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Russian Marketing Directors Summit14th-16th 2008
Marriot Grand Hotel, Moscow
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Q. In what situations do you usually eat instant porridges?
No answer
Other
For dinner
In the country
For supper at home
To have a snack atwork/study
For breakfast at home 75%
26%
27%
1%
1%
1%
20%
0% 50% 100%Consumption situations
)
Data source: Omnibus Sum 08
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Expectations from
Breakfast
and Cooking Process
Emotional State Abstract Associations
Fast
cooking
process
Tasty
Nutritious
Healthy
Light (no
heaviness
in stomach)
Lightness
Lazy state (dopey
morning / twilight
zone between sleeping
and waking)
A break before
important day
Desire to wake up
Haste
A village house/
Domik v derevne
and
grandmother with jugs
(advertising images)
Saves
time
Allows
moving
quickly
when
getting
to work
Benefits
Data source: Ipsos Innoscreen, Sept 08
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Average consume frequency
~ 3,4 times during past week
Averagepenetration~28%
Past week
Milk cocktails
Zapekanka
Vareniks
Nuts / dried fruit
Cacao
Muesli / muesli bars
Chocolate / sweets etc.
Kefir / ryazhenka
Fast cooking porridges
Vegetables
Breakfast cereals
Pancake / syrniki
Instant porridges
Juices
Biscuits
Milk
Regular porridges
Drinking yoghurts
Tvorozhki / spoonable yoghurts
Pastry / cakes
Tvorog
Fruit
Sausages / ham / cheese w/o
bread
Eggs / fried eggs
Coffee
Tea
Sandwiches / toasts
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
5,0
5,5
6,0
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80Penetration (%)
Consum
efrequency(mean
)
Most typical
breakfast products
Nichebreakfast products
Less typical
breakfast products Widespread but used less often
Data source: Ipsos Innoscreen, Sept 08
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,
8.1
4.9
5.8
4.3
5.1
7.545%
79%
76%
85%
83%
10%
6%
6%
6%
7%
45%
18%
9%
10%
46%8%46%
15%
Sum' 2007
Win' 2007
Sum' 2007
Win' 2007
Sum' 2007
Win' 2007
15%Instant
17%
21%Quick-cooked
24%
54%
55%Traditional
Penetration Frequency
(times per month)Share of consumers
Non-consumersRegularconsumers
Occasionalconsumers
Regular consumer a respondent that consumes a product no less than 2-3 times a monthOccasional consumer a respondent that consumes a product once a month and less often
Q.2. How often do you eat each of these types of porridges? Significantly higher/ lower
Penetration level of quick-cooked & instant porridges AND consumption frequency of all the
porridge types is significantly HIGHER compared to Sum 2007.Supposedly the category is seasonal affected: level of consumption is higher in cold seasons
Base: All respondents (3500)
Data source: Omnibus Sum 08
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MORNING: 06h00MORNING: 06h00--08h0008h00 AFTERNOONAFTERNOON
about 11h00about 11h00--12h0012h00
IN EARLY MORNING HOURS BREAKFAST
IS RATHER NOT EATEN
Often the only meal is coffee or tea
Only children eat breakfast
(although in the case of younger
children breakfast is sometimes
eaten in kindergarten)
OUTSIDE THE HOME
THIS IS WHERE THE FIRSTACTUAL MEAL IS EATEN
THE FIRST BREAKFAST ASWELL AS THE SECOND AREBOTH LOCATED AT WORK
RADIO DZIELONE ZINNYMI
AT HOMEAT HOME
The second breakfastFor some women second breakfast is thefirst significant (nutritious) meal of the day if they had only had small snacksbeforehandAll in all products the same as in case of
first breakfast are eaten: dairy and cerealproducts are predominant
Sleep is extended to themaximumPreparing to leave home
Doing the necessarythingsWith respect to eating (mothers) focus on thechildren. Satisfying ownneeds postponed
Time for the first breakfast the first real meal duringthe dayEating breakfast at workhas its limitations consuming ready productsis common: those that arefast and easy to produce
and eat
THIS TIME FRAME IS
RESERVED MOSTLYFOR WORK
FORENOONFORENOON NOONNOON
about 09h00about 09h00about 06h00about 06h00--07h0007h00
Dinner is the first meal eatentogether with the family
Data source: Millward Brown SMG / KRC, July 07
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Fast
Convenient
Satiating
Light
Energy-
providing
Healthy
BREAKFAST
Contains nutrients: vitamins,carbohydrates, minerals),
guaranteeing the properfunctioning of the organism
Allowing a more efficientcompletion of everyday tasks
Quick to prepareand eat
Not requiring muchtime but at thesame time giving
the feeling that Iam eatingsomething healthy(withoutpreservatives whichare associated with
fast instant dishes)
Pleasantly fills thestomach, eliminates
the feeling of asucking in thestomach
Allows one to endureto another mealwithout the need tohave a snack along theway
Not requiring effort toprepare
Possible to prepare atwork (e.g. no need toheat milk!)
Does not make you feelheavy
Does not linger in thestomach
No feeling of over-eating
Data source: Millward Brown SMG / KRC, July 07
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Reasons for porridges rejection
Q. Why dont you eat certain type of porridge?
Base: Rejecters of different types of porridges (base isshown in each group)
58%
30%
9%
3% 3%1%
5%
61%
5% 3%
29%
11%8%
3%
60%
3% 2%
32%
14%
11%
3%
0%
25%
50%
75%
Don't like
porridge/the
type
Don't have time
for preparation
Don't like to
prepare
porridge
Porridge isn't a
natural product
It is not
nourishing
There are few
vitamins
Other reasons
(no more than)
Traditional porridge(1564)
Quick-cooking
porridge (2756)
Instant porridge(2966)
Data source: Omnibus Sum 08
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*Income: middle
and high
(>10000Rub) (67%)
16-64 age (50%)
, ? ,
Tota
lRussiapo
pulation142,8mln
Rural
population
38,7 mln
Urban
population104,1 mln
Dont like
porridge41% / 42,7mln
Porridgeconsumers
59% / 61,4
mln
Rejecters 60% /
25,6 mln
Other purposes
40% / 17 mln
Traditional
porridge 92% / 56
mln
Fast cooked
porridge 38% / 22
mln
Instant porridge27% / 16,7
Other purposes
5.7 mln
Instant porridgeTA 5,3 mln
Fast cooked
porridge
7,3 mln
Traditional
porridge
18,7 mln
Other purposes
5,7 mln
Target audience
Data source: APK Russia
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58%
54%
31%
2%
2%
6%
7%
0% 50%
()
58%
54%
31%
2%
2%
6%
7%
0% 50%
22%
33%
18%
1%
0%
2%
43%
0% 50%
15%
17%
2%
11%
10%
38%
0% 50%
Natural product
It is good for stomach
Contain vitamins and minerals
It is convenient to prepare
Tasty, nutritiously, usefulWhen is nothing else to eat
No answer
To have a snack
Price suits me
Traditional FCP IP
Data source: Omnibus Sum 08
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Consumption basedon convenience
(time/no cooking skillsrequired/lessdishwashing etc)
Consumption basedon taste variousadditives and fruits(hedonism) but stillhealthy for stomach(since it is healthier
than sandwiches etc)and natural
Healthy snack atwork
Consumption basedon balance between
Convenience &Naturality due to lack offlavors, additives etc.
Consumptionbased on price
Consumptionbased onnaturality + thereare no timeconstraints forcooking
IPFCPTraditional
Data source: Omnibus Sum 08
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TA:
*Income: middle
and high
(>10000Rub) (67%)
16-64 age (50%)
Convenience
Natu
rality&
vitality
,
Nourishment
1,5 mln
6,3 mln2,2 mln
Instant porridgeTA 5,3 mln
Dont have time
for preparation
30% / 1,7 mln
Dont like toprepare 9% /
0,5 mln
Isnt a natural
product 32% /
4,7 mln
There are fewvitamins 11% /
1,6 mln
Not nourishing11% / 1,5mln
Data source: APK Russia, Omnibus Sum 08
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Fast
Convenient
Satiating
Light
Energy-
providing
Healthy
BREAKFAST
Allowing a more efficientcompletion of everyday tasks
Quick to prepareand eat
Not requiring muchtime but at thesame time giving
the feeling that Iam eatingsomething healthy(withoutpreservatives whichare associated with
fast instant dishes)
Pleasantly fills thestomach, eliminates
the feeling of asucking in thestomach
Allows one to endureto another mealwithout the need to
have a snack along theway
Not requiring effort toprepare
Possible to prepare atwork (e.g. no need to
heat milk!)
Does not make you feelheavy
Does not linger in thestomach
No feeling of over-
eating
?
Data source: Millward Brown SMG / KRC, July 07
:
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:
1 Protection
2 Weight Control
3 Digestion
4 Performance
5 Healthy Aging
7 Beauty
8 Give Birth to Healthy Children
9 Cheer Up
1 Confiture
2 Waffer cakes
3 Waffers
4 Jam
5 Marshmellow
6 Baked cakes, rolls 7 Fruit jelly
8 Honey
9 Ice-cream10 Non-chocolate candy
11 Regular sweet cookes
12 Pastila
13 Cookies with cholocatecover / filling
14 Chocolate tablets
15 Bulk chocolate sweets
16 Chocolate drops17 Chocolate bars
18 Boxed chocolate sweets
19 Youhgurt drinks20 Youhgurts21 Kefir
22 Milk
23 Cream
24 Butter25 Sour-cream
26 Cheese
27 Cottage cheese
28 Other sour-milk produc
29 Fast cooking cereals
30 Instant cereals
31 Grains
32 Muesli
33 Muesli bars
34 Breakfast cereals
35 Poultry
36 Meat
37 Fish / seafoods
38 Eggs
39 Bottled still water
40 Bottled carbonated water
41 Carbonated soft drinks
42 Cereal drinks
43 Flavored still water
44 Juices
45 Bottled cold tea
46 Energy drinks
47 Cocoa
48 R&G coffee
49 Foaming mixes
50 Non-foaming mixes
51 Tea52 Black soluble coffee
53 Vegetables
54 Dried fruit55 Fruit or vegetable puree
56 Fruits
57 Bread
58 Bread sticks
59 Pasta
60 Vegetable oil
61 Sugar
62 Salt
63 Bran
65 Wheat sprouts
66 Crackers /salty cookies
67 Nuts / seeds
68 Bread crisps
69 Chips
70 Bullion cubes / powder
broth
71 Instant meals
72 Seasonings
73 Instant soups
74 Wurst
75 Sausages76 Ravioli
-2
-1.5
-1
-0.5
0
0.5
1
-3 -2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5
Emoti
ons
Aesthetics
Performance
WeightCon
trol
Look Good
Feel Good
Data source: Consumer needs segmentation study Sum08
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Protection
Weight Control
Digestion
Performance
Healthy Aging
Kids Growth and
Development
Beauty
(skin/nails/teeth/hair)
Give Birth to Healthy
Children
Indulgence, Cheer Up
Satisfy Hunger /
Quench Thirst
0
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100
Im
portance(Top3)
Size = frequency
: , ( 3 )
past year
Feel Good Dimension: functional aspectmore important than emotional
Data source: Consumer needs segmentation study Sum08
Healthy Aging: Gaps
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y g g p
Size of the bubble =
degree of correspondence
between motive andNeedstate:
Motive primarily
corresponds to thisneedstate
Motive has high
correspondence with this
needstate, but is primarily
related to another
needstate
Motive has average
correspondence with this
needstate and is primarily
related to another
needstate
Improve cardio-
vascular system
functioning
Prevent loss of
sight / improve
eyesight
Improve blood
circulation
Improve joints
mobility
Help liver
functioning
Prevent diabetes
Lower bloodpressure
Strengthen bones
Maintain potency /
sexual functioning
To clear body fromdross and toxins
Ensure balanced
nutrition
To strengthennervous system
Improve your
climax condition
Relieve insomnia
Prevent caries
4.5
4.6
4.7
4.8
4.9
5.0
5.1
5.2
5.3
5.4
5.5
5.6
5.7
5.8
5.9
6.0
6.1
6.2
6.3
6.4
6.5
6.6
6.7
0% 5% 10% 15% 20% 25% 30% 35%
Penetration of motive within Needstate(% of consumers
who attribute motive to this needstate
among those who have this needstate)
Satisfac
tionMean
Data source: Consumer needs segmentation study Sum08
Healthy Aging:
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y g g
Fish / seafoodsVegetable oil Grains
Flavored still water
MeatCreamInstant cereals
Bran
Eggs
Dried fruit
ButterCottage cheese
Wheat sprouts
Milk
Honey
Muesli
Tea
Nuts / seeds
Jam
Bottled still water Juices
Fast cooking
cereals FruitsOther sour-milk
products KefirPoultry
Seasonings
Sour-cream Cheese Vegetables
YouhgurtsBreakfast cereals
Bread
Youhgurt drinks
Bottled carbonatedwater
Chocolate tablets
-5,0
-4,0
-3,0
-2,0
-1,0
0,0
1,0
2,0
3,0
4,0
5,0
0 10 20 30 40 50 60 70 80
Penetration of motive within Needstate(% of consumers
who attribute product to this needstate
among those who have this needstate)
RelevancetoNeed
Color of the bubble =
degree of product
relevance toNeedstate:
High relevance
Medium-high
relevance
Average relevance
Average-low
relevance
Low relevance
Data source: Consumer needs segmentation study Sum08
ea y g ng:
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Reduced /without
cholesterol
Reduced salt
Reduced sugar Vitamin D
Omega 3 MineralsCalciumZinc
Vegetable
additivesPhosphorusProbiotics
Lacto bacteria
Vitamin EDecaffeinated Iron
Antioxydants
Reduced
carbohydratesFoil Acid
MagnesiumContains fructose
Without GMO
Reduced fat Vitamin AVitamin COther vitamins
Prebiotics
VitaminsOther mineralsReduced calories Vitamin B
Cellulose
Many different
variants/tastes
Contains useful
bacteria
Without yeast
Appropriate portion
size Bifid bacteriaWithout
preservatives
With caffeine
Enriched with
protein
-5,0
-4,0
-3,0
-2,0
-1,0
0,0
1,0
2,0
3,0
4,0
5,0
0 10 20 30 40 50 60
Penetration within the Need(% of consumers
who think this attribute is important within this need
among those who have this need)
Relevancefortheneed
Color of the bubble
= degree ofcharacteristic relevance
to Needstate:
High relevance
Medium-high
relevance
Average relevance
Average-low
relevance
Low relevance
Data source: Consumer needs segmentation study Sum08
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68 average-high index
74 high index
105Strengthen bones
74vitamins and microelements109Prevent loss of sightProvide child with necessary109Improve cardiovascular system functioning
74vitamins and microelements115Help liver functioning
Improve assimilation ofHealthy Aging
108Prevent caries
86Strengthen bones115Clear body from dross and toxins94Strengthen teeth131Improve metabolism
Kids Growth and Development131Improve gut organisms
Digestion
115Relieve hangover
115Relieve insomnia116Strengthen nails113To strengthen nervous system122Prevent caries
107Relax, calm down124Help hair look good
Mood Control128Improve facial color
124Strengthen hair
112Prevent / get rid of cellulitesBeauty124Lower fat depot
Weight Control107Better assimilation of vitamins and microelements
119Prevent / not evoke allergic reactions
120Improve memory119Prevent loss of eye sight
134Not to feel drowsy, stay toned119Improve metabolismPerformanceProtection
Ipsos summer 08Data source: Consumer needs segmentation study Sum08
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Shopper insight
, ,
-
! !!!
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