World Food Moscow

2 February 2010
Overview of Russian pasta market
	For many Russian families of the world economic crisis was prompted to review their consumer habits and preferences.
On the change in consumer behavior in 2008-2009 and the results indicate ongoing monitoring conducted by the company "Romir" with research platform SCIF (Shopper-Centric Information Flow). For consumer behavior when purchasing goods of daily demand in recent years have characterized the decline in purchases, the change in frequency of purchases, to seek more favorable price offer, including the rejection of fashionable products in favor of more conventional and traditional, as well as switching to cheaper brands. A typical example that vividly illustrates the latest trend is the market for pasta. Here are lagging behind the growth of spending from rising prices, which is the first sign of mass transfer of consumers to cheaper brands. Vivid confirmation of this trend is the change in consumption of products of different brands. Thus, in the period from September 2007 to February 2009 marks pasta premium segment Maltagliati (Italgrani SpA, Italy) and Pasta Zara (Pasta Zara SpA, Italy) permanently losing customers. He fell and the demand for stamps medium price segment - Granmulino (OOO Pospelihinskaya macaroni factory ", Altai Territory)," Makfa "(JSC" Makfa ", Chelyabinsk region)," Shebekenskie "(JSC" Pasta Patisserie, Belgorod region) , "Extra M" (JSC "Extra M", Moscow). Against this background, the cheaper brands of pasta massively strengthened their position in the market. Increasingly prominent place in the market of pasta, as generally among the goods of daily demand, occupy their own brand of retail chains, so-called private labels. These brands tend to have lower price and are positioned as a product of a lower price segment. Increased consumption of these brands an average of 10-15%. As an example we can mention TM "Red price" (a network of "Crossroads"), "Okay" (a network Pyaterochka), "Village Fair" (a network of "Magnet"). Summarizing the above, it can be concluded that many premium brands and mid-priced segments are not able to successfully pass the test of crisis on consumer loyalty. Rising prices for these products stimulated the mass of buyers switching to cheaper brands, even in the largest cities of Russia, where most of the material provided on population. Source: Research by "Romir"