The Russian Beer, Cider & Pre-mixed Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185348

Pages: 86

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Beer, Cider & Pre-mixed Spirits market in Russia from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level

Introduction and Landscape
Why was the report written?
Marketers in the Beer, Cider & Pre-mixed Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Beer, Cider & Pre-mixed Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases with the economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Beer, Cider, and Pre-Mixed Spirits are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Lager, Beer & Ale, Flavoured Alcoholic Beverages, Cider, and Low Alcohol Beer &Lager.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Beer & Ale consumption is uniform across all age groups until Older Consumers, when consumption frequency decreases. The Older Consumers age group has no Heavy users and almost double the number of Non-Users as the Mid-Lifers age group.

Cider penetration in Russia is low, with Non-users accounting for over half the market in every age group. Furthermore, most consumers across all age groups fall in the Light user’s category, indicating that the level of acceptance of Cider in Russia is very small. Marketers need to create awareness about the product as a whole rather than focusing on brand building as brand consciousness comes secondary to product awareness.

The highest proportion of Heavy Flavoured Alcoholic Beverages users are in the Older Young Adults category and the lowest number in the Older Consumers age group. This shows that Flavoured Alcoholic Beverages are closely aligned to youth culture.

Key Highlights
There is a strong brand consciousness for Flavoured Alcoholic Beverages in the Russian market, with very low private label penetration. This is likely to continue as brand image is very important in consumers’ consumption choices of Beer, Cider, and Pre-Mixed Spirits.

Lager constitutes the largest Beer, Cider, and Pre-Mixed Spirits market in Russia, larger than all other categories combined. Cider is the smallest category in terms of both value and volume.

Consumption frequency analysis of Low Alcohol Beer & Lager indicates that the consumption pattern remains largely unchanged across all age groups, except among Older Consumers. Among Older Consumers the share of Heavy users declines whereas the share of Light users increases, identifying an opportunity for products able to increase the consumption frequency in this age group.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Beer, Cider & Pre-mixed Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Beer & Ale
3.2.2 Cider
3.2.3 Flavoured Alcoholic Beverages
3.2.4 Lager
3.2.5 Low Alcohol Beer & Lager
3.3 Behavioral Trends and Market Value
3.3.1 Beer & Ale
3.3.2 Cider
3.3.3 Flavoured Alcoholic Beverages
3.3.4 Lager
3.3.5 Low Alcohol Beer & Lager
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Beer & Ale
4.1.2 Cider
4.1.3 Flavoured Alcoholic Beverages
4.1.4 Lager
4.1.5 Low Alcohol Beer & Lager
4.2 Consumer Profiles by Product Category
4.2.1 Beer & Ale
4.2.2 Cider
4.2.3 Flavoured Alcoholic Beverages
4.2.4 Lager
4.2.5 Low Alcohol Beer & Lager
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Beer, Cider & Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Beer & Ale
5.2.2 Cider
5.2.3 Flavoured Alcoholic Beverages
5.2.4 Lager
5.2.5 Low Alcohol Beer & Lager
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Beer, Cider & Pre-mixed Spirits
6.1.2 Beer & Ale
6.1.3 Cider
6.1.4 Flavoured Alcoholic Beverages
6.1.5 Lager
6.1.6 Low Alcohol Beer & Lager
7 Consumption Impact: Market Valuation
7.1 Beer, Cider & Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Beer, Cider & Pre-mixed Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Beer, Cider & Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share in Beer, Cider & Pre-mixed Spirits of Organized Retail
8.2 Retailer Volume Share by Category of Organized Retail
8.2.1 Retail Share by Volume - Beer & Ale
8.2.2 Retail Share by Volume - Cider
8.2.3 Retail Share by Volume - Flavoured Alcoholic Beverages
8.2.4 Retail Share by Volume - Lager
8.2.5 Retail Share by Volume - Low Alcohol Beer & Lager
8.3 Profiles of End-Consumers of Beer, Cider & Pre-mixed Spirits, by Retailer Used
8.3.1 Auchan
8.3.2 Dixi
8.3.3 Lenta
8.3.4 Magnit
8.3.5 Metro Group
8.3.6 O'Key
8.3.7 Paterson
8.3.8 Sedmoi Kontinent
8.3.9 X5 Retail Group
8.3.10 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Beer, Cider & Pre-mixed Spirits Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2012
Table 6: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Beer & Ale Consumer Group Share (% market value), 2012
Table 11: Russian Federation Cider Consumer Group Share (% market value), 2012
Table 12: Russian Federation Flavoured Alcoholic Beverages Consumer Group Share (% market value), 2012
Table 13: Russian Federation Lager Consumer Group Share (% market value), 2012
Table 14: Russian Federation Low Alcohol Beer & Lager Consumer Group Share (% market value), 2012
Table 15: Russian Federation Total Beer & Ale Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Total Cider Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Russian Federation Total Flavoured Alcoholic Beverages Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Total Lager Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Total Low Alcohol Beer & Lager Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Russian Federation Beer & Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Russian Federation Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Russian Federation Cider Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Russian Federation Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Russian Federation Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Russian Federation Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Russian Federation Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Russian Federation Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Russian Federation Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Russian Federation Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Russian Federation Beer & Ale Consumer Profiles (% consumers by sub-group), 2012
Table 31: Russian Federation Cider Consumer Profiles (% consumers by sub-group), 2012
Table 32: Russian Federation Flavoured Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2012
Table 33: Russian Federation Lager Consumer Profiles (% consumers by sub-group), 2012
Table 34: Russian Federation Low Alcohol Beer & Lager Consumer Profiles (% consumers by sub-group), 2012
Table 35: Russian Federation Beer, Cider & Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Russian Federation Beer & Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Russian Federation Cider Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Russian Federation Flavoured Alcoholic Beverages Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Russian Federation Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Russian Federation Low Alcohol Beer & Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Russian Federation, Overall Beer, Cider & Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Russian Federation, Beer & Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Russian Federation, Cider: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Russian Federation, Flavoured Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Russian Federation, Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Russian Federation, Low Alcohol Beer & Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Russian Federation Beer, Cider & Pre-mixed Spirits Market Value (Russian Ruble million), by Category, 2012
Table 48: Russian Federation Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 49: Russian Federation Beer, Cider & Pre-mixed Spirits Market Volume by Category, 2012
Table 50: Russian Federation Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 51: Russian Federation Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 52: Russian Federation Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Table 53: Russian Federation Beer, Cider & Pre-mixed Spirits Expenditure Per Household (Russian Ruble), by Category
Table 54: Russian Federation Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 55: Russian Federation Beer, Cider & Pre-mixed Spirits Market Volume by Category, 2012
Table 56: Russian Federation Beer, Cider & Pre-mixed Spirits Consumption Per Capita by Category, 2012
Table 57: Russian Federation Beer, Cider & Pre-mixed Spirits Consumption Per Household by Category, 2012
Table 58: Russian Federation Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Table 59: Russian Federation Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 60: Russian Federation Cider Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 61: Russian Federation Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 62: Russian Federation Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 63: Russian Federation Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 64: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 65: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 66: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 67: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 68: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 69: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 70: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 71: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 72: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 73: Russian Federation: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2012
Figure 4: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Beer & Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Cider Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Figure 19: Russian Federation Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 20: Russian Federation Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 21: Russian Federation Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Figure 22: Russian Federation Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 23: Russian Federation Cider Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 24: Russian Federation Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 25: Russian Federation Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 26: Russian Federation Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012

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