Marketing research of the confectionery market. Publishing House "Sphere": What are the results of the country's confectionery industry? Where are the main production facilities located? Which enterprises have the largest output volumes? Finance and credit

* Calculations use average data for Russia

1. INTRODUCTION

Confectionery products are high-calorie and easily digestible food products with a high sugar content and pleasant taste and aroma. Usually produced using the following ingredients: flour, sugar, honey, fruits and berries, milk and cream, fats, eggs, yeast, starch, cocoa, nuts and so on.

Confectionery can be classified as follows:

• group sugary

o Meringues - baked beaten egg whites

o Jam, marmalade, marmalade - fruits or berries boiled in sweet syrup; flower petals, some vegetables can also be used

o Grillage - sweets made from caramelized sugar with the addition of crushed or crushed nuts

o Jelly - a sweet dish made from fruit or berry juices with sugar and a gelling agent

o Marshmallow, marshmallow - a sweet piece of fruit mashed with sugar and beaten egg white

Trending Product 2019

Thousands of ideas for quick money. All world experience in your pocket..

o Candy, toffee, caramel, lollipops - small sweets of various shapes made from caramelized sugar, chocolate, molasses, condensed milk and other ingredients

o Chocolate is a confection made from ground cocoa beans and various fillings

• Group of flour

o Biscuits and waffles - piece dough products; waffles consist of several layers of dough, smeared with filling; cookies may or may not contain filling

o Sweet pies, pies, cheesecakes, rolls - bakery products made from yeast, puff, unleavened, rich and other types of dough, of various shapes and sizes, with and without filling, baked or fried

o Gingerbread - hard baked goods made from flour, honey and spices

o Cakes, pastries - desserts from biscuit, custard, puff, shortcrust pastry with cream, candied fruits; usually have a nice finish

Traditional confectionery, as a rule, have a high nutritional value due to the content of a large amount of carbohydrates, proteins and fats.

2. MARKET ANALYSIS

A distinctive feature of the market confectionery in Russia is the high quality of the theoretical and practical base, which is a direct legacy of the USSR. Even taking into account the tendency to reduce the cost of mass production, the quality of Russian products is much higher than the quality of Western counterparts.

The features of the Russian confectionery market include:

Short lead time for products

Difficult logistics due to long distances and quality of transport infrastructure

Complete dependence of manufacturers on the quality of the raw materials used (however, this is typical not only for Russia)

The tradition of consumption home baking

A wide selection of local raw materials for fillers, and in each region it can be unique berries, fruits, etc.

High level of competition in low price segments and its almost complete absence in the premium segment

In the baking segment, the main players are small businesses

There are several business models used today by market players:

Production of confectionery products and their sale through own retail chains (or through counterparties) - while the revenue is maximum, but both costs and financial risks are high

Production of products to order ("white label") - due to this, the costs of implementation are reduced, but there is no direct communication with the consumer, which makes it difficult to respond to the requests of the end client

Production of products and its sale through a franchise network is a plus here in minimizing sales costs, but there are reputational risks associated with the franchisee's action

The Russian confectionery market was one of the leading in terms of growth until 2015. The negative impact, as well as on other sectors of the economy, was exerted by macroeconomic factors, the weakening of the ruble, and the decline in real incomes of the population. All this led to a decrease in demand for confectionery. With more than 50% of household income spent on food, the demand for non-essential goods is significantly reduced. First of all, this concerns imported products - chocolate and flour, the cost of which has increased several times due to the weakening of the ruble. The volume of imports of all types of confectionery fell at least twice. Imports of chocolate and products containing cocoa fell by 27.6%.

Export volumes in physical terms remained at the level of previous years, but at the same time decreased in monetary terms, again due to the depreciation of the national currency. The limiting factor, including for exports, was the rise in prices for the main raw materials - sugar, cocoa beans, additives and other ingredients. In some segments, however, there is an increase in export volumes. For example, the export of flour products increased by 11.2% to 9.9 thousand tons in kind and by 4.1% in money terms; chocolate products - by 14.1% to 8.1 thousand tons and by 6.5% in monetary terms. China has become a major export market; until 2016, it was in seventh place in the purchase of Russian chocolate products and in tenth place in the purchase of flour products; in 2016, he came in second in all positions.

The result of the changes that have taken place in the market has been a decrease in the consumption of chocolate without additives, various cakes and pastries; the volumes of production of flour confectionery products with a long shelf life, caramel and chocolates increased. One of the drivers of growth in this segment was the increase in exports of these types of products. Also, the growth of the segment was affected by a shift in demand towards cheaper products - cookies, muffins, waffles, rolls, gingerbread. Their sales grew in physical terms in 2015 as follows: cookies - by 6%, gingerbread - by 7%, waffles - by 9%; in monetary terms: cookies - by 21%, gingerbread - by 24%, waffles - by 25%.

Ready-made ideas for your business

The increase in prices for confectionery products of all kinds in 2015 averaged 24%. The price growth leaders were sugar confectionery – chocolate (+38%) and caramel (+35%). This caused a shift in demand towards cheaper products. According to Rosstat, a kilogram of cookies in 2016 cost an average of 140 rubles, a kilogram of gingerbread - 118 rubles, and chocolate and chocolates - 752 rubles and 570 rubles, respectively.

The rise in prices for sugar, as one of the main components of confectionery products, amounted to 9% only in the first months of 2016 (the cost of futures) and amounted to $0.14 per pound. This growth was a record for the last 23 years. The reason for this growth was the statement of the International Sugar Organization about the predicted shortage of sugar due to adverse climatic conditions.

The logical consequence of increasing the price of ingredients is the search for cheaper substitutes and economical formulations. Producers cannot fully translate the increase in prices for raw materials into selling prices, passing on the growing costs to the consumer. Thus, the profitability of production is reduced.

Ready-made ideas for your business

It is noteworthy that, according to the forecast of the Center for Research confectionery market, in a number of stable segments today (cakes and pastries, individual segments of marshmallows, marshmallows, marmalade, cookies, waffles) the situation is expected to worsen. At the same time, segments that are currently in a state of decline (chocolate, chocolate candies) will be restored soon.

The level of well-being of the population largely influences the formation of demand for chocolate products. Accordingly, the reduction in real disposable income had a negative impact on this segment of the Russian confectionery market. According to experts, sales in this segment from 2014 to 2016 decreased by 12% in real terms; per capita consumption decreased from 5.1 to 4.5 kg per person.

Figure 1. Consumption of confectionery products by category in 2012-2016, kg/person

In 2015, the retail price of sugary confectionery products increased by 11%, and biscuits and waffles by 15%, while chocolate prices increased by 26%. An important factor is the presence of a large number of brands in the economy segment in the segment of biscuits and sugary products, and their almost complete absence in the chocolate segment.

As measures to stimulate demand, manufacturers began to use the reduction of packaging in size and weight. The weight of the piece products themselves has also been reduced. Some manufacturers began to master new formats for themselves, for example, chocolate bars instead of tiles. The positioning of chocolates as a gift with the appropriate packaging design has also become characteristic. Thanks to such marketing activities, market leaders managed to maintain their positions.

Ready-made ideas for your business

The only category in the chocolate segment that continues to grow is chocolate products with toys for children. This format is mastered by all new manufacturers who have not previously worked in it. The growth in demand is due to the fact that even with a decrease in solvency, parents are not ready to save on their children. Market chocolate eggs with toys grew by 8-10% per year until 2015, in 2015 the increase was 1.1%, in 2016 - 0.3%.

In the future until 2020, experts predict the growth of the chocolate segment at the level of 1% per year in real terms. It is expected that the main growth driver will be the stabilization of the country's economic condition. Price growth in this segment is expected mainly due to inflation, which means that there will be no sharp jumps. In addition, the Russian chocolate market has not yet reached saturation, which creates prerequisites for its active growth in the long term.

On the other hand, market pressure is expected healthy eating, to which chocolate usually does not belong (with rare exceptions - for example, dark chocolate without additives). This means some shift in demand towards various cereal bars, biscuits enriched with fiber and vitamins and other similar products.

Among the market trends, a stable state of the premium segment of the confectionery market is noted. In particular, this is confirmed by the appearance of new products in the segment. For example, against the background of a significant part of the population's passion for healthy and environmentally friendly food from natural ingredients, novelties such as chocolate using honey instead of sugar are emerging, making it a "healthy" food according to manufacturers. Such products also do not contain preservatives, cocoa butter substitutes and other additives. Nuts, berries, fruits, various seeds, spices and essential oils are used as fillers.

World craze unusual flavors chocolate reached Russia. Some niche manufacturers have begun to offer chocolate with chili, lime, sea ​​salt, coffee and other non-standard additives.

The confectionery market has a pronounced seasonality, which affects sales volumes and financial results. For example, the maximum level of demand is observed in December, which is caused by the preparation for the New Year, the purchase of corporate gifts. If we take December indicators as one, then the first half of the year shows a reduced demand for products - at the level of 0.60-0.65, in July-September demand increases to 0.80-0.85, and in October-November it decreases to 0, 78-0.80.

The current market trends include, first of all, the course towards the creation of environmentally friendly and quality products. Environmentally friendly products are products made from natural, environmentally friendly ingredients that comply with international standards and quality requirements. The fashion trend, which experts note, is the interest of consumers in traditional local sweets and, at the same time, the desire to know the place of origin of the main ingredients - for example, cocoa in chocolate products.

Demand for premium products is growing even in times of crisis. This can be explained by the fact that the exactingness of consumer tastes is growing, and in this price segment the largest number new products and simply unusual products that are interesting to the consumer.

In the context of healthy eating, the popularity of dark chocolate is growing, which, according to advertising companies its producers, is a powerful antioxidant, relieves stress, prolongs the life of cells, is a supplier of endorphins. In this segment, the trend is to produce products under the slogan "healthy nutrition".

A new global trend, which has not yet shown itself well in the Russian market, is the production of confectionery for older customers. They can also be categorized healthy food, however, their composition differs significantly from other products in this category.

Legislative regulation also affects the growth of the market. In particular, the analysis of world markets shows that a serious impetus to the development of production was given by bans on products using trans fats, which are harmful to human health. The second favorable legislative factor was the approval of the use of stevia in the European Union - a natural sweetener for diabetics.

According to analytics, the demand for energy products with a high content of vegetable protein is increasing.

25 people are studying this business today.

For 30 days this business was interested in 24133 times.

Profitability calculator for this business

According to forecasts, the total volume of containerboard production in Russia in 2017 will be 3,976 thousand tons, which is 5.6% more than in 2016.

With low competition, the cost of entering the household waste recycling market is quite high - from 2 million euros for opening a waste sorting complex and from 20 million dollars for building waste...

Legislative restrictions on the purchase of foreign software have become significant for the IT industry in Russia. Against this background, Western vendors began to use the dumping policy, which also contributed to...

The development of the mobile application market is facilitated, firstly, by the constant growth in the performance of mobile devices, and, secondly, by the growth in the availability of the Internet, including mobile, an increase in the speed...

Market growth by 2020, according to experts, may be five times the volume of 2014.

Metaphorical associative maps (MACs) are increasingly flooding the consulting services market and are increasingly being used by people for personal use, regardless of the type of activity. In this article...

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.

Branding agency KOLORO will design or carry out packaging!

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. The market for 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.

Demand for chocolate bars and loose biscuits dropped sharply – 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

1. "Red October". The company produces more than three hundred types of sweets;
2. Rot Front. The manufacturer supplies the market with about 50 thousand tons of sweets per year.
3. "Babaevsky". This confectionery concern produces more than 129 items.
4. "Russian chocolate". The manufacturer sells its products in Russia and in countries near and far abroad.
5. "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. Chocolate products showed an increase of 14.1% to 8.1 thousand tons and 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.

Branding agency KOLORO will develop a unique or redesign packaging. We know how to attract the attention of consumers to your products.

In 2017, the consumption of confectionery products amounted to 3,496.3 thousand tons, which is 4% higher than in 2016. The positive dynamics is not associated with a significant reduction in the cost of raw materials needed for the manufacture of products, as a result of which manufacturers managed to improve and expand their range in accordance with new consumer preferences (bitter chocolate, low-calorie products, unusual confectionery fillings, etc.). Basically, the dynamics of the market is significantly affected by the segment of chocolate and chocolate products, which occupies 50% of its volume.

According to a study by websitessia, the Russian market consists of 93.1% of domestic products. About 11.5% of the total volume of manufactured products was exported in 2017, mainly to Kazakhstan and Belarus.

Apparent confectionery consumption

In 2014-2015 against the backdrop of a reduction in real incomes, the population switched to a savings model of consumption, there was a reorientation of demand for cheaper food products, including economy-segment sweets. Chocolate and chocolate products, which are the most popular types of confectionery, have been replaced by cheaper confectionery products that do not contain cocoa, and flour confectionery products with a long shelf life (cookies, waffles, gingerbread, etc.).

According to the results in 2016, the market volume increased by 1.7% to 3,317.6 thousand tons. In 2017, the volume of consumption of confectionery products amounted to 3,372.8 thousand tons, which is another 4.8% higher than the level of the previous year.

In value terms, the market showed stable growth during the period under review. In 2015-2017 market growth accelerated and reached a peak volume of RUB 1,372.1 billion. in 2017 against the background of a significant increase in prices for confectionery products.

Currently, despite the lack of growth in real incomes of the population, there is an increase in demand for high-quality products in the middle and premium segments. This is due to the growing popularity proper nutrition and a healthy lifestyle increases the demand for sugar-free chocolate and dark chocolate with a cocoa content of more than 85%, gluten-free desserts, products made from unrefined flour.

It is assumed that in the medium term, the growth in consumption of confectionery products in the Russian Federation will average about 1% annually due to the adaptation of producers and consumers to the current economic situation.

The volume of aggregate supply in the confectionery market in 2013-2018(O) and forecast for 2019-2025, thousand tons (under the base development scenario)

The structure of the confectionery market: production, export, import, consumption

The bulk of the Russian confectionery market is formed mainly by Russian-made products, which currently account for 92.6%.

Until 2014, the share of imported confectionery on the market was 12%. However, in 2014-2015 its share fell to 5.6% due to a significant increase in the cost of foreign products due to the depreciation of the ruble, an increase in prices for confectionery raw materials (sugar, flour, cocoa products, fats) and a reorientation of the consumer to cheaper domestic products.

After declining in 2015, exports of confectionery products show rapid growth in 2016-2017, driven by increased activity of producers and exporters, development of trade in new directions, and the opening up of the Chinese market for domestic producers. Belarus and Kazakhstan traditionally stand out among the importing countries (about 40% of all export deliveries), and over the past few years, China has taken the lead.

Russian manufacturers are expanding their product range and developing new segments, adjusting to the changing interests of consumers. Export volumes are expected to continue to increase in the medium term.

Dynamics and structure of the confectionery market in 2013-2018(O) and forecast up to 2025, thousand tons (under the base development scenario)

Structure of consumption by federal districts

In 2016, the largest share in the structure of consumption was occupied by the Central and Volga Federal Districts (26.7% and 19.9%, respectively). This is followed by the Siberian Federal District with a share of 13.2% and the Southern Federal District with a share of 11.2%. The current structure is formed largely due to the needs of the Central and Volga Federal Districts, population growth and effective demand.

At the end of 2017, there were no significant changes in the structure of consumption of confectionery products: the Central and Volga Federal Districts remain the leaders (26.7% and 20.2%, respectively).

Structure of consumption of confectionery products by federal districts in 2013-2018(O)

Confectionery Market: Development Forecast

In the medium term, the confectionery market will not suffer major changes and will show stable growth at the level of 1-2% annually, which is due to continued recovery processes. Due to this, in 2018, consumption is expected in the amount of 3,597.9 thousand tons.

The development of the market will primarily be determined by the real income of the population, which affects the level of demand from the end consumer, as well as the prices for raw cocoa and the policy of the Russian Federation regarding the import of raw materials needed for the production of confectionery.

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 commodity 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 on 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

In the structure of imported flour confectionery traditionally the largest share is occupied by butter biscuits. This category includes Gingerbread Cookie, biscuit cookies, cookies - sandwiches and cookies in chocolate. 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 enterprises in Ukraine, 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 recent years there has been 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 price difference (loose biscuits are much cheaper) and the absence of a single Russian leader offering its products throughout Russia in the loose biscuit segment. 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 spend 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 very well Soviet times when placer biscuits 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 market for packaged biscuits is more concentrated than for 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 targeted at more affluent segments of the population compared to loose biscuits, the consumer is willing 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 biscuits have a wide range, which is due to the presence of a large number of different varieties of biscuits. 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 sandwich-type BisQuick cookies with various fillings: vanilla, strawberry, cocoa, "boiled condensed milk". The Bolshevik confectionery factory 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 cookies 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, the following companies can be distinguished among the main Russian manufacturers:

OJSC "Bolshevik" (Moscow) is a leading manufacturer and distributor of confectionery products. The trademarks of this company include "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.

United Confectioners Holding is the largest confectionery holding in Russia, uniting more than a dozen food industry enterprises in 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 extrusion finished products, 90% 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. They are used in the manufacture of premium sweets, chocolate and ice cream from well-known Russian and foreign manufacturers (Cadbury, Nestle, 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 (candies in boxes, chocolate bars, bars, candies by weight, packaged candies by weight);

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. The holding's production capacities allow to produce up to 60,000 tons of confectionery products 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 the 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 production, while in the production of the so-called jigsaw biscuits (typical representatives - kurabye, glagolitic, etc.) are used small productions(up to 1.5 thousand kg per shift). That is why there is a predominance of only a few trademarks manufacturers of sugar cookies, the most famous of which is JSC "Bolshevik". 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 biscuit package 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 biscuits.

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 package 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, an increase in the role of quality and appearance manufactured products.

Until 2015, the Russian confectionery market was one of the most actively developing segments of the consumer sector of the economy. Recently, however, the share of lovers of sweets began to fall sharply. The consumption of imported confectionery, primarily chocolate and flour products, decreased the most. According to the study of the bakery and confectionery market conducted in September 2016, compared to 2013, the share of buyers cream products in Moscow decreased by 19 p.p., and the share of buyers of small-piece confectionery products (cookies, dried gingerbread) - by 5 p.p. (Fig. 1)

Picture 1. Purchase of confectionery products in 2013 and 2016, % of respondents

Why is this happening?

The first reason that lies on the surface is the reduction in consumer spending by Russians due to the weakening of the ruble, the reduction in household incomes and rising consumer prices. Thus, according to the Center for Research on the Confectionery Market, in 2015, prices for confectionery products increased by an average of 24% in Russia as a whole.

The second trend, which, according to market experts, affects consumer activity, is the desire of an increasing number of Russians to bake bakery products on their own. In this regard, there was an increased demand for the purchase of ingredients for baking.

The desire of consumers to lead a healthy lifestyle, and manufacturers - not to lose their customers leads to a change in the positioning of confectionery and bakery products. The most common statements that accompany New Product on the global market, the following: “no additives and / or preservatives”, “low and / or free of allergens”, “whole grain”, “gluten free” and others. On the Russian market, there are such statements as “supporting a healthy condition and heart function”, “easy to use”, “eco-friendly packaging”, “to normalize digestion”, “for weight loss”, “non-GMO”, “enriched with protein” and others .

Also, more and more often specialized (for a specific group of people) bakery and confectionery products appear on the shelves of Russian stores and are in demand, for example, for pensioners or people with a certain type of disease.

Sweet satiety will not soon be full

As noted above, compared with 2013, the share of buyers of small-piece products decreased from 57% to 52%. It is important to note that the vast majority of Muscovites surveyed are still more likely to buy small-piece confectionery products in packages, rather than by weight. Women and youth continue to be more active buyers of these products. Also, women are generally more aware of confectionery manufacturers than men.

If we talk about the preferences of Muscovites in terms of types of confectionery, cookies, as in 2013, remain the most purchased in the capital - they are chosen by 76% of the surveyed buyers of "small things" (Fig. 2). It should be noted that for many types of confectionery there is a decrease in the share of buyers. Thus, Muscovites are less in demand for dried bread and bagels (-8 p.p.), marshmallows (-5 p.p.) and oriental sweets (-7 p.p.).

Figure 2. Preferences by types of small-piece confectionery products, % of the number of buyers

What's with what? It is possible to single out separate groups of small-piece confectionery products, the purchase of which is typical for the same consumers. For example, most often they buy marshmallows, marmalade and marshmallows together. Gingerbread cookies are purchased together with cookies, waffles and muffins. If Muscovites buy dryers, bagels, then there is a high probability that they will also buy sweet crackers. Oriental sweets are purchased by those who love cookies and waffle cakes. The results obtained indicate the interchangeability of certain small-piece confectionery products included in one group, which in particular can manifest itself in a situation of joint purchase of specific types of products, as well as an alternative to others.

As for the places to buy confectionery, the following picture is observed here: supermarkets and hypermarkets are becoming an increasingly popular place to buy sweets. In 2013, 57% of the surveyed Muscovites purchased “small things” there for themselves and their families, today this share has grown to 69%. At the same time, there is a decrease in the share of buyers of confectionery products in convenience stores: 18% against 34% in 2013 (Figure 3).

Figure 3 Places of purchases of small-piece confectionery products, % of small-piece buyers

If we talk about the level of expenses of Muscovites for one purchase of small-piece confectionery, then, according to data for 2016, 66% of respondents spend no more than 300 rubles at a time, which is comparable to the data of a study conducted in 2013.

It is also interesting that over the past 3 years the level of confidence of Muscovites in Russian manufacturers confectionery products (from 52% in 2013 to 63% in 2016). Moreover, this happened not due to an increase in distrust towards foreign manufacturers, but due to a decrease in the proportion of those who answered “it's hard to say, it depends on the specific brand”.

If they don't have bread, let them eat cake!

The share of buyers of cream confectionery products has significantly decreased compared to 2013. However, this had little effect on the frequency of buying cakes and pastries, on the contrary, the share of those who bought pastries several times a week increased by 6 p.p. and at the time of the survey was 12%.

The main place to purchase cream products, as well as “small things”, is retail chains - it is chosen by 62% of buyers of cream products. Manufacturers' branded stores are less popular, where 16% of the respondents buy these products, and no more than 7% of respondents buy them in specialized confectionery stores and bakeries.

Consumers of cakes began to purchase products that are lighter in weight: 45% of the Muscovites surveyed weighed less than a kilogram of their last purchase, while in 2013 the share of such purchases was 34%. The reason for this decline can be explained, at least, by the fact that cream cakes, which have the smallest volume, require more significant costs from buyers.

Figure 4 Weight of last purchase cream cake, % of buyers of cream products

At the same time, the cost of the average purchase of cakes increased significantly compared to 2013 (by 23%) and amounted to 611 rubles. As for cakes, on average, Muscovites spent 241 rubles on the last purchase of this product.

The most recognizable and bought products in Moscow are products manufactured under the U Palycha brand (Company M LLC, Samara), - 91% of buyers of cream products know this brand, and 55% have purchased it over the past 6 months. The products of KF Oktyabr LLC (Moscow region) and Fili-Baker LLC (Moscow) are also highly recognizable - they are chosen by 74 and 67% of respondents, respectively (Figure 5).

Figure 5 The fame of manufacturers of cream confectionery. TOP-10, % of buyers of cream products

Existing trends in the consumer market, namely: rising prices, lower consumer spending and household incomes, focus on healthy and healthy foods, affected the purchasing preferences of Muscovites and had a negative impact on the market of confectionery and bakery products in general. But, despite some negative wave, such an atmosphere always leads to new discoveries, expanding the range, improving product quality.

The study was conducted by telephone survey among Muscovites aged 18 to 60 who buy bakery and confectionery products in May-June 2013, 938 people were interviewed, in September 2016 - 1205 people.