Russians buying more meat

 

From November 2016th to April 2017 sales volume of chilled meat products in the largest federal networks of Russia grew by 11.5% in volume terms and by 20% in rubles.

This is stated in a study conducted by Nielsen (owned by RBC). The head of the Executive Committee of the National Meat Association Sergei Yushin confirms that “the demand for the meat products is recovering after a recession”. As he says, “first of all, it explains the increase of purchasing ability of Russians”.

In addition, “consumers are more likely to buy meat in federal networks, rather than in markets or in traditional retail”, says Yushin. This is due not only to the geographical spread of retailers but also to the convenience of packaging and the shelf life of products. For retailers, the meat category has a special significance — 55% of Russian consumers call «quality meat department» an extremely important factor for choosing the store, says the expert on retail-audit from Nielsen Russia Marina Lapenkova.

What, follows from the Nielsen data is that most of all meat is bought in the discount stores, they account for about 60% in bulk and about 55% in monetary terms. Another 20% of meat is sold in superstores, and supermarkets account for only 15% of total sales.

Despite the restoration of purchasing power, Russians are still trying to save money. As such, they prefer chicken meat, the average cost of which is 143 rubles/kg, quotes Lapenkova. In addition, sales of products under their own brand, which is usually cheaper than brand, grew by 24% in rubles compared to the previous year. Now the share of private brands in the sales of meat and meat products is 15%.

Source: RBC

21.07.2017