Margarine, also including spreads and mixes the product less popular, the number of its customers is reduced: if in 2007, margarine purchased 74% of families, the 2008th - already 71%, whereas the percentage of buyers of oil and butter has not changed.
It is interesting that in Russia the lowest consumption of margarine compared with other Eastern European countries (except Ukraine, where the consumption of margarine is similar to Russia). Last year Russians account for only a 0,7 kg of margarine, while in Poland, Hungary, Slovakia and the Czech Republic residents have 3-4 kg. At the same time and in Russia and Ukraine butter consume three times more than margarine. It also distinguishes us from other European countries, where higher consumption of margarine.
Despite the efforts of producers, advertising the margarine as a lightweight and useful product, in Russia it is traditionally perceived as: 1) product for baking, and 2) product for the "poor". Most margarine consume low-income families - 44% of the total (for comparison: butter, they consume 38% of the total). The same can be said about the family from the countryside and cities with a population of 500 thousand people. This also explains the difference in incomes of the population of large and small towns.
In the total oilseed production has the largest share of oil - 48%. In recent years the market structure has not changed.
In January-May 2009 compared with the same period of 2008 the amount of butter has increased by 11%, vegetable oil - by 6%, while consumption of margarine fell by 4%. In January-May last year in the markets of oil and butter trend was the opposite: the consumption of these products declined by 7%.
The contraction of oil and butter in 2008 was due to lower consumption of these products per customer. The number of customers remained at 2007 levels.
In 2009, the number of buyers has not changed, the main reason for the growth markets of oil and butter have also been changes in the volume of consumption, which exceeded the figures of 2008, but was less than consumption in 2007: a long-term consumption of oil and fat products continues to decline.
Reducing fat intake was observed in a few years. This was associated with the transition of the population to more healthy food and the fact that people have become less cooking at home, where butter or margarine used for warming up food.
With the development of the economic crisis and lower income populations, respectively, spending on food away from home. As a result, domestic consumption of oil and butter is growing. The rate of reducing consumption of margarine has slowed. At the same time, consumers tend to save on products, passing on the consumption of cheaper brands. The current situation on the market have adopted the producers of oil. In late 2008, they stepped up their efforts in the economy segment of the market: the company "Yug Rusi" is a new brand "South of Russia», WJ Group resumed production marks "Verkin butter», «Bunge» has expanded, launching the brand "Shrovetide." By taking such initiatives, manufacturers expect growth economy segment due to the deteriorating economic situation. The forecasts come true: at the end of 2008 the share of low-cost brands on the market began to grow, and the proportion of more expensive - to decline.
The undoubted leader in the market for vegetable oils is the company "Yug Rusi" (main brands include Golden seed "," Zlata "," Avedov "). It owns 25% of the total market. A wide margin followed by other manufacturers: WJ Group ( «Milora", "Razdole") - 8%, «Bunge» ( «Ideal», «Oleina») - 7% and "Efko" ( "Sloboda", "Alter") - 6% of the market.
Source: Promoting Food № 10-11 (12-13) 2009 |
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