The Russian Hot Drinks Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185339

Pages: 65

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Hot Drinks 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 Hot Drinks 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 Hot Drinks 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 proportionally to 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. Hot drinks 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: Coffee, Tea, and Other Hot Drinks.

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
The Russian Hot Drinks market is dominated by Tea and Coffee, with the Other Hot Drinks category accounting for a low market share of less than one-fifth.

Private labels account for a small market penetration across the Russian Hot Drinks market, their largest share being in the Other Hot Drinks category. Private labels' penetration is expected to grow as the Russian organized retail market consolidates and follows trends evident in Western European and global retail.

Marginally more women consume tea in Russia than men. This pattern is also repeated in Coffee and Other Hot Drinks.

Key Highlights
Coffee consumption increases as consumers get older, peaking among Pre-Mid-Lifers, who also record the highest proportion of Heavy users. In addition, the low numbers of Light Pre-Mid-Life consumers of Coffee makes this a key target demographic, as those who do consume do so strongly.

Indulgence is the most important trend in Russian Coffee consumption, followed by Personal space and time. This shows that there is great value attached to Coffee products able to provide a relaxing, quality experience.

Analyzing the Hot Drinks market by wealth group reveals that it is the Hard Pressed and Moderate income groups that consume the largest shares of the Hot Drinks market by value. As wealth increases, the low number of consumers in more affluent wealth groups means they account for less of the market.

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
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 Hot Drinks 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 Coffee
3.2.2 Other Hot Drinks
3.2.3 Tea
3.3 Behavioral Trends and Market Value
3.3.1 Coffee
3.3.2 Other Hot Drinks
3.3.3 Tea
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Coffee
4.1.2 Other Hot Drinks
4.1.3 Tea
4.2 Consumer Profiles by Product Category
4.2.1 Coffee
4.2.2 Other Hot Drinks
4.2.3 Tea
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Hot Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Coffee
5.2.2 Other Hot Drinks
5.2.3 Tea
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Hot Drinks
6.1.2 Coffee
6.1.3 Other Hot Drinks
6.1.4 Tea
7 Consumption Impact: Market Valuation
7.1 Hot Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Hot Drinks 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 Hot Drinks 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 Hot Drinks of Organized Retail
8.2 Retailer Volume Share by Category of Organized Retail
8.2.1 Retail Share by Volume – Coffee of Organized Retail
8.2.2 Retail Share by Volume - Other Hot Drinks of Organized Retail
8.2.3 Retail Share by Volume – Tea of Organized Retail
8.3 Profiles of End-Consumers of Hot Drinks, 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 Hot Drinks Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Hot Drinks Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Hot Drinks Value Share (%), by Gender, 2012
Table 6: Russian Federation Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Hot Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Hot Drinks Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Hot Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Coffee Consumer Group Share (% market value), 2012
Table 11: Russian Federation Other Hot Drinks Consumer Group Share (% market value), 2012
Table 12: Russian Federation Tea Consumer Group Share (% market value), 2012
Table 13: Russian Federation Total Coffee Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Russian Federation Total Other Hot Drinks Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Russian Federation Total Tea Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Russian Federation Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Russian Federation Other Hot Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Russian Federation Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Russian Federation Tea Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Russian Federation Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Russian Federation Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 23: Russian Federation Other Hot Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 24: Russian Federation Tea Consumer Profiles (% consumers by sub-group), 2012
Table 25: Russian Federation Hot Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Russian Federation Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Russian Federation Other Hot Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Russian Federation Tea Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Russian Federation Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Russian Federation Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Russian Federation Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Russian Federation Tea: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Russian Federation Hot Drinks Market Value (Russian Ruble million), by Category, 2012
Table 34: Russian Federation Hot Drinks Market Value (US$ million), by Category, 2012
Table 35: Russian Federation Hot Drinks Market Volume by Category, 2012
Table 36: Russian Federation Hot Drinks Market Value (US$ million), by Category, 2012
Table 37: Russian Federation Hot Drinks Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 38: Russian Federation Hot Drinks Expenditure Per Capita (US$), by Category, 2012
Table 39: Russian Federation Hot Drinks Expenditure Per Household (Russian Ruble), by Category
Table 40: Russian Federation Hot Drinks Expenditure Per Household (US$), by Category
Table 41: Russian Federation Hot Drinks Market Volume (Ltr m)by Category, 2012
Table 42: Russian Federation Hot Drinks Consumption Per Capita (Ltr )by Category, 2012
Table 43: Russian Federation Hot Drinks Consumption Per Household (Ltr ) by Category, 2012
Table 44: Russian Federation Hot Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Kg m), 2012
Table 45: Russian Federation Coffee Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Table 46: Russian Federation Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Table 47: Russian Federation Tea Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Table 48: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 49: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 50: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 51: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 52: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 53: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 54: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 55: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 56: Russian Federation: Profile of Hot Drinks Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 57: Russian Federation: Profile of Hot Drinks 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 Hot Drinks Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Hot Drinks Value Share (%), by Gender, 2012
Figure 4: Russian Federation Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Hot Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Hot Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Hot Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Other Hot Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Tea Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Hot Drinks Market Value (US$ million), by Category, 2012
Figure 15: Russian Federation Hot Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 16: Russian Federation Hot Drinks Expenditure Per Household (US$), by Category
Figure 17: Russian Federation Hot Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Kg m), 2012
Figure 18: Russian Federation Coffee Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Figure 19: Russian Federation Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Figure 20: Russian Federation Tea Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012

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Related research categories

By sector: Hot drinks, General drinks

By market: Russian Federation (in Asia), Russian Federation (in BRICM)