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

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185330

Pages: 101

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Soft 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 retailer choices in organized sector. 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 Soft 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 Soft 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 with 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. Consumers have traded down in more essential product categories such as Bottled Water and Juices, while consumption has declined in product categories such as Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, and Ready to Drink products. However, the Russian economy has recovered relatively quickly, and 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: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready to Drink Tea & Coffee.

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
Overall Functional Drinks penetration is low and consumption frequency across age groups is mostly Medium or Light. The low numbers of Heavy users limits the category’s profitability.

More women consume Smoothies than men in Russia, although the proportion of consumers in both genders that are Heavy users is virtually identical. This indicates that the health trends driving Heavy Smoothies consumption affect men and women equally.

Ready to Drink Tea & Coffee consumption among Older Consumers is mostly Medium or Heavy, with little Light consumption. This indicates that casual consumption is low, with habitual consumption the norm among users.

Key Highlights
Indulgence and Better Value for Money are the two most important trends affecting consumers’ choice of Soft Drinks, indicating that while consumers value quality, they are still very aware of its cost.

The Russian Sparkling Soft Drinks market is characterized by low overall consumption across all age groups, with low or no consumption accounting for the majority of the market. This indicates that there is strong potential in the Russian market for products able to transition non-users of Sparkling Soft Drinks into users and increasing the consumption frequency of current users.

Bottled water consumption frequency analysis indicates that there is a significant proportion of Heavy and Light users across all age groups, with little Medium consumption. This indicates two clear consumer segments: convenience consumers, who occasionally consume Bottled Water when other alternatives such as tap water or other Soft Drinks aren’t an option, and loyal consumers, who value Bottled Water as a product.

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 Soft 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 Bottled Water
3.2.2 Concentrates
3.2.3 Functional Drinks
3.2.4 Juices
3.2.5 Ready To Drink Tea & Coffee
3.2.6 Smoothies
3.2.7 Sparkling Soft Drinks
3.3 Behavioral Trends and Market Value
3.3.1 Bottled Water
3.3.2 Concentrates
3.3.3 Functional Drinks
3.3.4 Juices
3.3.5 Ready To Drink Tea & Coffee
3.3.6 Smoothies
3.3.7 Sparkling Soft Drinks
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Bottled Water
4.1.2 Concentrates
4.1.3 Functional Drinks
4.1.4 Juices
4.1.5 Ready To Drink Tea & Coffee
4.1.6 Smoothies
4.1.7 Sparkling Soft Drinks
4.2 Consumer Profiles by Product Category
4.2.1 Bottled Water
4.2.2 Concentrates
4.2.3 Functional Drinks
4.2.4 Juices
4.2.5 Ready To Drink Tea & Coffee
4.2.6 Smoothies
4.2.7 Sparkling Soft Drinks
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Soft Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Bottled Water
5.2.2 Concentrates
5.2.3 Functional Drinks
5.2.4 Juices
5.2.5 Ready To Drink Tea & Coffee
5.2.6 Smoothies
5.2.7 Sparkling Soft Drinks
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Soft Drinks
6.1.2 Bottled Water
6.1.3 Concentrates
6.1.4 Functional Drinks
6.1.5 Juices
6.1.6 Ready To Drink Tea & Coffee
6.1.7 Smoothies
6.1.8 Sparkling Soft Drinks
7 Consumption Impact: Market Valuation
7.1 Soft Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Soft 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 Soft 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 of Organized Retail in Soft Drinks
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share of Organized Retail by Volume - Bottled Water
8.2.2 Retail Share of Organized Retail by Volume - Concentrates
8.2.3 Retail Share of Organized Retail by Volume - Functional Drinks
8.2.4 Retail Share of Organized Retail by Volume - Juices
8.2.5 Retail Share of Organized Retail by Volume - Ready To Drink Tea & Coffee
8.2.6 Retail Share of Organized Retail by Volume - Smoothies
8.2.7 Retail Share of Organized Retail by Volume - Sparkling Soft Drinks
8.3 Profiles of End-Consumers of Soft 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 Soft Drinks Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Soft Drinks Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Soft Drinks Value Share (%), by Gender, 2012
Table 6: Russian Federation Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Soft Drinks Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Bottled Water Consumer Group Share (% market value), 2012
Table 11: Russian Federation Concentrates Consumer Group Share (% market value), 2012
Table 12: Russian Federation Functional Drinks Consumer Group Share (% market value), 2012
Table 13: Russian Federation Juices Consumer Group Share (% market value), 2012
Table 14: Russian Federation Ready To Drink Tea & Coffee Consumer Group Share (% market value), 2012
Table 15: Russian Federation Smoothies Consumer Group Share (% market value), 2012
Table 16: Russian Federation Sparkling Soft Drinks Consumer Group Share (% market value), 2012
Table 17: Russian Federation Total Bottled Water Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Total Concentrates Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Total Functional Drinks Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Russian Federation Total Juices Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Russian Federation Total Ready To Drink Tea & Coffee Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Russian Federation Total Smoothies Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Russian Federation Total Sparkling Soft Drinks Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Russian Federation Bottled Water Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Russian Federation Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Russian Federation Concentrates Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Russian Federation Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Russian Federation Functional Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Russian Federation Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Russian Federation Juices Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Russian Federation Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Russian Federation Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Russian Federation Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Russian Federation Smoothies Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Russian Federation Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Russian Federation Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Russian Federation Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Russian Federation Bottled Water Consumer Profiles (% consumers by sub-group), 2012
Table 39: Russian Federation Concentrates Consumer Profiles (% consumers by sub-group), 2012
Table 40: Russian Federation Functional Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 41: Russian Federation Juices Consumer Profiles (% consumers by sub-group), 2012
Table 42: Russian Federation Ready To Drink Tea & Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 43: Russian Federation Smoothies Consumer Profiles (% consumers by sub-group), 2012
Table 44: Russian Federation Sparkling Soft Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 45: Russian Federation Soft Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 46: Russian Federation Bottled Water Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Russian Federation Concentrates Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: Russian Federation Functional Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: Russian Federation Juices Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: Russian Federation Ready To Drink Tea & Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: Russian Federation Smoothies Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Russian Federation Sparkling Soft Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Russian Federation, Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Russian Federation, Bottled Water: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: Russian Federation, Concentrates: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: Russian Federation, Functional Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: Russian Federation, Juices: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: Russian Federation, Ready To Drink Tea & Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: Russian Federation, Smoothies: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Russian Federation, Sparkling Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Russian Federation Soft Drinks Market Value (Russian Ruble million), by Category, 2012
Table 62: Russian Federation Soft Drinks Market Value (US$ million), by Category, 2012
Table 63: Russian Federation Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 64: Russian Federation Soft Drinks Market Value (US$ million), by Category, 2012
Table 65: Russian Federation Soft Drinks Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 66: Russian Federation Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Table 67: Russian Federation Soft Drinks Expenditure Per Household (Russian Ruble), by Category
Table 68: Russian Federation Soft Drinks Expenditure Per Household (US$), by Category
Table 69: Russian Federation Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 70: Russian Federation Soft Drinks Consumption Per Capita (Ltrs / Population ), by Category, 2012
Table 71: Russian Federation Soft Drinks Consumption Per Household (Ltrs/ Households ), by Category, 2012
Table 72: Russian Federation Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Table 73: Russian Federation Bottled Water Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 74: Russian Federation Concentrates Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 75: Russian Federation Functional Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 76: Russian Federation Juices Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 77: Russian Federation Ready To Drink Tea & Coffee Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 78: Russian Federation Smoothies Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 79: Russian Federation Sparkling Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 80: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 81: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 82: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 83: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 84: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 85: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 86: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 87: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 88: Russian Federation: Profile of Soft Drinks Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 89: Russian Federation: Profile of Soft 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 Soft Drinks Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Soft Drinks Value Share (%), by Gender, 2012
Figure 4: Russian Federation Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Soft Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Bottled Water Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Concentrates Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Functional Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Juices Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Smoothies Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Russian Federation Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Russian Federation Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Russian Federation Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Russian Federation Soft Drinks Market Share (US$ million), by Category, 2012
Figure 23: Russian Federation Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 24: Russian Federation Soft Drinks Expenditure Per Household (US$), by Category
Figure 25: Russian Federation Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Figure 26: Russian Federation Bottled Water Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 27: Russian Federation Concentrates Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 28: Russian Federation Functional Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 29: Russian Federation Juices Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 30: Russian Federation Ready To Drink Tea & Coffee Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 31: Russian Federation Smoothies Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 32: Russian Federation Sparkling Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012

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