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Opportunities on Russian Healthy Food Market
Today we are going to analyze the opportunities on healthy food market in Russia. Of course the population of 146 million people is a tempting target for any product, but is there really a need for healthy snacks or do Russians prefer junk food options? Let us take a look. Data we are using are from several reports that were made in last years.
According to Health and Welness Trends report done in 2011, Russia has strong potential for healthy product and it is actually experiencing dynamic growth. According to Euromonitor International, Russians are very concerned about their health and prefer high-quality products with additional nutritional value. The spending power is growing which is a postitive driver and we can see that manufacturers switched toward healthier products. Health and wellness became a credible trend and retailers across the board are adapting their shelf space to improve the visibility of these products on the shelves.
| 2004 | 2005 | 2006 | 2007 | 2008 | 2009 | |
|---|---|---|---|---|---|---|
| Health and Wellness–Nutritionals | 721.04 | 888.3 | 1088.0 | 1352.3 | 1691.2 | 1,913.7 |
| Health and Wellness–Food and Beverages | 5,318.7 | 6,402.6 | 7,401.4 | 8,891.2 | 10,319.8 | 11,232.2 |
The desire to look good is common to all consumers and is especially important among Russian consumers. According to a Neilsen study, nearly three quarters of Russian consumers are committed to looking their best in day-to-day life, and nearly two thirds of Russians (65%) told Nielsen in 2007 that they try to look stylish at all times, which was above the global average.In April 2009, 73% of all Russian respondents to a survey by Datamonitor stated that: "looking your best in day-to-day life" (an important aspect of health and wellness) was either 'important' or 'very important' to them personally. Almost half (48%) stated that they "feel under pressure to look good" when surveyed in August 2008.
The main consumers of healthy products are in the middle-class income category, who are willing to buy healthy food at higher prices for themselves and their family.
However, there are various sectors, categories and regions and they are of course developing differently. Naturally healthy (NH) food and beverages is the largest and accounts for more than half of total health and wellness food and beverage value sales.
The health and wellness food and beverage sector, will expand over the short and long term, and products will become cheaper and more affordable to a larger segment of the population. The wealthiest consumers will search for premium and/or organic food.
Because of some historical quality issues and problems also with counterfeited products, Russian consumers read product labels carefully and are ready to pay more for branded products, according to studies and surveys done by Western manufacturers. The result is that innovative packages and visual labelling have become very appealing to consumers. Buyers prefer convenient and healthy variants of the products.
Other interesting facts were revealed in Market Opportunities for Key U.S. Products in Russia (2012) that focused also on packaged food and igredients. According to this report, Russia´s packaged food is among the fastest growing in the world. reaching $100 billion by some estimates. In 2011 this market was boosted by steady growth in almost all categories of packaged food. Sales in this sector are expected to increase 16 % in 2011 supported by rising incomes as well as the availability of imported products on the market. This growth of packaged products follows overall growth of retail food sales, which grew to $250 billion in 2010 and is estimated to have exceed $300 million in 2011.
Health is also expected to be a major focus for packaged food manufacturers in the near future. With consumers leading busier and more stressful lifestyles, many have become unwilling to invest time in cooking healthy meals or exercising. Therefore, many are seeking shortcuts in packaged food.
"With growing demand, Russia is increasingly dependent on imports of retail and packaged food products, and this presents opportunities for U.S. suppliers. In 2011, the most dynamic growth of U.S. products in the high-value sector was food preparations, pastry and cakes, vinegar and soy sauces, pasta, tomato ketchup and other tomato sauces, mustard, and nonalcoholic beverages such as waters (including mineral). Given the potential of the Russian agricultural market, U.S. high value products can penetrate some niche markets, especially for those products which are not produced in Russia or are produced in limited quantities. In many cases, Russian agriculture is not yet producing products of consistently high quality (e.g. high quality beef steaks). There are markets for baby food or for specialty products including low-fat, low-salt and sugar-free products, cake and bread mixes, corn meal, and chocolate chips. U.S. exporters could also supply new market segments that are just beginning to develop. This includes organics, microwaveable and semi-prepared food as well as TV-dinners."
What are the main conclusions for us from these reports?
- Russians are very concerned about their health and health and wellness is becamong a credible trend,
- healthy products are more affordable and accessible and the main consumers of healthy products are in the middle-class income category,
- Russian consumers read product labels carefully and are ready to pay more for branded products,
- innovative packages and visual labelling have become very appealing to consumers,
- Russia´s packaged food is among the fastest growing in the world,
- Russia is increasingly dependent on imports of retail and packaged food products.
Sources:
http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Market%20Opportunities%20for%20Key%20U.S.%20Products%20in%20Russia_Moscow_Russian%20Federation_3-20-2012.pdf
http://www5.agr.gc.ca/resources/prod/Internet-Internet/MISB-DGSIM/ATS-SEA/PDF/5696-eng.pdf
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