there has been an increase in the share of packaged biscuits and a decrease in the share of loose biscuits. The reason for this is the increasing role of modern retail, namely self-service supermarkets.

Packaging for cookies can be very different - cardboard, film, and even quite expensive tin are used. When creating their own packaging, which would make it possible to distinguish a product on the market and draw the attention of consumers to it, manufacturers conduct marketing research and test - polls of focus groups. On the one hand, Russian consumers, in their own words, are attracted by bright, stylish, original packaging. On the other hand, everyone remembers the Soviet times very well, when placer cookies had high palatability and immediately it was possible to accurately assess its freshness and safety.

That is why many manufacturers produce packaged cookies in a transparent film - the only accent on such packaging is the bright logo of the company. But such a cookie should really attract attention and be original in itself.

The packaged biscuit market is more concentrated than loose biscuits - ten manufacturers account for up to 70% of total sales, and it is in this category of biscuits that there is increased competition among manufacturers. In the segment of packaged biscuits, the importance of the brand and the structuring of the price offer come to the fore. Traditionally, the biscuit market is dominated by products of the lower price segment - mainly due to sales volume in capacious regional markets. However, analysts say that the niches of the middle and lower price segments in the biscuit market are approaching saturation.

The segment of expensive biscuits, the segment of "healthy products" enriched with vitamins, low-calorie products, etc. is growing. The production of complex types of biscuits is increasing. All this is accompanied by the introduction of memorable brands to the market and the proposal of product concepts. Such reactions of manufacturers are caused by a change in the culture of consumption of confectionery products in general - consumer demand is gradually being rebuilt towards higher quality products, aesthetically designed and functional.

The price factor in packaged biscuits is less significant, since packaged biscuits are oriented towards more affluent segments of the population compared to loose biscuits, the consumer is ready to pay extra money for the brand.

The distribution of sales between varieties of cookies depends on the region, on the size of the city and its distance from the federal center. Usually in big cities consumers have more choice and prefer something "original". But mostly Russians prefer sweet biscuits, whose share in total sales is about 50%.

The share of complex biscuits in the sales of packaged products is still lower, which is largely due to the high price of this product. In general, prices for cookies have a wide range, which is due to the presence a large number various types of cookies. The assortment range presented in stores is very wide.

Today, an increasing number of packaged and branded products from small local manufacturers appear on the market. Last but not least, this is due to the requirements imposed on products by chain stores, and the fact that with today's abundance of various sweets, it is no longer profitable to produce “just” cookies. Moreover, for a successful new product launch, products must be produced under well-known and/or heavily advertised brands.

For example, the Bezhitsky Food Processing Plant (Bryansk) has released an original line of crackers under the Pikantel trademark, which includes such items as Pikantel with Basil, a fragrant cracker with a piquant basil flavor and a delicate cheese flavor, and Pikantel with a taste of pizza”, with the taste of classic pizza.

Today, many manufacturers find some kind of "zest" on which they can successfully focus the attention of consumers and push them to the necessary associations.

Thus, in 2008 the Sladkaya Sloboda company (city of Kirov) produced biscuits "Derevenskoye Glazed" in a colored flow-package weighing 285 grams. The manufacturer drew the attention of buyers to the fact that the biscuits are made with village milk, which is associated with naturalness, environmental friendliness and health benefits.

A popular recent marketing move by Russian companies is the positioning of their products as goods for fasting people. For example, the Confectionery Association "Lubimiy Krai" (Leningrad region, the city of Otradnoye) in 2008 developed lean products for the beginning of Lent. The company produced oatmeal and butter cookies under the Stuchki and Posidelkino brands.

Another trend is the growth in sales of complex confectionery - cookies covered with chocolate, or products with filling, such as cookies with marshmallows, cookies with marmalade. The buyer likes interesting products, so any unusual solutions from manufacturers are in high demand among the consumer. Most major manufacturers have such products in their product portfolio.

The Harris company produces BisQuick sandwich biscuits with various fillings: vanilla, strawberry, cocoa, “boiled condensed milk”. The confectionery factory "Bolshevik" produces both biscuits with fillings and glazed biscuits.

The assortment of the factory includes Yubileinoye cookies covered with milk or chocolate icing, Prichuda cookies with various fillings (apricot, orange, cherry, pear, strawberry jam, caramel soufflé) and covered with dark chocolate icing, as well as Prince biscuits in the form of a sandwich with nut, chocolate and milk fillings.

The Orion company specializes in the production of complex cookies. The most famous biscuit cookies in chocolate icing stuffed with mashmallow "Choco-Pie" and shortbread in the form of a mushroom with a hat made of Choco Boy chocolate.

Experts see the need for constant expansion of the range of manufacturers. Confectionery is the segment in which the consumer has less strong preferences and is more willing to experiment and try everything new.

In the packaged biscuit market, among the main Russian manufacturers the following companies can be distinguished:

JSC "Bolshevik" (Moscow) is a leading manufacturer and distributor of confectionery products. To trademarks This company includes "Jubilee", "Barney", "Tornado", "Shokobarokko". Bolshevik is one of the largest manufacturers of packaged biscuits in Russia (its market share is 30-40% of 40% of total packaged biscuit sales). Among the major brands sugar cookie the maximum growth of the market share was recorded for the most expensive brand - "Jubilee" with glaze.

Research results show that 97% of the Russian population knows the Yubileinoye brand, 50% of consumers prefer Yubileinoye to other brands.

The United Confectioners holding is the largest confectionery holding in Russia, uniting more than a dozen enterprises Food Industry Moscow and many regions from St. Petersburg to Blagoveshchensk. Among the assets of the holding are the most famous and oldest Moscow confectionery factories - Krasny Oktyabr, Rot Front and Babaevsky Confectionery Concern, founded in the 19th century.

The enterprises of the holding own the most recognizable and popular confectionery brands in Russia and the CIS, under which almost all types of confectionery products are produced: chocolate and bars, consumer and premium candies, various types of cookies and biscuits, marmalade, marshmallows and other sweets. Rot Front, Krasny Oktyabr and Babaevsky are included in the list of Top 40 Most Expensive Brands in Russia (according to Interbrand Zintzmeyer & Lux AG).

United Confectioners Holding successfully competes in the Russian market with transnational corporations Nestle, Mars and Kraft Foods. Products are sold through a developed distribution network throughout Russia, as well as in the USA, Europe, Israel, the CIS countries and a number of Middle East countries. Among the permanent consumers of the holding's products are the Federal State Unitary Enterprise "Kremlevsky" food plant, the Government of Russia, the Moscow Mayor's Office and the Moscow Patriarchate.

The Russian holding company United Bakers (Voronezh) is the largest Russian manufacturer of crackers, biscuits and extrusion products, owns 38% of the Russian cracker market, 7.5% of biscuits, 23.5% of the production of extruded finished products, 90% of semi-finished products for the confectionery industry .

The company owns registered trademarks:

Lyubyatovo is Russia's leading brand in the segment of ready-to-eat extrusion products.

"Yantar" - popular varieties of cookies, united under the umbrella brand of a major manufacturer.

"Udivlyandiya" - extrusion breakfasts for children.

"Fanteks" - extrusion semi-finished products for use in the food industry. Used in making candy premium, chocolate and ice cream from well-known Russian and foreign manufacturers (Cadberry, Nestlé, Craft Foods, Korkunov and others).

Confectionery Association "SladCo" is one of the largest manufacturers of confectionery products in Russia. The association is one of the five leaders in the confectionery industry and produces all the main types of confectionery: chocolate, sweets, caramel, cookies, waffles.

SladCo is a company with national distribution, whose products are presented throughout Russia from Khabarovsk to Kaliningrad. SladCo products are also present in the CIS countries. In 2005, the company was acquired by the Norwegian concern Orkla. At the moment, SladCo is a company with foreign capital (100%).

The confectionery association is presented in three main categories:

1. Chocolate (sweets in boxes, chocolate bars, bars, weight candies, packaged weight sweets);

2. Flour confectionery (cookies, waffles, waffle cakes, crackers);

3. Caramel (by weight, packaged).

Currently, SladCo products are manufactured at two production sites: in Yekaterinburg; in Ulyanovsk.

Product quality and consumer interests are an absolute priority for the company.

The Lakom Group is a large Russian trade and production holding in the confectionery sector. The head office is located in St. Petersburg, production sites are located in St. Petersburg and the Leningrad region. Production capacity holding allow to produce up to 60,000 tons of confectionery per year. The Lakom group of companies occupies 10% of the sugar biscuit market in Russia. Distribution of products from factories belonging to the Lakom group covers all federal centers and the largest cities of Russia.

The holding includes "First Biscuit Factory", "Golden Key (confectionery factory)", "PK" Ladoga ", as well as a company with the same name -" Lacom ". The range of the group consists of various kinds cookies, wafers, marshmallows, marmalade and has more than 500 items.

By the nature of production, sugar cookies are the most common today. The predominance of sugar biscuits in the market is explained by the peculiarities of its production, since high-performance conveyor lines are used in its manufacture, while in the production of the so-called jigging biscuits (typical representatives are kurabye, glagolitic, etc.) small-scale production is used (up to 1.5 thousand kg per shift). That is why there is a predominance of only a few trademarks of sugar biscuit manufacturers, the most famous of which is Bolshevik OJSC. At the same time, the production of jigging biscuits remains the lot of small and medium-sized businesses. The share of dry biscuits (typical representatives are crackers) is not very large. A number of experts attribute this to some monotony of this type of cookie.

Filled biscuits have not yet won a worthy place among other varieties. This is due to a small supply of this type of biscuit and, accordingly, weak demand, as well as the fact that the technique that allows it to be made has appeared relatively recently, it is quite expensive and is not yet very common in the industry.

Manufacturers tend to place visual information about the additives contained in cookies on the packaging, applying images of nuts, chocolate, lemon, grapes, etc. This allows the customer to accurately identify the right flavored cookie on the counter without having to read the ingredient information. The optimal weight of a package of cookies for individual consumption is 200 g, for family (collective) consumption - 400 - 500 g. It is this weight range that retail outlets strive for when self-packing weight cookies.

As a rule, the buyer prefers medium-sized biscuits, as they are contained in the package in larger quantities, which is relevant for collective consumption. Some manufacturers, when it is difficult to visually determine the quantity of the product, indicate on the packaging not only the weight, but also the number of pieces in one package, thereby protecting the biscuits from damage as a result of attempts by buyers to determine the quantity using the "probing" method.

Summarizing the analysis domestic market flour confectionery products, it should be noted that the production of biscuits is growing every year, and the number of domestic biscuit manufacturers is also growing. Manufacturers are looking for new niches for this market. The niche of the so-called office cookies is considered relevant. Now this market niche is filled exclusively with imported biscuits - only they correspond to the "premium class" category.

The niche of packaged biscuits is practically free in large packaging(250 - 300 grams) - a kind of table biscuit for the whole family, designed for daily mass consumption.26

Currently, the Russian biscuit market continues to develop, but in many respects its development begins to slow down the negative trends regarding the growth of the welfare of the population. In the future, the growth of the biscuit market will continue, however, it will be characterized by increased competition, the emergence of new players and new, more sophisticated types of biscuits, and an increase in the role of quality and appearance of manufactured products.

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Federal State Educational Budgetary Institution

higher professional education

FINANCIAL UNIVERSITY UNDER THE GOVERNMENT

RUSSIAN FEDERATION

"Marketing and Logistics"

laboratoryWork

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:

THE MARKET OF CONFECTIONERY PRODUCTS IN THE RUSSIAN FEDERATION

Purpose of the study:

ASSESSMENT OF THE STATE OF THE MARKET AND FORECAST OF ITS DEVELOPMENT

Region of study:

RUSSIA AND REGIONS OF THE RUSSIAN FEDERATION

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 of 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 the obtained personal data.

Introduction

As you know, in Russia they have always eaten a lot of sweets, starting with home-made lollipops-cockerels, 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.

To begin with, 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: floury and sugary.

Flour confectionery products include:

Cookies, gingerbread, cakes, pastries, oriental sweets flour type, muffins, rolls, waffles.

Sugar products include:

caramel, sweets, chocolate, marmalade, marshmallow, marshmallow, halva, toffee, dragee, 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, there has recently been a redistribution of market shares, within companies, and on the shelves in stores, there are also significant changes. In recent years, the level of personal consumption of confectionery products in Russia is approaching the maximum. Therefore, the main factors influencing the behavior of confectionery manufacturers in Russia is the gradual saturation of the market for sugar products. The ever-changing taste preferences of consumers, as well as intense competition, require the modernization of production and increasing labor 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 current 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 in 2012 amounted to 3.4 million tons. The maximum growth of the indicator relative to the previous year was recorded in 2010 - 14%. In 2009, a 9% reduction in demand was noted. According to analysts, in 2013-2016. demand for confectionery products will grow and in 2016 will reach 3.9 million tons. The largest share in the structure of demand for confectionery products is occupied by sales in the domestic market. More than 41% of the total volume of Russian confectionery production falls on the Central Federal District. The Volga Federal District occupies the 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 Urals 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. An increase in production volumes was recorded in many areas. The share of the Moscow region in the structure of Russian production of confectionery products became almost 9%, Moscow - about 8.0%, St. Petersburg - 5.3%, Lipetsk region - about 5%, Belgorod region - 4.4% and Vladimir region - four%.

The main feature of the confectionery market is its seasonality. Thus, in the warm season there is a high demand for flour confectionery, caramel, jelly and fondant sweets. Autumn and winter are the seasons for the sale of chocolate products, when boxed sets, usually purchased for the holidays, are considered a particularly strong position. The maximum growth in demand for products falls on the fourth quarter of each year, and the peak of sales is 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 is also gradually growing, 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 total market volume. The largest Russian manufacturers of sugary confectionery products, in accordance with market shares in real terms, are LLC Mars (Moscow Region), OJSC Lipetsk Confectionery Factory Roshen, LLC Kraft Foods Rus (St. Petersburg), LLC Confectionery association "Russia" (Samara region), JSC "RotFront" (Moscow), LLC "Slyavyanka Plus" (Belgorod region), JSC "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 physical terms. Chocolate cost the most on the consumer market, its average price in December last year was 445.5 rubles per kilogram, and it increased by 15% over the year. In April 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 biscuits 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 market of flour confectionery products in physical terms. These include KDV Yashkino LLC (Kemerovo region), Chipita St. Petersburg LLC (St. Petersburg), Bryankonfi OJSC (Bryansk), Kreker LLC (Voronezh), Bolshevik OJSC (Moscow), CJSC "Russian Biscuit" (Cherepovets) and JSC "Confectionery Factory "Saratovskaya".

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 of 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 has shown growth, and in recent years, consumers tend to eat right: healthy and wholesome food is not only fruits and vegetables, meat and fish, but also diet biscuits, low-calorie waffles, cookies with cereals.

In addition, one of the trends was the growing popularity of products in mini-packages, as well as large format packages created according to the concept of "share with a friend". The most popular confectionery among buyers in 2007-2012. were flour confectionery.

Export of confectionery products from Russia in 2007-2012 increased and in 2012 amounted to 190.7 thous. 31%. The main directions of export of confectionery products in 2007-2012. became 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 sugar confectionery.

Supply of confectionery products on the Russian market in 2007-2012 increased to 3.8 million tons in 2012. The decline in supply was recorded only in 2009 by 5% compared to 2008. the supply of confectionery products will grow by 2-4% per year. The main contribution to the supply of confectionery products in Russia is made by domestic production. The volume of production of confectionery products in 2007-2012 increased by 398.1 thousand tons. The largest share of the total production during this period was occupied by flour confectionery.

Import of confectionery products to Russia in 2007-2012 increased and in 2012 amounted to 302.9 thousand tons. Ukraine became the main supplier of confectionery products to the Russian market. More than 60% of all confectionery products imported into Russia during this period were chocolate and cocoa products.

2. Planned changes as a result of Russia's accession to the WTO

Basically, the Russian confectionery industry is represented by products own production, however, with WTO accession, it is expected that the volume of imported products will increase. As part of the agreement, the Russian Federation undertook to reduce duties on the supply of products with a sucrose content of more than 60% by 2015 to 10% (now it is 20%). Duty on products with a sucrose content of less than 60% will be halved. Import duty white chocolate will fall from 20 to 12% and will be at least 0.15 euro/kg, while now it should not be less than 0.25 euro/kg.

Their own rules impose obligations within the Customs Union: import duty candy caramel within the countries of the Union is currently 20%, by 2016 it should decrease 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, 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 material crisis (for cocoa beans), the Russian confectionery market can be considered fairly 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 easy to lure him with Western gingerbread.

Conclusion

Summing up, we can say that in recent years there has been a gradual saturation of the confectionery market. Among the main trends are the ever-changing taste preferences of consumers, as well as intense competition between manufacturers. Currently, manufacturers are maintaining production volumes mainly due to the expansion of the range, the introduction of new types of products. The current trend in confectionery fashion is healthy and natural sweets, which are positioned in higher price niches than all the others. Therefore, similar products appeared in the lines of most manufacturers. It is expected that the share of premium-class 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 are concluded. Therefore, for the stable development of the company, first of all, it is necessary 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 will increase in the country, 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, but also far abroad.

List of used literature

1. http://www.gks.ru/ - website of the Federal State Statistics Service of the Russian Federation

2. http://www.economy.gov.ru/ - website of the Ministry of Economic Development of the Russian Federation

3. http://www.customs.ru/ - website of the Federal Customs Service of the Russian Federation

4. http://www.nalog.ru/ - website of the Federal Tax Service of the Russian Federation

5. http://marketing. rbc.ru/ - RBC website for market research

6. http://www.my-ki.ru/articles/ - electronic magazine "Confectionery"

7. http://www.aup.ru/news/ - administrative and management portal

Applications

Application No. 1

Frequency of buying confectionery products (based on a questionnaire)

Application №2

Criteria influencing the choice of a confectionery product (based on a questionnaire)

Application №3

Preferences among flour products

Application 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!

1) Do you buy confectionery?

2) 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 most influence you when choosing a confectionery?

· Quality

Product freshness

· Appearance

The appearance of the packaging

Product price

· Manufacturer

Trying one type of product different manufacturers

Buy new items

Do not eat confectionery

4) What kind of mealy products do you prefer?

· Cookie

Cupcakes, rolls

· Gingerbread

Biscuits, crackers

5) What kind of sugary products do you prefer?

· Candies

Chocolate

· Potato

Jam, paste

Marmalade

· Chewing gum

6) Confectionery products of which companies do you most often purchase?

RotFront

Babaevsky

Bolshevik

Some information about the interviewee.

7) Your gender

8) Your age is ______________ completed years

9) Place of residence _________________________

___________________________________________________________

Socio-demographic portrait of respondents

	Socio-demographic characteristics of the respondents	Share in the total sample, %
	Gender - total


	Age - total



	Place of residence - total

	Moscow region

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The main features of the confectionery market in Russia

The Russian confectionery environment, thanks to the fundamental school of the Soviet Union, has a good quality theoretical and practical base. However, due to the closeness of Soviet policy, a moment of flexibility was lost. Now the dynamics of development of the domestic confectionery is significantly lower than the Western one. However, if we compare the quality of in-line products, then even taking into account the trend of cheaper products, the products of our, Russian companies, can be called tasty and edible, which, alas, cannot be said about many European goods (let me emphasize, we are not talking about private confectionery shops yet).

Features of the Russian confectionery market are:

short term of realization of products;
the complexity of large-scale logistics and long-distance delivery;
a huge number of types and subspecies of products;
complete dependence of producers on the quality of raw materials from suppliers (ingredient products);
consumption tradition home baking;
a wide selection of authentic, local raw materials for fillers (berries, fruits, nuts;
tight competition in the niche of inexpensive confectionery products and low competition in the segment of natural, high-quality, expensive products;
the prevalence of small businesses in the segment of fresh baked goods.

Now, as mentioned above, the Russian confectionery market is filled with low-quality cheap products, and finding a cake that is tasty, beautiful, and at the same time natural and safe for children's health is almost impossible.

On this dissonance, private traders survive who make cakes to order, small mini-bakeries, private pastry shops that work for 1-2 cafes or a couple of shops. Therefore, now the confectionery shop as a business is interesting and has a good prospect of income.

Experts comment on the market:

Alto Consulting Group in their study confectionery market Russia focuses on the constant and non-stop growth of piece trade. Number of items. produced on the territory of the Russian Federation is growing, consumption too. However, compared to the increase in prices in 2013, the current market, despite major changes in the ratio of currencies, has remained virtually unchanged. The quality of the ingredients is reduced, due to this, the retail price of a confectionery product, instead of a natural increase, is kept at the same level.

And now let's take a closer look at the prices themselves, broken down by the federal districts of Russia:

This picture demonstrates a hypothesis stating that the reduction in quality and cost of production releases a niche for high-quality fresh baked goods and / or complex confectionery products with a short shelf life. This is exactly the segment in which small businesses can thrive. We have already considered how to open a pastry shop or pastry shop from scratch in one of the articles, so we will not dwell on this moment, but will limit ourselves to the statement that this business is now promising in a number of ways:

large manufacturers work for the shaft, so they strive to maintain maximum sales times, which cannot be achieved using exclusively natural ingredients;
the need for high-quality, natural and safe goods, especially in the segment of children's products, remains more and more unfulfilled;
The market requires great flexibility from manufacturers, the ability to follow fashion and capture changing taste preferences, which large factories and concerns cannot technically implement or do it very clumsily and for a long time.

Here is the proof of the change in the structure of demand, as you can see from the graph below, the growth in the production of cakes and pastries is not long-term storage

Rice. 2. The number of tons of products by types of confectionery products produced in Russia for the period 2010-2013. Dynamics of market development in unit equivalent.

How the confectionery business works: a description of business models and a brief market analysis

As in any other segment, in the confectionery business there are several models that are implemented for the purpose of making a profit:

Model 1: Manufacture and sale of own products through a network of branded stores and / or contractors (a striking example is the Krasny Oktyabr Confectionery Factory, Moscow). The advantage of this model is direct communication with the consumer, and the disadvantage is high economic risks.

Model 2: Manufacture of products under the order of contractors (this is how the Lironas Confectionery Company, the Volga region, works). Plus models in reduced costs for the sale of products. but the downside is. that the manufacturer actually cannot track the buyer's reaction to a change in the assortment portfolio, prices. quality and does so through focus groups and research. which is also not cheap.

Model 3: Manufacture of products and sale through franchised customers. In this case, the manufacturer sells his products in stores operating under his trademark, for example, the Medobory confectionery shop, Crimea. The advantage of the model is that there are practically no costs for sales promotion and the creation of a distribution network, and the disadvantage is that the company's reputation cannot be controlled (if any of the franchised clients behaves inappropriately with the buyer, the manufacturer's image suffers).

In other words, you need to separate two business processes:

production of confectionery products and their sale. There are companies that combine these two processes.
manufacturing and wholesale, or wholesale and retail. There are enterprises that use only one process in full, and the second - in a truncated one.

Among the largest Russian manufacturers, one can also note such as: the confectionery factory KDV Yashkino (Kemerovo region), the confectionery group of enterprises "Konti", OJSC Lipetsk confectionery factory "Roshen", the confectionery factory "Akkond" (Cheboksary), OJSC "Craft Foods Rus" (Vladimir region), Chipita confectionery factory (St. Petersburg), Galan confectionery factory (Krasnodar Territory), ROT FRONT OJSC (Moscow).

Important points in the organization of the confectionery business are:

selection of a niche for the production / sale of products (today the snack group is filled, and an acute shortage is observed in the field of short-term storage cream products);
selection of a place and competent calculation of the turnover of a confectionery outlet;
choice of supplier.

It is on the choice of a supplier that I would like to focus attention. When a novice entrepreneur is about to plunge into the confectionery market, it is important for him to get a hot commodity. To do this, you need to understand what kind of products you would like to sell.

Confectionery products are products of daily demand: on average, each inhabitant of Russia in 2012 consumed 23 kg of sweets, of which 12 kg were sugary, and 11 kg were flour products. At the same time, about 18% of sweets are bought in Moscow.

Competition in the Russian confectionery market is high. Today, the industry has about 1,500 organizations in all regions of the Russian Federation and more than 15,000 local confectioneries (Rosstat data). enterprises producing 55 percent of the total annual turnover of products.

The largest segments of confectionery products in the Russian market:

chocolate candies - 21%;
all types of cookies (including crackers) - 20%;
cream products (cakes, pastries) - 8%;
bar and figured chocolate - 8%.

In the period 2010 - 2014, according to Rosstat, the share of imports is constantly decreasing and before the introduction of the food embargo in August, it was 12.2%. Domestic production, respectively, is about 87.8%. The main suppliers of sugary confectionery products to Russia (sugar products include sweets, caramel, toffee and dragees):

For thirteen years (2000-2013), according to Rosstat indicators, the demand for raw materials such as sugar has been showing constant growth, and since sugar is an integral ingredient in confectionery, experts tend to see a direct relationship with an increase in demand for ready-made confectionery. The growth dynamics averages 5% annually. Those. we can say that every year the consumption of confectionery products in Russia increases by 5% (both in value and piece equivalent).

Experts believe that by 2017 the market volume will reach $4.5 billion.

Since confectionery products are not essential products, the demand for them is driven by tradition and external market influences.

The structure of food expenses of an average Russian family includes about 9.5 - 15% of the costs related to confectionery. With the size of the food basket of 1 Russian family (3 people) in the amount of 9.5 thousand rubles, an average of 1,500 rubles is spent on confectionery products per month. If this figure is attributed to the number of households in Russia (52,707 thousand), then we get the nominal market volume: 79 billion rubles per month.

Analysis of the seasonality of the confectionery business

Seasonal fluctuations in demand for confectionery products are an objective reality in all areas of the market. This factor has a significant impact on both sales volumes and their structure. Therefore, a comparative analysis in this industry is most adequately carried out by comparing the same periods of the reporting and last years, since adjacent periods can radically differ in terms of the level of turnover, the structure of sales, depending on the influence of holidays, fasting, the holiday season, the appearance of substitutes (berries, fruits), etc.

Below are the seasonality coefficients calculated on the basis of base December - as the month with the highest turnover in the confectionery industry, due to the pre-New Year mood of the consumer (see Figure 1, Diagram 1).

Tab. 1. The index of seasonality of the confectionery business, due to traditional holidays and climatic features.

				Impact on consumer activity
				New Year according to the old calendar


				Easter, parent's day
				the appearance of the first seasonal berries
				Great demand for berries, fruits

				holiday season in coastal and tourist regions
September				holiday season in coastal and tourist regions

				weather demand
				New Year, corporate holidays

Periods with approximately the same level of buyer activity are highlighted with one color scheme.

Thus, the 1st phase of seasonality (orange) is characterized by increased demand, due to the presence of holidays. In this phase, February is weak due to the short monthly period.

Seasonal phase 2 (blue) is characterized by a sharp decline in demand until July, which is associated with Lent, the appearance of cheaper substitutes, and the onset of a warm period. In April, there is a change in the structure of production: the sale of cream products by weight decreases, the sale of flour products (Kulich) increases, which affects the turnover. This phase is most in need of marketing stimulation and maintenance of sales volume.

July (yellow) is a transitional month from phase 2 to phase 3 (green), characterized by a gradual increase in trade turnover and, accordingly, output. In terms of the seasonality coefficient, it is comparable with the 4th phase (yellow) of consumer activity observed in October, November, where the opposite trend is observed - a decrease in trade turnover and output due to the outflow of tourists from recreational areas, the absence of traditional public holidays until mid-December.

December (red) is the month with the highest turnover in the industry. These seasonal factors are average for the market as a whole.

Small business in the confectionery arena

The implementation of the confectionery business in the segment of private entrepreneurship is, as a rule, a cafe-confectionery. There are few options for implementing this format: a private trader can organize his own small production(confectionery shop for 100-300 kg per day) or purchase ready-made confectionery products from nearby suppliers.

The advantages of own production are direct contact with the consumer, the uniqueness of the offer and the ability to adapt the range to the needs of visitors. However, this is also the difficulty: in order to release a new type of product, the workshop must develop technological maps and change the production pattern. These are time and financial costs.

When purchasing products from a large supplier (or several), the exclusivity of the product itself is lost, but the risk of unjustified costs for the creation of production lines is leveled. In addition, this scheme is more quickly paid back.

Therefore, opening a confectionery cafe should be started with a fundamental decision: we produce it ourselves or we buy finished products from a large manufacturer. If an entrepreneur nevertheless decides to start his own mini-workshop, then the costs of a technologist, shift confectioners, equipment and storage facilities, where both finished products and blanks will be stored, should be taken into account.

It is warehouse storage that is often not provided for by novice businessmen, which leads to enormous problems: products are light, but very voluminous and capricious. For example. to accommodate 20-25 standard cakes, you need a rack with shelves 1.5 * 1.5 m in a cool place with a sanitary permit. And if we are talking about baking, then the cornerstone is the wear resistance of the equipment, since you cannot prepare such products for use.

Benchmarketing: Successful Examples of Implementing a Small Confectionery Business

Foreign models:

Ukraine

An unexpectedly interesting confectionery operates in the small Ukrainian town of Melitopol. Despite the provincial nature of the city itself, the confectionery surprises with sophistication, competent products, a wide coffee list and author's recipes:

Coffee house-confectionery "Bourgeois", Melitopol - restaurant project. This is a full-fledged coffee shop with its own confectionery shop. Interesting and refined products, classic interior and at the same time low prices (average bill $10-12).

France

CAFÉ POUCHKINE, Paris - patisserie in the style of an 18th century French palace. Visitors can choose from cakes with cream, honey, berries, fruits, jam, macaroons, custom-made cakes made from cream, sweets, powdered sugar. Average bill $5-25

DOMESTIC MARKET
MANUFACTURERS
CONFECTIONERY
RANGE OF PASTRY PRODUCTS

The article analyzes the current state of the confectionery market, presents the volume of confectionery production in Russia, the demand for confectionery, the dominant trends of recent years.

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 are distinguished by a high degree of nutritional value, excellent taste and smell, are easily digestible and are energy valuable 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, nutritional supplements, 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 the UK, Germany and the USA). The confectionery industry is developing quite actively. The rigid framework of 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 amounted to 3.5 million tons. The maximum growth of the indicator compared to the previous year was set in 2010 and gained 14%. In 2009, demand decreased by 9.5%. According to BusinesStat, the demand for confectionery products will grow between 2012 and 2016 and will reach 3.8 million tons in 2016. The largest part in the structure of demand for confectionery products is occupied by trade in 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 formed 3,288,112 tons. The reduction in the production of confectionery products in January 2015 compared to January 2014 decreased by 1.3%, which amounted 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 production volume (share of about 40.2%). Between 2012 and 2015, average producer prices for sweet biscuits increased by 31% (from 61,094 rubles/ton to 80,382 rubles/ton). The maximum rise in average producer prices was observed in 2013 with a growth rate of 10.8%. Average producer prices for wafers in January 2015 amounted to 109,550 rubles/ton. This ratio is 18.8% (or 17,262 rubles/ton) higher than in the same month of the previous year. In 2015, the average retail price for soft chocolate glazed sweets increased by 13% compared to the previous 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 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 of well-known brands, due to which the industry is growing. According to experts, about 64% of the total new production fell on the share of the chocolate sector, about 31% fell on the segment of sugar treats. In addition, products in mini-packs and oversized packages, which are designed according to the concept of "share with a friend", have gained high popularity in recent times.

Previously, Ukraine was the leader in bakery supplies to Russia: its share in the import of flour confectionery products in 2013 was 53.9%. 8 times less Russians bought food products 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 the 4th place in the structure of exports, their share is 11.4%, while in 2013 39.2% accounted for engineering products. According to the forecasts of Intesco Research Group, the presence of foreign goods on our market will not noticeably change in the medium term. 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. With the best outcome, the share of imports will not change (4.5%), and by 2016 it will add tenths of a percent. Due to the fierce competition in the market, manufacturers have to adapt to the desires of consumers, so many companies are expanding their product range, and every year they release 10 to 30 new products. At the same time, manufacturers strive to present not only varieties of existing markings, but unique products, some of them even claim to be innovative with their recipe, type of product, unusual fillings, and cooking technology. Basically, the development directions of the confectionery segment are similar to those in other departments of the food products market. It is popular to produce new products of already existing confectionery products. For example, rolls, waffle cakes, soft and “homemade” waffles have appeared in the field of wafer products. The main importers of confectionery products to the Russian market are Ferrero, Ritter and AVK. The problem that prevents the absolute replacement of the imported confectionery industry in Russia is the vulnerability of the confectionery market to increased imports of products from the CIS countries at reduced prices (90% of which is imported from Ukraine duty-free). Figure 2 shows the share of imported products in 2013 in 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 biscuits in Russia (its market share is 30-40% of the total sales of packaged biscuits). The trademarks of this company include "Jubilee", "Prichuda", "Barney", "Tornado", "Shokobarokko". One of the promising areas of the confectionery market is the “complication” of products by merging several types of confectionery: for example, cookies with a layer of marshmallow or marmalade, ice cream cake, marshmallow cookies (for example, “Choco-Pie” marshmallow cream biscuits). Orion company). Over the past few years, the segment of religious cuisine has expanded, separate lines and entire productions of related products have been launched, and the demand for products labeled Halal and Kosher has increased. The Tatarstan LLC “Company Yasen” produces cookies “Christian Lenten”, “Halal”, “Kosher Product”, vegetarian cookies. Today, on the shelves of many shops and supermarkets, you can also find confectionery products made according to Islamic requirements (Batyr and Yasmin cakes from the Rada confectionery factory, Honey and Ginger cookies from the Barakat company). Thus, confectionery enterprises are trying to meet the needs of all categories of consumers. For buyers, the naturalness of the product has recently become important. The Sladkaya Sloboda company focuses on the production of Rustic glazed cookies made from real village milk. The wrapper on the Tornado roll says "Contains Real Jam." Products with a low content of sugar and artificial impurities are entering the market (for example, the Eldorado collection of sweets from the Chandeni confectionery company or Halva Light without sugar from the Sladograd manufacturer).

Increasingly, manufacturers are creating confectionery products based on plant ingredients with the label “Can be consumed in fasting” (for example, oatmeal and butter cookies “Stuff” and “Posidelkino” from the manufacturer “Lubimiy Krai”). The fact is that during fasting, the demand for confectionery products decreases, therefore, the manufacturer is trying to prove in such a way that their products can be used during this period. The Russian confectionery market is saturated, especially in traditional segments (biscuits, waffles, dryers, gingerbread), has the ability to further expand the volume of domestic production and increase the attractiveness of the confectionery market due to its export orientation, which has been noted in recent years. For example, by 2013, the increase in exports was 40%. Today, Russian pastries are supplied mainly to Kazakhstan (up to 45%) and Belarus (13%). The Russian confectionery market is flourishing due to the gradual increase in the welfare of the population and per capita income, because the cost of confectionery products make up approximately 10% of the total food budget of the poor and 16% of the budget of the wealthy 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. - S. 384-390.
Kurbanbayeva D.F., Shmatko A.D. Development of infrastructural support for innovative activity // Bulletin of economic integration. 2012. No. 3. S. 65-71.
Shmatko A.D. Using quality management methods to ensure the competitiveness of innovative enterprises // Bulletin of economic integration. 2009. Vol. 1. S. 143.
Shmatko A.D. Development of infrastructural support for small business of higher education in the conditions of innovative economy // dissertation for the degree of Doctor of Economics: 08.00.05 / St. Petersburg State University of Economics and Finance. St. Petersburg, 2012.

The Russian confectionery market has undergone major changes since 2013. To find out the prospects for its development, let's look at the factors that influence the choice of sweets and what Russian confectioners offer consumers today. We will analyze the confectionery market over the past 4 years and identify the main trends.

Confectionery products are sweets that have a high nutritional value. They are beautifully decorated, have a pronounced taste. The composition of such products most often includes; sugar or its substitutes, fats, flour, stabilizers, dyes, starch, nuts, cocoa and other products.

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Confectionery products are divided into 3 groups:

chocolate: chocolate, bars, chocolates ;
sugary: sweets, caramel, marshmallows, marmalade, marshmallow, toffee, dragee;
flour: cookies, cakes, cakes, biscuits, waffles

Statistics show that on average a resident of Europe eats 6 kg of sweets per year. Russians are less likely to prefer sweet foods. According to expert estimates, in the period from 2014 to 2016, on average, one Russian had 4.5 kg of sweets per year. Until 2014, this figure was 5.1 kg.

An analysis of the confectionery market in Russia shows that the decline in demand is due to an increase in prices. In 2015, prices for raw materials increased, and confectioners raised their retail prices by an average of:

11% - sugary products;
15% - flour sweets;
26% - chocolate products.

Manufacturers of confectionery products in Russia have changed their approach to production during the crisis. To optimize costs and maintain sales levels, the following steps were taken:

the weight and size of packages and confectionery products has decreased;
new confectionery products appeared on the market. Instead of standard chocolate bars, they began to produce mini-formats.
confectionery manufacturers often position chocolates as a gift.

An analysis of the confectionery market in 2016 revealed that the demand for chocolate eggs with a toy is constantly growing. More and more companies are mastering this segment, and new confectionery products appeared on the shelves in 2016. Read more about the situation on the chocolate market.

An analysis of the flour confectionery market in Russia shows that until 2015 this market occupied one of the leading positions in terms of growth rates. A further decline in sales growth is due to a decrease in purchasing power. The exchange rate of the ruble fell, the incomes of the population decreased. The first item of savings among grocery products fell on confectionery. The decline in demand was felt more strongly by foreign manufacturers, because the price for their products increased several times. Buyers still choose sweets impulsively, but, as the analysis of the Russian confectionery market shows, they pay more attention to the price. Cost has become a key factor influencing the purchase decision.

Despite the time of crisis, parents are still ready to pamper their children by buying chocolate products with a toy for them. Most often, such confectionery products are made in the form of an egg, in which there is a container with a small toy. Market chocolate eggs with toys showed an increase of 8-10% until 2015. After 2015, the growth rate fell to 1.1%, and in 2016 it was only 0.3%.

Most of the population prefers eco-products. For example, chocolate without preservatives and with nuts as a filler. The Russian confectionery market responds to demand and adjusts the range of products.

Features of the confectionery market in Russia

The Russian confectionery market is characterized by a number of features:

a short period of sale of goods;
complex logistics due to long distances;
tradition of home baking;
a large selection of Russian raw materials;
high competition among manufacturers of confectionery products in the low price segment;
low competition in the premium segment;
the main producers in the flour segment are small businesses.

Confectionery business in Russia

According to Nielsen Russia, sales in the confectionery market fell by 2.4% in 2016. In 2015, the market contraction was only 0.1%. The sharp decline is associated with a shock rise in prices that occurred in 2015. Most likely, the decline continued in 2016, but its pace slowed down. In 2016, prices rose by 9.4% against an 18.4% increase in 2015.

The demand for chocolate bars and loose biscuits — by 10.6% and 11%. Prices for chocolate bars have increased due to the increase in the cost of raw materials. By weight cookies belong to the low price segment, but are not very popular among Russians. Manufacturers maintain interest in their products by introducing new confectionery products to the market and holding promotions at points of sale. This made it possible to increase sales of biscuits in packs by 0.8%, wafers - by 0.6%, marshmallows and marshmallows - by 1.7%.

Confectionery manufacturers: industry leaders

"Red October". The company produces more than three hundred types of sweets;
Rot Front. The manufacturer supplies the market with about 50 thousand tons of sweets per year.
"Babaevsky". This confectionery concern produces more than 129 items.
"Russian chocolate". The manufacturer sells its products in Russia and in countries near and far abroad.
"Yasnaya Polyana". The plant is part of the Red October group.

Confectionery manufacturers from Moscow are leading in the chocolate segment

Import and export of confectionery products in 2017

The volume of imports of confectionery decreased by about half. Imports of the chocolate segment fell by 27.6%.

An overview of the confectionery market shows that export volumes have remained at the level of previous years. However, the profit in monetary terms decreased, which was caused by the weakening of the ruble. Exports are affected by rising prices for basic raw materials such as sugar, cocoa beans, additives and other ingredients. An increase in export volumes is observed in the segment of flour products. It grew by 11.2% to 9.9 thousand tons in kind and by 4.1% in money terms. Showed growth chocolate products by 14.1% to 8.1 thousand tons and by 6.5% in monetary terms. The main export market for Russian confectionery products is China.

Branding agency KOLORO will develop an effective brand for Russian confectionery.

New trends in confectionery production:

The premium segment of the confectionery market demonstrates stable performance. The novelties of the confectionery market are due to the attempts of manufacturers to clearly segment the target audience and maintain attention to their products. In recent years, confectionery novelties have appeared on the market.

chocolate with an unusual taste. The popularity of this type of chocolate came to Russia from Europe. On the shelves in supermarkets you can find chocolate bars with lime, pepper, salt and other flavors that are unusual for the consumer.
bitter chocolate. There is a growing demand for natural dark chocolate with a high percentage of cocoa beans. The increased interest is caused by the boom in a healthy lifestyle. Manufacturers emphasize that dark chocolate has high antioxidant properties and is able to prolong the life of body cells.
confectionery for the elderly. Manufacturers have identified a narrow target audience, which they offer products with a special composition.

Forecast for the development of the confectionery market in Russia for 2018

We should expect that the confectionery market in Russia in 2017, despite the decline in sales, will show growth. It is driven by an increase in exports. However, according to the forecast of the Center for Confectionery Market Research, a decline in demand for products such as marshmallows, biscuits, marshmallows is possible. Today, the demand for the chocolate segment continues to fall, but consumer interest in products from this category is expected to increase soon.

The growth of the chocolate segment at the level of 1% per year until 2020 is possible due to the improvement of the economy as a whole. Sharp jumps in product prices are not expected. Manufacturers find new ways to attract customers: they develop an optimal pricing policy, bring new products to the market and package them in original packaging. This is good news for the confectionery market.

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