We buy confectionery products. Analysis of the domestic market of flour confectionery products. Retail sales of flour confectionery products

Description

Analysis of demand 2018 (consumer spending, market volume) for chocolate candies in Russia and regions

The market analysis contains results for 2018 and 2017.

Attention! The study is not ready and is performed after payment. The deadline for submitting the report is up to 3 working days inclusive.

The studies in the “Demand Analysis” series are based on large-scale regular studies of the population’s consumption of various goods in the regions of Russia. By purchasing each report, you receive answers to 3 main questions that we identified while studying the needs of our Clients:

• How much do individual consumers spend on chocolates? The study contains data on the volume of demand for your product for the period you need in the currency of your choice: per capita expenses and the volume of the retail market in each of the 83 regions of Russia are shown.
• Is it a lot or a little? Each demand value corresponds to a demand intensity characteristic (low, below average, average, above average, high demand), which was obtained based on a comparison of demand in all 83 regions of Russia. The ranges of demand intensity in each group are also indicated.
• How has demand changed? You will receive data for the period you chose as a base for comparison, and data on the relationship between the period under study and the base one.

Do you need visual information for management or presentation? In addition to quantitative data, each section of the report contains cartograms. Each region is shaded with a color corresponding to the intensity of demand in it.

The study provides an analysis of the demand among individual consumers for chocolate candies in each of the 83 regions of Russia, indicating the total and weighted average demand indicators for federal districts, as well as the general indicator of demand for chocolate candies in Russia. The value of demand is expressed in two quantities:

Average per capita consumer expenditure on the purchase of chocolate sweets

Volume of the retail market for chocolate sweets in the region.

The category “chocolate candies” includes in total: chocolate candies and chocolate candies with any filling, chocolate with filling such as “Snickers”, “Mars”, “Bounty”, “Shock”, chocolate bar, bar chocolate with fruit, chocolate or fondant -cream filling, etc.

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Content

ANALYSIS OF DEMAND FOR CHOCOLATE CANDIES 2015 - RUSSIA AND REGIONS

Analysis of demand for chocolate candies in Russia (with segmentation by federal district)

Consumer spending on chocolate candies in Russia, rub./person

Market volume of chocolate sweets in Russia, rub.

Analysis of demand for chocolate candies in the Central Federal District (with segmentation by constituent entities of the Russian Federation)

Consumer spending on chocolate candies in the Central Federal District, rub./person

Market volume of chocolate sweets in the Central Federal District, rub.

Analysis of demand for chocolate candies in the North-Western Federal District (with segmentation by constituent entities of the Russian Federation)

Consumer spending on chocolate candies in the Northwestern Federal District, rub./person

Market volume of chocolate sweets in the Northwestern Federal District, rub.

Analysis of demand for chocolate candies in the Volga Federal District (with segmentation by constituent entities of the Russian Federation)

Consumer spending on chocolate candies in the Volga Federal District, rub./person

Market volume of chocolate sweets in the Volga Federal District, rub.

Analysis of demand for chocolate candies in the Southern Federal District (with segmentation by constituent entities of the Russian Federation)

Consumer spending on chocolate candies in the Southern Federal District, rub./person

Market volume of chocolate sweets in the Southern Federal District, rub.

Analysis of demand for chocolate candies in the North Caucasus Federal District (with segmentation by constituent entities of the Russian Federation)

Consumer spending on chocolate candies in the North Caucasus Federal District, rub./person

Market volume of chocolate sweets in the North Caucasus Federal District, rub.

Analysis of demand for chocolate candies in the Ural Federal District (with segmentation by constituent entities of the Russian Federation)

Consumer spending on chocolate candies in the Ural Federal District, rub./person

Market volume of chocolate sweets in the Ural Federal District, rub.

Analysis of demand for chocolate candies in the Siberian Federal District (with segmentation by constituent entities of the Russian Federation)

Consumer spending on chocolate candies in the Siberian Federal District, rub./person

Market volume of chocolate sweets in the Siberian Federal District, rub.

Analysis of demand for chocolate candies in the Far Eastern Federal District (with segmentation by constituent entities of the Russian Federation)

Consumer spending on chocolate candies in the Far Eastern Federal District, rub./person

Market volume of chocolate sweets in the Far Eastern Federal District, rub.

I would like to note the serious changes in the Russian confectionery market, which affected me, my family, and also did not pass by each of you and your loved ones. These changes open up new opportunities, and today a candy store as a business is promising and timely. What changes are these, and why small businesses in the confectionery industry are getting new chances for development, we’ll look into this in a detailed article.

Story confectionery business dates back more than 20 centuries. The first traders of sweets arrived on the territory of modern Europe from the east back in the 6th-5th centuries BC. Primitive candies, simple pastries, cottage cheese and sugar baklava were on the tables of the ancient nobility. In the Middle Ages, spices were brought to Europe from India and chocolate from South America. This was a revolutionary moment in the history of the confectionery business.

Coffee shops and chocolate shops opened in France, and scones (a type of cupcake) that are still popular to this day appeared in England. Russian pretzels and pies also attracted interest abroad. However, they were able to combine cultural traditions, different techniques for making confectionery products, textures and completely different ingredients only towards the end of the 18th century, and already the next century is considered the birth of world confectionery cooking. France is rightfully considered its homeland. But there is another, no less popular direction of confectionery art - oriental.

It is difficult to compare French desserts and oriental delights, baklava and Saint Honoré, Turkish delight and Tiramisu. However, oriental techniques for preparing sweets account for about 40% of fans all over the world, so one cannot ignore them.

Consumer demand for sweets has remained at a high level for almost 300 years. Moreover, the change in market conditions is obvious: if back in the 1920s gingerbread and cakes were bought as a festive attribute, now the culture of sweets consumption is bringing sweet dishes into everyday consumption.

We regularly see confectionery shops and coffee shops on the streets offering wide range complex and simple sweets. Strudels, cheesecakes, brownies, muffins, cupcakes await us at gas stations, in the halls of business centers, in parks and theater buffets, in street stalls and even McDonald's. Confectionery products have moved from the group of elite privileged products to the category of fast food.

But even this serious market change is not the root cause for a new round of development in the small business segment. The fact that cakes and pastries have become common, affordable “fast food” for every day has led to their reduction in price at the expense of quality. Instead of butter, confectioners use spreads, instead of vegetable fats - animal or synthetic fats, etc. This makes the cost of the product lower, which allows it to survive in competition.

Main features of the Russian confectionery market

Russian confectionery environment, thanks to the fundamental school Soviet Union, has a good high-quality theoretical and practical basis. However, due to the closed nature of Soviet policy, the moment of flexibility was lost. Now the dynamics of development of domestic confectionery shops is significantly lower than Western ones. However, if we compare the quality of in-line products, then even taking into account the trend of cheaper products, our products, Russian companies, can be called tasty and edible, which, alas, cannot be said about many European goods (I emphasize that we are not talking about private confectionery shops yet).

Features of the Russian confectionery market are:

• short term sales of products;
• the complexity of large-scale logistics and long-distance delivery;
• huge amount types and subtypes of products;
• complete dependence of manufacturers on the quality of raw materials from suppliers (ingredient goods);
• tradition of consuming homemade baked goods;
• a wide selection of authentic, local raw materials for fillers (berries, fruits, nuts;
• intense competition in the niche of inexpensive confectionery products and low competition in the segment of natural, high-quality, expensive products;
• the prevalence of small businesses in the fresh baked goods segment.

Now, as mentioned above, the Russian confectionery market is filled with low-quality, cheap products, and finding something tasty, beautiful, and at the same time natural and safe for children's health cake, almost impossible.

Private traders who make cakes to order, small mini-bakeries, private confectionery shops that operate 1-2 cafes or a couple of shops survive on this dissonance. Therefore, now a candy store as a business is interesting and has a good income prospect.

Experts comment on the market:

Alto Consulting Group in its research confectionery market Russia places emphasis on the constant and non-stop growth of piece goods turnover. Number of products. produced on the territory of the Russian Federation is growing, and so is consumption. However, compared to the price increase in 2013, the current market, despite major changes in the currency ratio, has remained virtually unchanged. The quality of the ingredients is reduced, due to this retail price of the confectionery product, instead of growing naturally, remains at the same level.

Now let’s take a closer look at the prices themselves, broken down by federal districts of Russia:

This picture demonstrates the hypothesis that a decrease in quality and a decrease in production costs frees up a niche for high-quality fresh baked goods and/or complex confectionery products with a short shelf life. This is exactly the segment in which small businesses can thrive. We have already discussed how to open a candy store or a confectionery shop from scratch in one of the articles, so we will not dwell on this point, but will limit ourselves to the statement that this business is now promising for a number of reasons:

• large manufacturers work for the shaft, so they strive to support maximum terms implementation, which cannot be achieved using exclusively natural ingredients;
• The need for high-quality, natural and safe products remains increasingly unfulfilled, especially in the children's product segment;
• The market requires great flexibility from manufacturers, the ability to follow fashion and capture changing taste preferences, which large factories and concerns cannot technically implement or do it very clumsily and for a long time.

Here is evidence of a change in the structure of demand, as can be seen from the graph below, an increase in the production of cakes and pastries for non-perishable storage

Rice. 2. Number of tons of products by type of confectionery products produced in Russia for the period 2010-2013. Dynamics of market development in unit equivalent.

How the confectionery business works: description of business models and brief market analysis

As in any other segment, in the confectionery business there are several models implemented for the purpose of making a profit:

Model 1: Production and sales own products through a network of company stores and/or contractors (a striking example is the Red October Confectionery Factory, Moscow). The advantage of this model is direct communication with the consumer, and the disadvantage is high economic risks.

Model 2: Production of products to order from contractors (this is how the Lironas Confectionery Company works, Volga region). The advantage of the model is the reduced costs of selling products. but the downside is... that the manufacturer actually cannot track the buyer’s reaction to changes in the product portfolio and prices. quality and does this through focus groups and research. which is also not cheap.

Model 3: Production of products and sales through franchise clients. In this case, the manufacturer sells its products in stores operating under its brand, for example, the Medobory confectionery shop, Crimea. The advantage of the model is the virtual absence of costs for sales promotion and creation trading network, and the downside is that the company’s reputation is unmanageable (if any of the franchise clients behave inappropriately with the buyer, the manufacturer’s image suffers).

In other words, you need to separate two business processes:

1. production of confectionery products and their sale. There are companies that combine these two processes.
2. production and wholesale, or wholesale purchase and retail sales. There are enterprises that use only one process in full, and the second - in a reduced manner.

Among the largest Russian manufacturers, the following can also be noted: the KDV Yashkino confectionery factory (Kemerovo region), the Konti confectionery group of enterprises, OJSC Lipetsk confectionery factory Roshen, the Akkond confectionery factory (Cheboksary), OJSC Kraft Foods Rus (Vladimir region), confectionery factory "Chipita" (St. Petersburg), confectionery factory "Galan" (Krasnodar region), JSC "ROT FRONT" (Moscow).

Important points in organizing a confectionery business are:

• selection of a niche for production/sales of products (today the snack group is full, and an acute shortage is observed in the field of short-term storage cream products);
• selection of location and competent calculation of confectionery turnover point of sale;
• supplier selection.

It is on the choice of supplier that I would like to focus your attention. When a budding entrepreneur is about to plunge into the confectionery market, it is important for him to get hot commodity. To do this, you need to understand what kind of products you would like to sell.

Confectionery products are products of daily demand: on average, each resident of Russia in 2012 consumed 23 kg of sweets, of which 12 kg were sugary products, and 11 kg were flour products. At the same time, about 18% of sweets are bought in Moscow.

Competition in the Russian confectionery market is high. Today there are about 1,500 organizations in the industry in all regions Russian Federation and more than 15,000 local confectionery shops (Rosstat data). enterprises producing 55 percent of the total annual turnover.

The largest confectionery segments in Russian market:

• chocolates - 21%;
• all types of cookies (including crackers) - 20%;
• cream products (cakes, pastries) - 8%;
• tiled and figured chocolate - 8%.

In the period 2010 - 2014, according to Rosstat, the share of imports was constantly decreasing and before the introduction of the food embargo in August, it was 12.2%. Domestic production, respectively, is about 87.8%. The main suppliers of sugar confectionery products to Russia (sugar products include sweets, caramel, toffee and dragees):

Over thirteen years (2000-2013), according to Rosstat indicators, the demand for raw materials such as sugar has shown constant growth, and since sugar is an integral ingredient in confectionery products, experts tend to see a direct relationship with the growth in demand for ready-made confectionery. The average growth rate is 5% annually. Those. we can say that every year the consumption of confectionery products in Russia increases by 5% (both in value and piece equivalent).

Experts believe that by 2017 the market size will reach $4.5 billion.

Since confectionery products are not essential products, the demand for them is determined by traditions and external market influences.

The structure of food expenses of the average Russian family includes about 9.5 - 15% of expenses attributed to confectionery products. With the food basket of 1 Russian family (3 people) amounting to 9.5 thousand rubles, an average of 1,500 rubles per month is spent on confectionery products. If this figure is related to the number of households in Russia (52,707 thousand), we obtain the nominal market volume: 79 billion rubles/month.

Analysis of seasonality of the confectionery business

Seasonal fluctuations in demand for confectionery products are an objective reality in all areas of the market. This factor has a significant impact on both sales volumes and their structure. That's why comparative analysis in this industry it is most appropriate to carry out by comparing the same periods of the reporting and previous years, since adjacent periods can differ radically in the level of turnover and sales structure depending on the influence of holidays, fasting, the holiday season, the appearance of substitute goods (berries, fruits), etc.

Below are seasonality coefficients calculated based on the base December - as the month with the highest turnover in the confectionery industry, due to the consumer’s pre-New Year mood (see Figure 1, Diagram 1).

Table 1. Seasonality index of the confectionery business, due to traditional holidays and climatic conditions.

				Impact on consumer activity
				New Year according to the old calendar
				Easter, parent's day
				the appearance of the first seasonal berries
				Great demand for berries and fruits
				holiday season in coastal and tourist regions
September				holiday season in coastal and tourist regions
				demand driven by weather conditions
				New Year, corporate holidays

One color scheme periods with approximately the same level of buyer activity are identified.

Thus, phase 1 of seasonality (orange) is characterized by increased demand due to the presence of holidays. In this phase, February is weak due to the short monthly period.

Phase 2 of seasonality (blue) is characterized by a sharp reduction in demand until July, which is associated with Lent, the emergence of cheaper substitutes, and the onset of a warm period. In April, the production structure changes: sales of cream products by weight decrease, sales of flour products (Easter cakes) increase, which affects trade turnover. This phase is most in need of marketing stimulation and maintaining sales volume.

July (yellow) is a transition month from phase 2 to phase 3 (green), characterized by a gradual increase in trade turnover and, accordingly, output volume. In terms of seasonality coefficient, it is comparable to phase 4 (yellow) of consumer activity observed in October and November, where the opposite trend is observed - a decrease in trade turnover and output volume due to the outflow of tourists from recreational areas, the absence of traditional holidays until mid-December.

December (red) is the month with the highest turnover in the industry. These seasonality coefficients are average for the market as a whole.

Small business in the confectionery arena

The implementation of a confectionery business in the private enterprise segment is, as a rule, a cafe-confectionery. There are few options for implementing this format: a private owner can organize his own small production(confectionery shop for 100-300 kg per day) or purchase ready-made confectionery products from nearby suppliers.

Pros own production is direct contact with the consumer, the uniqueness of the offer and the ability to adapt the assortment to the needs of visitors. However, this is also the difficulty: to produce a new type of product, the workshop must develop technological maps and change the production scheme. These are time and financial costs.

When purchasing products from a large supplier (or several), the exclusivity of the product itself is lost, but the risk of unjustified costs for creating production lines is eliminated. In addition, this scheme pays off more quickly.

Therefore, you should start opening a cafe-confectionery with a fundamental decision: we produce it ourselves or purchase finished products from major manufacturer. If an entrepreneur nevertheless decides to open his own mini-workshop, then he should take into account the costs of a technologist, replacement confectioners, equipment and warehouses, where it will be stored as finished products, and blanks.

It is warehouse storage that novice businessmen often do not provide for, which leads to enormous problems: the products are light, but very voluminous and capricious. For example. to place 20-25 standard cakes, you need a rack with shelves 1.5 * 1.5 m in a cool place with a sanitary permit. And if we are talking about baking, then the cornerstone is the durability of the equipment, since such products cannot be prepared for use.

Benchmarketing: successful examples of small confectionery business implementation

Foreign models:

Ukraine

An unexpectedly interesting confectionery shop operates in the small Ukrainian town of Melitopol. Despite all the provincialism of the city itself, the confectionery surprises with its sophistication, competent products, wide coffee list and original recipes:

Coffee shop and confectionery "Bourgeois", Melitopol - restaurant project. This is a full-fledged coffee shop with its own confectionery shop. Interesting and sophisticated products, classic interior and at the same time low prices (average bill $10-12).

France

Pastry shop CAFÉ POUCHKINE, Paris - pastry shop in the style of a French palace of the 18th century. Visitors can choose from cakes with cream, honey, berries, fruits, jam, macaroons, custom cakes made from cream, sweets, and powdered sugar. Average bill$5-25

USA

The population's demand for goods according to the forms of its implementation is divided into realized, unsatisfied and emerging.

Realized demand is the part of the demand presented by the population that is actually satisfied as a result of purchases. The basis for assessing realized demand is the results of the analysis of mass trade statistics data on the movement of goods in trade.

Unsatisfied demand is part of the demand actually presented by the population, which at one time or another was not realized due to lack of availability necessary goods, and regardless of what reasons prevented the purchase: lack of goods, low quality, high price, etc.

Emerging demand is the possible demand of the population for new goods, caused by a set of new requirements made by buyers for consumer properties, quality and external design of goods, which entails a significant restructuring of the production and trade range.

Retail organizations and enterprises must study demand comprehensively, i.e., take into account not only realized, but also unsatisfied and emerging demand. This will allow the industry to timely and correctly focus on the production of goods in the required volume and range.

The main goal of studying demand in retail enterprises is the correct formation of the assortment of goods in stores and timely replenishment of it with the necessary products in accordance with the changing demands of the customer base served.

To achieve this goal everything retail businesses must systematically study demand (realized, unsatisfied and emerging) in the area of ​​their activities in order to determine the directions, scale, intensity and reasons for its changes, to identify customer requirements for the range, quality and external design of goods.

Realized demand for goods is studied to determine the structural relationships of individual types of goods in total volume implementation in order to identify trends in changes in these ratios. With uninterrupted trade, the sales structure is close to the structure of realized demand. Therefore, the size and structure of realized demand for a certain period of time are quite fully characterized by the dynamics of retail sales of goods during the month, quarter, and year. Realized demand must be studied to identify the size of actual sales of individual goods and their varieties.

In trading practice they use various ways accounting for the sale of goods. The choice of accounting method depends, first of all, on the goal. If you need to justify one-time applications for the importation of goods, their sales are recorded over a short period of time. If accounting for realized demand is necessary to justify the order of industry for the planned period, it is carried out continuously and over a longer period of time.

Unsatisfied demand is studied to identify the volume and assortment structure of that part of the customer demand that was not satisfied during the observed period. This data is used to determine the volume and assortment structure of the necessary additional commodity resources that could ensure uninterrupted trade. In this case, you should take into account not only the quantity of goods, but also know which goods are required to ensure normal, uninterrupted trade.

The degree of reliability of accounting for unsatisfied demand depends on the characteristics of the product and the forms of trade services.

You can study unmet demand using the following methods:

• 1. registration of sheets of unsatisfied demand;
• 2. registration in stores of the fact that goods requested by customers are not available for sale;
• 3. taking into account the number of days during which a particular product was out of stock;
• 4. taking into account checklists;
• 5. taking into account customer orders;
• 6. customer surveys.

Emerging demand is studied to identify the attitude of buyers towards new products and determine the possible limits of demand for it over time.

Emerging demand is studied at sales exhibitions, exhibitions and displays of new products (control sales), tasting, as well as through oral and written customer surveys.

Sales exhibitions make it possible to find out consumer assessments of the range and quality of goods, consumer attitudes towards new goods, possible changes in the structure of demand under the influence of the arrival of new goods on sale.

Trade in new products should be organized in such a way that it is possible to obtain data not only on the progress of their sales, but also on the attitude of buyers to the quality of the products. To do this in trading floor must be formalized billboard with a message about the arrival of a new product and its brief description, as well as an appeal to customers to express their assessment of the quality and consumer properties of the product. Customer reviews of the relevant product should be recorded.

Exhibitions of new products should reveal the attitudes of buyers towards goods planned for production. Therefore, it is necessary that the exposition of goods be accompanied by appropriate advertising, consultations about the purpose, properties, expected production volume, and the advantages of this product compared to previously produced ones.

To determine demand and more fully characterize it trading enterprises and organizations conduct customer surveys. Surveys are also organized to determine expected demand, establishing the needs of the population for individual products, identification public opinion regarding the quality, design and performance properties of goods available for sale.

Surveys are carried out in the form of questions from customers in stores, at exhibitions, conferences, as well as through questionnaires (questionnaires), filled out directly by customers.

By using questionnaires can be established or clarified:

• 1. approximate structure demand for individual goods and the contingent of buyers by type of product, consumer preference for brand of product; signs that determine the choice or serve as a reason for refusing to purchase (price affordability, performance properties, reliability of the product, its design, etc.);
• 2. consumer intentions regarding the purchase of goods in the upcoming period - year, season.

A survey was conducted in the Prestige LLC store to determine and clarify the assortment among customers. 30 respondents were interviewed. Their selection was carried out by sampling from among buyers of confectionery products. A questionnaire was prepared for the survey (Appendix 1), which included 18 questions.

Women and men of different ages were interviewed. The survey results allow us to draw a conclusion about the range and prices of confectionery products. The majority of respondents believe that the Prestige LLC store has a wide range of confectionery products, and its prices are affordable for consumers.

Confectionery consumption is growing. Many respondents use them quite often. This is due to the growth in the production of chocolate products, increasing incomes of the population, and reasonable prices that correspond to the quality of the product. Buyers give their preference different types confectionery goods. But they still prefer chocolate bars to all sweets.

When choosing chocolate, consumers take into account the presence or absence of additional ingredients in its composition. The structure of customer answers to the question of what chocolate they most often purchase is presented in Table 3.

Table 3 Customer preferences regarding the type of chocolate, %

The respondents' answers indicate that pure chocolate is the most popular. But consumers under 18 prefer chocolate with additives and fillers more than others.

Adult consumers prefer dark chocolate. The main reason is the "natural" taste. Of course, milk chocolate is also included in the diet of adult consumers, but children remain the main “eaters” of the milk variety of chocolate. Dark chocolate is considered by parents to be more harmful from a medical point of view. For this reason, the younger generation is content with chocolate and chocolate products with little or no cocoa content. White chocolate doesn't have many fans. It is preferred by young respondents and people with high income. The survey results are shown in Table 4.

Table 4 Buyer preferences regarding the type of chocolate, %

Since many respondents consume chocolate with various fillings, it is important to know which ones are in demand among the population. Information on consumer preferences regarding chocolate fillings is presented in Table 5.

Table 5 Consumer preferences for chocolate fillings, %

Type of filling
				Over 50 years old					Over 50 years old
Chocolate
Creamy
Fruity
Grillyazhnaya

The respondents' answers indicate that the cream filling is the most popular. The popularity of praline and chocolate fillings is high. Roasted and fruit fillings are characterized by an average level of popularity.

Packaged products are still not very popular. Consumers are least likely to buy packaged caramel and marmalade, and most likely to buy packaged marshmallows. Most in demand According to the results of the study, loose sweets are used.

Consumption of bulk confectionery products is, as a rule, intra-family in nature, that is, such goods are not purchased for personal consumption. Basically, their acquisition is not spontaneous and is planned in advance. Therefore, depending on the type, these goods can be classified as everyday goods (caramel, toffee, cookies) or pre-demand goods (chocolates, sets of chocolates).

In other words, consumers currently find it more convenient to buy the types of confectionery products in question in bulk. The main reasons for this consumer behavior may be:

• 1. the types of confectionery products in question are most often purchased for intrafamily consumption, when the packaging factor loses its importance;
• 2. in the understanding of end consumers, goods packaged in branded packaging are more expensive;
• 3. Among Russian consumers, the culture of consuming factory-packed products is just emerging, and the time for such products has not yet come, at least for family consumption.

The study notes the following trend: men in general are more likely to buy confectionery products packaged in branded packaging (they generally pay attention to the packaging more often).

The results of the study indicate that end consumers' preferences for various types of packaging are quite traditional. Respondents give preference to those types of packaging that will not affect the price of the product. Most buyers prefer polyethylene. The second most promising type of packaging for confectionery products is a colorful box. The least number of votes was given to paper packaging.

For chocolate sets, the key purchasing criteria are price, box weight and colorful design. In general, sets of candy weighing from 200 to 500 grams are popular, because they are the most affordable for all categories of the population.

When choosing sets of chocolates, the external design of the packaging is important. Consumers prefer colorful, bright design. They prefer to see flowers and landscapes on packaging. The best colors for chocolate and chocolate products are red, orange and brown, which create a feeling of warmth.

Buyers of almost all ages respond positively to advertising, watch it and buy what the advertising recommends. The enterprise needs to periodically and often remind itself by all available methods.

Respondents were asked to rate their attitude towards various factors influencing the purchase process. The results of the study are shown in Table 6.

The significance assessment was carried out on an eleven-point scale: 1 - highly significant, and 11 - low significant.

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

Figure 1. Purchase of confectionery products in 2013 and 2016, % of the number of respondents

Why is this happening?

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

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

The desire of consumers to lead a healthy lifestyle, and of producers not to lose their customers, leads to changes in the positioning of confectionery and bakery products. The most common statements that accompany new product on the global market, the following: “no additives and/or preservatives”, “low content and/or allergen free”, “whole grain”, “gluten free” and others. On the Russian market there are statements such as “supporting the health and functioning of the heart”, “ease of use”, “ eco-friendly packaging", "to normalize digestion", "for weight loss", "non-GMO", "enriched with protein" and others.

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

You won’t soon get your fill of sweets

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

If we talk about the preferences of Muscovites by type of confectionery products, then cookies, as in 2013, remain the most purchased in the capital - they are chosen by 76% of surveyed buyers of “small things” (Fig. 2). It is worth noting that for many types of confectionery products there is a decrease in the share of buyers. Thus, Muscovites began to enjoy less demand for dry bread and bagels (-8 p.p.), marshmallows (-5 p.p.) and oriental sweets (-7 p.p.).

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

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

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

Figure 3. Places for purchasing small-piece confectionery products, % of small-piece buyers

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

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

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

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

The main place for purchasing cream products, as well as small items, is network retail – it is chosen by 62% of buyers of cream products. Less popular brand stores manufacturers, where 16% of respondents buy these products, and no more than 7% of respondents purchase them in specialized confectionery stores and bakeries.

Cake consumers began to purchase products that were lighter in weight: for 45% of Muscovites surveyed, the weight of their last purchase did not exceed a kilogram, while in 2013 the share of such purchases was 34%. The reason for this decrease can be explained, at a minimum, by the fact that cream cakes, which have the smallest volume, require more significant costs from buyers.

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

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

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

Figure 5. Renowned producers of cream confectionery products. TOP-10, % of buyers of cream products

Existing trends in the consumer market, namely: rising prices, decreasing consumer spending and income, focus on healthy and wholesome products, have affected the purchasing preferences of Muscovites and negatively affected the confectionery and bakery products market as a whole. But, despite some negative waves, such an atmosphere always leads to new discoveries, expansion of the range, and improvement of product quality.

The study was conducted using a telephone survey among Muscovites aged 18 to 60 years old who buy bakery and confectionery products; 938 people were interviewed in May-June 2013, and 1,205 people were interviewed in September 2016.