Marketing research of the confectionery market. Need help learning a topic? Dynamics of the confectionery market in recent years and development trends

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The aim of the study is to study the process of making a purchase decision, the reaction to a purchase, the factors that determine the behavior of these consumers. In order for market analysis to be truly objective, it is necessary to adhere to scientifically based rules of procedure for polling, developed within the framework of the social sciences. Proper positioning of functional products ensures their successful promotion on the market. Biscuits (28%) are recognized as the most popular flour confectionery among the respondents, 25% of respondents buy waffles more often, 15% gingerbread, and only 5% buy cakes. As a result of the study, it turned out that the main reasons for the low demand for prophylactic products, from the point of view of consumers, are: the lack of awareness of the population about the medicinal properties of products, high prices, insufficient choice and unsatisfactory quality. Despite the insignificant interest of the respondents in the nutritional value of confectionery products, most of them consider it necessary to produce preventive products. Only 4% of respondents have a negative attitude to this issue. The motivation of respondents' preferences when making a purchase consists of the level of income, conservatism in demand, health status, limited choice, proximity to places of sale, appearance, etc.

Marketing

research

motivation

confectionery

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6. Tarasenko N.A. The use of dietary fibers obtained from sainfoin seeds in the production of wafer crisps. Food technology. - 2014. - No. 4. - P. 53–55.

7. Tarasenko N.A. Development of a new type of confectionery product - SPA-wafers // News of higher educational institutions. Food technology. - 2014. - No. 5–6. – P. 50–53.

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From the position of modern marketing, in order to operate more effectively in the market, the manufacturer needs to "create his consumer", know his preferences in choosing goods and better adapt to his requirements. To this end, we conducted a study of consumer motivations and preferences when choosing confectionery products.

The purpose of the study is the study of the process of making a decision to purchase, the reaction to a purchase, the factors that determine the behavior of these consumers. In order for market analysis to be truly objective, it is necessary to adhere to scientifically based rules of procedure for polling, developed within the framework of the social sciences.

For the development and implementation of new types of products, it is important to know the preferences of the population regarding the goods of a particular group, in particular flour confectionery and culinary products, the level of consumption of which in Russia is quite high. The share of products for preventive medical purposes is on average 8-10% in Russia. In addition, there is a tendency to increase the output of expensive products with a high content of fat and sugar, contrary to the main provisions of the theory of healthy eating.

Analysis of the flour confectionery market, as well as marketing research, make a significant contribution to the development of the production of these products.

As a result of one of these studies, it was found that the majority of respondents prefer to consume flour confectionery products several times a week (41% of men and 59% of women). Considering also that more than 20% of respondents consume these products daily, we can talk about the significant role of flour confectionery and culinary products in the nutrition of citizens. And it was also recorded that wafer products are more preferred by people over 55 years old.

To the question: “Would you consume flour confectionery and culinary products more often if they included healthy products?” 53% of men and 44% of women answered positively. This is especially welcomed by men under 25 (64%) and 45-55 years old (71%), as well as women 35-45 years old (70%). About 35% of respondents are not interested in the existence of useful products.

The importance of low-calorie flour confectionery and culinary products was noted only by 27% of men and 46% of women. Among them, women aged 25-35, as well as 45 years and older (more than 67% in each category) and men over 55 years old (37%) are especially attentive to this indicator.

In today's world, preventive foods are becoming increasingly important. In their production, special attention should be paid to consumer products.

Within the framework of state policy, the share of mass consumption products enriched with vitamins and minerals should be at least half of the total production. Flour confectionery products remain one of the staple foods of the majority of the population, so the creation of products that are not only food, but also have therapeutic and prophylactic properties is an important reserve for improving the health of the population. Proper positioning of functional products ensures their successful promotion on the market (Fig. 1). In this regard, studies of consumer motivations and preferences when choosing confectionery products are relevant.

Biscuits are the most popular (28%) flour confectionery, 25% of respondents buy waffles more often than gingerbread (15%), and only 5% buy cakes.

As a result of the study, it turned out that the main reasons for the low demand for prophylactic products from the point of view of consumers are: the lack of awareness of the population about the medicinal properties of products, high prices, insufficient choice and unsatisfactory quality.

Consumer opinions about the most significant indicators when purchasing preventive products are shown in Fig. 2.

Thus, the most significant criteria for buyers are freshness, taste and smell, and appearance.

Despite the insignificant interest of the respondents in the nutritional value of confectionery products, the majority of them (70%) consider it necessary to produce preventive products. Only 4% of respondents have a negative attitude to this issue.

Rice. 1. Dependence diagram of the attitude of respondents to preventive confectionery products

Rice. 2. Significance of properties of flour confectionery products for consumers

The motivation of respondents' preferences when making a purchase consists of the level of income, conservatism in demand, health status, limited choice, proximity to places of sale, appearance, etc.

Analyzing the data obtained, it was found that the main motive is the conservatism of consumer demand, in second place is the level of income.

At present, the consumer of confectionery tends to buy high-quality products of a wide range, without spending effort on finding places to buy, they purchase them in close proximity, not paying attention to the manufacturer.

Thus, the conducted marketing research of consumer motivations and preferences when choosing confectionery products led to the conclusion that public health can be ensured through an integrated approach to the selection of functional ingredients for the enrichment of confectionery products.

Based on all of the above, at the Department of Technology of Grain, Bread, Food Flavoring and Subtropical Products, flour confectionery products are being developed using functional food additives.

Thus, the authors studied the chemical composition and properties of dietary fibers obtained from the seeds of sainfoin, a plant of the legume family, and investigated the possibility of introducing dietary fibers in the production of a new type of flour confectionery - waffle crisps when replacing from 3 to 10% flour. It has been established that dietary fiber from sainfoin seeds reduces the moisture content of products and wetness, which can be explained by a significant increase in the density of the wafer dough with an increase in the dosage of fibers and a reduced moisture content of the additive itself, which has a reduced water absorption capacity. As a result, the dosage of 5% of fibers by weight of flour was chosen optimally and the formulation of wafer crisps "Health" was developed. The use of dietary fibers obtained from sainfoin seeds in the production of wafer crisps will make it possible to obtain products that have a positive effect on the physiological functions of the human body and enhance the taste and aroma of finished products.

The process of creating high-quality products that can best meet the needs of modern consumers requires a clear understanding of current market trends and the introduction of innovations. In this regard, scientists are conducting research to create a new type of wafers, namely SPA-wafers. SPA wafers are specially produced for use in water procedures in order to achieve maximum relaxation and for a general tonic effect. It has been established that the mineral water included in their composition, due to its healing properties, has a beneficial effect on health, well-being and improves vitality. When assessing the quality of finished products according to standard methods, physical and chemical indicators of the quality of control and prototype samples were determined. Experimental samples of spa-wafers prepared with the addition of functional ingredients differ from the control sample in terms of the main indicators, they completely lack sucrose and their protein content is twice as high, and they also have antioxidant and tonic properties due to the introduction of kola nut into the recipe and the phospholipid product Fais.

If we talk about the trends in the market of preventive products, then gradually, but surely, useful confectionery products are leaving the niche of special nutrition for educational, medical, health, and sports institutions. The fashion for a healthy lifestyle, as well as the desire of buyers to have the same model body proportions, comes into conflict with established eating habits, and manufacturers who can offer traditional products with improved, lightweight content win in this situation.

The publication was prepared within the framework of the scientific project No. 15-36-01235 of 06/03/2015 supported by the Russian Humanitarian Foundation "Social aspects and prevention of diabetes and obesity".

Reviewers:

Shazzo A.Yu., Doctor of Technical Sciences, Professor, Head of the Department of Technology of Grain, Bread, Food Flavoring and Subtropical Products, Kuban State Technological University, Krasnodar;

Ilyinova S.A., Doctor of Technical Sciences, Professor of the Department of Technology of Fats, Cosmetics, Commodity Science, Processes and Apparatuses, Kuban State Technological University, Krasnodar.

Bibliographic link

Tarasenko N.A., Baranova Z.A. MARKETING RESEARCH OF CONSUMER MOTIVATIONS AND PREFERENCES IN CHOOSING CONFECTIONERY PRODUCTS // Fundamental Research. - 2015. - No. 9-1. - P. 174-177;
URL: http://fundamental-research.ru/ru/article/view?id=38989 (accessed 20.04.2019). We bring to your attention the journals published by the publishing house "Academy of Natural History"

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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 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 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 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 loose biscuits had high taste qualities and it was immediately 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 foods” enriched with vitamins, low-calorie foods, 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 they 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 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 cookies in the form of a sandwich with nut, chocolate and milk fillings.

The Orion company specializes in the production of complex cookies. The best known are Choco-Pie chocolate-coated biscuits filled with mashmallow cream and Choco Boy chocolate-capped shortbread cookies in the shape of a fungus.

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:

JSC "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 main brands of sugar biscuits, the highest growth in market share was recorded by the most expensive brand - "Yubileynoye" with icing.

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

By the nature of production, sugar cookies are the most common today. The predominance of sugar 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 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 consumers to determine the quantity using the "probing" method.

Summarizing the analysis of the domestic market of 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 in large packages (250 - 300 grams) is practically free - 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.

The growth of the chocolate market over the past year tends to slow down. What is connected with its active saturation. In 2010, the domestic market increased by 13.4%, and in 2011 - only by 8% and amounted to 622 thousand tons. According to experts, the potential Russian chocolate market is more capacious than it is today, however, without appropriate support from the industry, it is difficult to achieve the maximum level of chocolate consumption in the country.

According to Rosstat, the volume of the consumer market in Russia is 22-25% of GDP, equal to 242.5 billion rubles. USD The share of confectionery in the structure of consumer spending in 2011 amounted to 2.33%.

Efact. grew up confectioner. market = Econ. of the market (billion $) x Expenses on confectionery in the total structure of expenses (%) = 242.5 x 0.0233 = 5.65 billion dollars. In rubles, the market capacity will be equal to 151.71 billion rubles (at the exchange rate of the Central Bank of the Russian Federation on October 22 2011 26.8510 rubles / dollars). (3)

Let's calculate the market capacity based on average per capita consumption.

According to Rosstat, the population of Russia in 2011 is 142.8 million people. The average annual level of consumption of chocolate products per capita is 4 kg.

Efact. confectioner. market = Population x Per capita consumption = 142.8 x 0.004 = 571.2 thousand tons. (four)

Calculation of capacity based on the consumption rates of a given type of product.

Chocolate within the normal range is a stimulant of brain activity in the part that is responsible for creative and intellectual activity. The daily norm of chocolate consumption, according to the Ministry of Health, is 25 grams per person. This is approximately 9.125 kg. in year.

Thus, we can say that the market has a great growth potential; capacity calculated on the basis of recommended consumption rates exceeds the actual capacity by 2.3 times.

According to experts, almost 95% of confectionery products are produced in Russia. The chocolate business is one of the most profitable in the world, so foreign investors are actively investing in this industry. The main producers of chocolate products are located in the North-West region. And the inhabitants of these regions consume up to 35% of these products.

Regional companies are not competitive with such national scale companies as the N.K. Krupskaya Confectionery Factory, Babaevsky, Bolshevik, Nestle. And this is primarily due to outdated production. The only opportunity for local producers is to unite and direct consolidated financial resources to modernize production and promote products.

Among the regional players that occupy significant shares on the scale of the entire Russian market, we can name the company "People's Enterprise Confil" (Volgograd), the Krupskaya Confectionery Factory (St. Petersburg) and KF "AKKond" (Cheboksary).

Leading Russian manufacturers: NK Krupskaya Confectionery, Babaevsky, Rot Front, Pokrov, Bolshevik, Rossiya, A. Korkunov, Udarnitsa.

Leading foreign manufacturers whose products are presented on the Russian market: Nestle, Kraft Foods, SladKo (the main shareholder is the Norwegian Orkla), Mars, Cadbury, Wrigley, Ferrero.

To conduct a competitive analysis, it is necessary to assess the capacity of the confectionery market.

Let's calculate the market capacity in real terms:

Efact. confectioner. market = Population x Per capita consumption = 16.9 x 0.004 = 67.6 thousand tons. (6)

Direct competitors of the confectionery factory "Confectionery named after N.K. Krupskaya" are: Odintsovo confectionery factory, which produces products under the brand name "A. Korkunov", JSC "Confectionery Concern Babaevsky", "Russia", "Roshen".

LLC "Odintsovo Confectionery Factory" manufactures products under the trademark "A. Korkunov". The enterprise has become the national brand of Russia this year. Since 1997 Until 1999, construction and equipping of a modern complex for the production of chocolate products was underway, ready to produce up to 8 thousand tons of high-quality chocolate per year. According to leading world experts, the quality of construction, technical and technological equipment of the factory fully complies with international standards. In September 1999 the factory produced its first chocolate products under the brand name "A. Korkunov".

Now about 900 people work at the Korkunov factory, the total area of ​​\u200b\u200bthe plant is 120 thousand square meters. m. In addition to the general production at the confectionery factory, there is an exclusive workshop for the production of expensive sweets. The retail price of such sweets is 80 USD. e. per kilogram, they are stored for about two weeks. The workshop produces from 150 to 300 kilograms of such sweets monthly, manual labor is used in production.

Confectionery concern "Babaevsky" - the oldest confectionery production in Russia - in 2004 celebrated its 200th anniversary. The history of the company began with a small confectionery workshop founded in 1804. She received the status of a factory under Alexei Ivanovich Abrikosov, a merchant of the first guild. Since 1880, the factory has become known in Russia and abroad as the "Partnership of AI Abrikosov and Sons". Today, Babaevka's products are in demand and appreciated all over the world. This is confirmed by the numerous awards and prizes for high quality presented at Russian and international exhibitions. Sweets "Squirrel", "Little Red Riding Hood", "Mishka in the North", chocolate "Inspiration" are familiar to many Russians since childhood. And natural bitter "Babayevsky" chocolate during the fasts is ordered by the hierarchs of the Russian Orthodox Church.

"Russia". The Rossiya chocolate factory produced its first product 28 years ago. The enterprise was erected in the shortest possible time and equipped with the most modern equipment for those times. In terms of its capacity, Rossiya ranked 4th in Europe. In its little more than a quarter-century history, the Samara Chocolate Factory "Rossiya" has known both ups and downs. The flagship of the food industry in Soviet times, the enterprise was on the verge of death at the beginning of market reforms, but survived and began to gradually increase momentum.

Samara factory "Russia" produces only chocolate and chocolates. The company is stable and profitable. It produces tons of sweet products per day. Sales are stable. At the Samara chocolate factory "Russia" there is a constant preparation for the annual advertising campaigns

For two years now there has been cooperation between Rossiya and Nestle. Relationships are for mutual benefit. For example, new equipment became much cheaper for a chocolate factory after they began to cooperate with the Swiss. Nestle has a long-standing partnership with the German-Swiss company Buhler, one of the world's most famous manufacturers of equipment for the confectionery industry. Now it is with the help of this company that the production park of the Samara chocolate factory "Russia" is being modernized.

ROSHEN Confectionery Corporation is the largest Ukrainian manufacturer of confectionery products. Carries out production at the factories of the enterprise - Kyiv, Vinnitsa, Mariupol and Kremenchug. An assortment of more than 200 types of sweets, chocolate, caramel, cookies, waffles, marmalade and cakes with a total production of up to 200 thousand tons per year. All confectionery products of the ROSHEN corporation factory are produced on the basis of natural high-quality products and are constantly being improved.

Modern technologies are being introduced into the entire recipe. Such sweets as cake "Kyiv", chocolate "Chaika", sweets "Kyiv Vecherniy", "Squirrel", "Hazel" and others are known and loved in many countries of the world. Roshen products can be found in Russia, Kazakhstan, Moldova, Estonia, Latvia.

The table presents a quantitative assessment of competitors (Table 2).

Producer market shares

The concentration index shows the share of the commodity market of several largest firms. Let's calculate the indices based on the table data:

Based on the data obtained, it can be argued that the market is moderately concentrated, because Ik3 and Ik4 ranging from 45 to 70 percent - the entry of new players to the market is not closed.

The Hershfindahl-Hirschman index, which is an indicator of the tension of the competitive environment, is calculated as the sum of the squares of the market shares of all market participants, in general, its volume (the shares of small producers are discarded, which will not have a significant impact on the value of the coefficient):

Therefore, we can say that the market is represented by several large manufacturers, but does not exclude the possibility of penetration of other firms - large players into it. The competitive situation is close to perfect competition.

Federal State Educational Budgetary Institution

higher professional education

FINANCIAL UNIVERSITY UNDER THE GOVERNMENT

RUSSIAN FEDERATION

"Marketing and Logistics"

Laboratory work

on the topic: "Marketing research of the confectionery market in the Russian Federation"

Moscow 2013

Work plan

Introduction

Conclusion

Applications

Research Methodology

Object of study:

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, flour-type oriental sweets, 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 "Konti Rus" (St. Petersburg). In the domestic market of sugary 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 to 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 of its own production, however, with the entry into the WTO, 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. The import duty on white chocolate will fall from 20% to 12% and will be no less than 0.15 euros/kg, while now it should not be less than 0.25 euros/kg.

Their rules impose obligations within the Customs Union: the duty on the import of candy caramel within the countries of the Union is currently 20%, by 2016 it should be reduced to 14%.

It should be expected that "Eastern" and "Western" sweets will flow into the country like a river. Domestic producers have so far managed to maintain volumes mainly due to the expansion of the range, 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 maintain 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.<#"center">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!

)Do you buy confectionery?

)How often do you buy confectionery?

·Every day

·Once a week

·2-3 times a week

4-6 times a week

· Less than 1 time per 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

· Appearance of the package

Product price

·Compound

·Manufacturer

· Trying a product of the same type from different manufacturers

· Buy new items

· Do not eat confectionery

4)What types of farinaceous products do you prefer?

·Cookie

Cakes

waffles

· Cupcakes, rolls

Gingerbread

biscuits, crackers

Other

5)What types of sugary products do you prefer?

·Candies

·Chocolate

·Potato

Jam, paste

Marmalade

· Chewing gum

Other

6)Which confectionery companies do you most often purchase?

·Mars

RotFront

Babaevsky

·Bolshevik

·Cracker

·Russia

Some information about the interviewee.

)What's your gender

·husband.

female

8)Your age is ______________ full years

9)Place of residence _________________________

___________________________________________________________

Socio-demographic portrait of respondents

No. Socio-demographic characteristics of respondents Share in the total sample, %1 Gender - total 100 men 20 women 802 Age - total 10018-236023-5030 Older than 50103 Place of residence - total 100 Moscow

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