Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Prepared Meals Market

“• Consumers aged 55 and over are the main consumer group for Prepared Meals in Russia
• Russia’s Prepared Meals market is among the fastest-growing by value and volume
• Consumption of Prepared Meals in Russia is largely driven by the desire for convenient products at affordable prices
• The desire for better value for money will result in greater private label penetration
• Consumers’ desire for novel flavors will be reflected in their choice of Prepared Meals”

“Definitions
Category classification and demographic definitions
Summary methodology
Canadean has identified nine mega-trends that drive food choice and these can be broken down into 20 sub-trends

Market context
Changing Lifestyle and the search for convenience are driving demand for Prepared Meals Russia
The Russian Prepared Meals market currently values RUB143.8 billion and will witness high growth in the next five years
Ready Meals accounts for the highest share of volume consumption in the Russian Prepared Meals market
There were 1.1 billion Prepared Meals occasions in Russia with consumption higher among women and Older Consumers
The Prepared Meals market in Russia is the fifth highest across major countries, in value terms
The Russian Prepared Meals market is forecast to register the highest growth among European nations, in volume terms

Demographic cohort consumption patterns
Russian females are marginally over-consuming Prepared Meals compared to their male counterparts
The working class population are primarily over-consuming in the Russian Prepared Meals market
Russian women are ‘heavy frequency’ consumers of Prepared Meals
Russia’s working population follow ‘heavy frequency’ consumption of Prepared Meals

Consumer trend analysis
The desire to seek Personal Space & Time is the leading motivation for choosing Prepared Meals in Russia
Consumer trends influencing Prepared Meals’ consumption can be compared globally to highlight the degree of influence of each trend
The Changing Lifestyle mega-trend: The evolving needs of different age groups is driving Prepared Meals’ consumption in Russia
The Connectivity mega-trend: Technology Uptake has a minimal influence in creating a ‘connect’ between consumers and the product
The Convenience mega-trend: The Busy Lives of Russian consumers is among the primary motivators for choosing Prepared Meals
The Ethics mega-trend: Ethical concerns have a minimal impact on the consumption of Prepared Meals in Russia
The Experience & Enjoyment mega-trend: Russian consumers’ desire to indulge in Prepared Meals is driving consumption volumes
The Health & Wellness mega-trend: Health concerns will remain secondary in Russia’s Prepared Meals market
The Individuality mega-trend: Consumers’ desire to seek Personal Space & Time fuels consumption of Prepared Meals in Russia
The Trust mega-trend: Russian consumers are not overly concerned about the safety of the Prepared Meals they purchase
The Value mega-trend: When choosing Prepared Meals, Russian consumers desire value for money products

Innovation examples
Manufacturers of Prepared Meals are innovating across categories to target the growing needs of Russian consumers
Global innovations on formulation and packaging can be a source of inspiration for Russian manufacturers

Recommended actions
Manufacturers should target Russian consumers with value offerings and tasty, convenient snack products
Manufacturers should explore food pairings and target more than just convenient hunger-fixes

Appendix
An explanation of the sub-trends
Detailed methodology
About Canadean”