RUSSIAN SHOPPERS IN NEW ECONOMIC ENVIRONMENT RESEARCH FINDINGS

Transcription

1 RUSSIAN SHOPPERS IN NEW ECONOMIC ENVIRONMENT RESEARCH FINDINGS SEPTEMBER 14

2 Copyright 13 The Nielsen Company. Confidential and proprietary. CONFIDENTIALITY The Client is not authorised to publish and/or adapt this research report, whether in whole or in part(s), in the press, on the radio, on television, in leaflets, data search systems, litigations etc. without prior written consent of Nielsen. Consent for publication should be sought from Nielsen each time. 2

3 Copyright 13 The Nielsen Company. Confidential and proprietary. THE CONTENT RESEARCH DESIGN 4 MAIN FINDINGS SHOPPER IN NEW ECONOMIC ENVIRONMENT 8 PURCHASE BEHAVIOUR BY CATEGORIES 14 SHOPPER UNDER IMPORT EMBARGO 26 SHOPPER PROFILE 37 3

4 Copyright 13 The Nielsen Company. Confidential and proprietary. RESEARCH DESIGN Quantitative research Method: on-line interviews (recruitment from on-line panel) Scope: Moscow, St. Petersburg, Ekaterinburg, Novosibirsk, Rostov-on-Don, Nizhny Novgorod, Samara, cities of 0 th.inh.+ Sample: 11 respondents = cities over 1 mln.inh.+ 77 = cities over 0 th.inh.+ Target audience: men and women y. o. (quotas for gender and age), main shoppers in household Fieldwork duration: 27 August - 2 September 4

5 Copyright 13 The Nielsen Company. Confidential and proprietary. MAIN FINDINGS Level of shopper optimism

6 Copyright 13 The Nielsen Company. Confidential and proprietary. MAIN FINDINGS Changes in FMCG consumption 6

7 Copyright 13 The Nielsen Company. Confidential and proprietary. MAIN FINDINGS Consumption under import embargo 7

8 SHOPPER IN NEW ECONOMIC ENVIRONMENT LEVEL OF SHOPPER OPTIMISM INCOME AND SAVINGS CHANGE IN CONSUMER BEHAVIOUR STRATEGIES OF SAVING CHANGES OF CONSUMER BEHAVIOUR BY CHANNELS

9 Copyright 13 The Nielsen Company. Confidential and proprietary. Level of shopper optimism, % JOB PROSPECTS IN COMING YEAR RUSSIA CITIES OF 1 mln.inh. CITIES OF 0 th.inh.+ PERSONAL FINANCIAL WELL-BEING IN COMING YEAR GROUP 2 MAX: 0 60 LEVEL OF SHOPPER OPTIMISM = MEAN BY "EXCELLENT" AND "GOOD" ASSESSMENT TO 1) EMPLOYMENT PROSPECTS, 2) PERSONAL FINANCIAL SITUATION, 3) RIGHT TIME FOR PURCHASING THINGS GROUP 3 GROUP 1 30 RUSSIA CITIES OF 1 mln.inh. CITIES OF 0 th.inh.+ TIME TO BUY NEW THINGS Excellent Good Not so good Bad MIN: 0 Base: all respondents RUSSIA CITIES OF 1 mln.inh. CITIES OF 0 th.inh.+ 9

10 Copyright 13 The Nielsen Company. Confidential and proprietary. Income and savings over 3 months, % HH INCOME CHANGES SAVING BEHAVIOR My HH income increased significantly over the past 3 months SAVING BEHAVIOR 1 My HH income increased slightly over the past 3 months SAVING BEHAVIOR 2 My HH income has not changed SAVING BEHAVIOR 3 40% My HH income decreased slightly over the past 3 months SAVING BEHAVIOR 4 SAVING BEHAVIOR RUSSIA My HH income decreased significantly over the past 3 months Do not have savings Base: all respondents

11 Copyright 13 The Nielsen Company. Confidential and proprietary. Overall changes in consumer behavior over 3 months, % Less 16% 16%-% More % CHANGES IN FMCG-CONSUMPTION 34 Buy more FMCG 34 % AVERAGE CHANGES XX % Buy the same amount of FMCG Base: n=241 Buy less FMCG CHANGE IN SPENDING 34 XX % Spend significantly more money Base: n=6 Spend slightly more money Spend the same amount of money BECAME MORE THRIFTY? % Spend slightly less money Spend significantly less money Base: all respondents Definitely yes Probably yes Probably no Definitely no 11

12 Copyright 13 The Nielsen Company. Confidential and proprietary. Overall changes in consumer behavior over 3 months, % CHANGES IN PRICES AVERAGE % OF PRICE CHANGE XX % 40% Prices increased significantly Prices increased slightly Prices have not changed STRATEGIES OF SAVING STRATEGY 1 Prices decreased slightly STRATEGY 2 Prices decreased significantly STRATEGY 3 CHANGES IN ASSORTMENT STRATEGY 4 Range of products grown significantly STRATEGY Range of products grown slightly STRATEGY 6 Range of products has not changed Range of products decreased slightly Range of products decreased significantly 40% STRATEGY 7 STRATEGY 8 No action Base: all respondents 12

13 Copyright 13 The Nielsen Company. Confidential and proprietary. Changes in consumption by channels over 3 months, % DISCOUNTERS 34 HYPERMARKETS 34 OPEN MARKETS 34 CASH&CARRY 34 SUPERMARKETS 34 MINIMARKETS 34 TT STORES 34 KIOSKS/PAVILIONS 34 Has started to buy more than 3 months ago The same as 3 months ago Has started to buy less than 3 months ago Base: all visitors of channels 13

14 PURCHASE BEHAVIOUR BY CATEGORIES CHANGES IN CONSUMER BEHAVIOUR BY CATEGORIES REASONS FOR CHANGES IN CONSUMER BEHAVIOUR PRICE CHANGE BY CATEGORY SAVING STRATEGIES BY CATEGORY CATEGORIES-INDICATORS OF PRICE LEVEL

15 Copyright 13 The Nielsen Company. Confidential and proprietary. Changes in consumption by categories over 3 months (food products), % Beer Bottled / mineral water Boxes of chocolate pralines Carbonated soft drinks Cereals, pasta Cheese Chips, crackers, and other snacks Chocolate Coffee Fresh fruit and vegetables Fresh meat, poultry, fish Frozen food Fruit juices Meat products, sausages Modern dairy Packed sweets Pet food Premium alcohol Tea Traditional dairy Vodka Have stopped buying now Buy less than 3 months ago Buy the same as 3 months ago Buy more than 3 months ago Base: category shoppers 1

16 Copyright 13 The Nielsen Company. Confidential and proprietary. Changes in consumption by categories over 3 months (non-food products), % Diapers Feminine products Hair care Household cleaners Laundry detergents Paper products Personal care Have stopped buying now Buy less than 3 months ago Buy the same as 3 months ago Buy more than 3 months ago Base: category shoppers 16

17 Copyright 13 The Nielsen Company. Confidential and proprietary. Reasons for consumption decrease by categories (food products),% Beer Bottled / mineral water Boxes of chocolate pralines Carbonated soft drinks Cereals, pasta Cheese Chips, crackers, and other snacks Chocolate Coffee Expensive alcohol Forage for animals Fresh fruit and vegetables Fresh meat, poultry, fish Frozen foods Fruit juices Meat products, sausages Modern dairy products Packaged candy Tea Traditional dairy products Vodka STARTED TO SAVE, % BUY LESS THIS TIME OF YEAR, % Base: respondents who have reduced their consumption of categories 17

18 Copyright 13 The Nielsen Company. Confidential and proprietary. Reasons for consumption decrease by categories (non-food products),% Cigarettes Diapers Feminine hygiene Household goods Laundry detergent Paper products Personal care products Products for hair care STARTED TO SAVE, % BUY LESS THIS TIME OF YEAR, % Base: respondents who have reduced their consumption of categories 18

19 Copyright 13 The Nielsen Company. Confidential and proprietary. Changes in prices by categories over 3 months (food products), % Beer Bottled / mineral water Boxes of chocolate pralines Carbonated soft drinks Cereals, pasta Cheese Chips, crackers, and other snacks Chocolate Coffee Expensive alcohol Fresh fruit and vegetables Fresh meat, poultry, fish Frozen foods Fruit juices Meat products, sausages Modern dairy products Packaged sweets Pet food Tea Traditional dairy products Vodka Prices have grown significantly Prices have grown slightly Prices have not changed Prices have decreased slightly Prices have decreased significantly Base: consumers of the category 19

20 Copyright 13 The Nielsen Company. Confidential and proprietary. Changes in prices by categories over 3 months (non-food products), % Cigarettes Diapers Feminine hygiene Household goods Laundry detergent Paper products Personal care Products for hair care Prices have grown significantly Prices have grown slightly Prices have not changed Prices have decreased slightly Prices have decreased significantly Base: consumers of the category

21 Copyright 12 The Nielsen Company. Confidential and proprietary. Saving strategies by category, in 3 months (food products), % Base: consumers of the category, who noticed an increase in prices FRESH FOOD PRODUCTS DAIRY CATEGORIES Fresh vegetables and fruit Fresh meat, poultry, fish Traditional dairy products Modern dairy products Cheese n= n= n= n= n= Strategy Strategy 2 Strategy 3 Strategy 4 Strategy Strategy Strategy 7 Strategy 8 Strategy 9 Nothing has changed 21

22 Copyright 12 The Nielsen Company. Confidential and proprietary. Saving strategies by category, in 3 months (food products), % Base: consumers of the category, who noticed an increase in prices Meat products, sausages Chips, crackers, and other snacks Boxes of chocolate pralines OTHER FOOD CATEGORIES Packaged sweets Chocolate Cereals, pasta Frozen food Pet food Tea Coffee n= n= n= n= n= n= n= n= n= n= Strategy Strategy 2 Strategy 3 Strategy 4 Strategy Strategy Strategy 7 Strategy 8 Strategy 9 Nothing has changed 22

23 Copyright 12 The Nielsen Company. Confidential and proprietary. Saving strategy by categories in 3 months (drinks), % Base: consumers of the category, who noticed an increase in prices DRINKS Carbonated soft drinks Fruit juices Bottled water/ mineral water Beer Premium alcohol Vodka n= n= n= n= n= n= Strategy Strategy 2 Strategy 3 Strategy 4 Strategy Strategy Strategy 7 Strategy 8 Strategy 9 Nothing has changed 23

24 Copyright 12 The Nielsen Company. Confidential and proprietary. Saving strategies by category, in 3 months (non-food products), % Base: consumers of the category, who noticed an increase in prices Paper products Personal hygiene products Products Laundry for hair care detergents NON-FOOD PRODUCTS Household goods Feminine hygiene products Diapers Cigarettes n= n= n= n= n= n= n= n= Strategy Strategy 2 Strategy 3 Strategy 4 Strategy Strategy Strategy 7 Strategy 8 Strategy 9 Nothing has changed 24

25 Copyright 13 The Nielsen Company. Confidential and proprietary. Indicators of store price level (TOP ), % CITIES OF 1 MLN. INH CITIES OF 0 TH.+ INH Cereals, pasta Cheese Coffee Fresh fruit and vegetables Fresh meat, poultry, fish Household goods Meat products, sausages Modern dairy products Tea Traditional dairy products * DIFFERENCE FROM RUSSIA LEVEL Base: all respondents

26 SHOPPER UNDER IMPORT EMBARGO CONCERNS ABOUT EMBARGO POSITIVE AND NEGATIVE EFFECTS OBSERVED CHANGES AND STRATEGIES OF SAVING POSSIBLE RESULT OF IMPORT EMBARGO CATEGORIES OF CONSUMPTION CATEGORIES OF CONCERN STRATEGIES FOR SAVING IN BANNED CATEGORIES POSSIBLE STRATEGIES FOR SAVING IN BANNED CATEGORIES OOS CONSUMPTION

27 Copyright 13 The Nielsen Company. Confidential and proprietary. Concern about embargo, % AWARENESS OF IMPORT EMBARGO WHAT GIVES RISE TO CONCERN (TOP ) Aware Unaware 1 CONCERN ABOUT IMPORT EMBARGO 2 40% 3 Much concerned Slightly concerned Neutral Rather not concerned Absolutely not concerned 4 Base: all respondents Base: respondents concerned about import embargo 27

28 Copyright 13 The Nielsen Company. Confidential and proprietary. Positive and negative effects (TOP ), % NEGATIVE EFFECTS POSITIVE EFFECTS % EFFECT 1 EFFECT 1 60% % EFFECT 2 EFFECT 1 % 1% EFFECT 3 EFFECT 1 1% 30% NO NEGATIVE CONSEQUENCES NO POSITIVE CONSEQUENCES % Base: all respondents 28

29 Copyright 13 The Nielsen Company. Confidential and proprietary. Observed changes, strategies of saving, % OBSERVED CHANGES STRATEGIES OF SAVING Strategy 1 30 Strategy 1 30 Strategy 2 Strategy 2 Strategy 3 Strategy 3 Strategy 4 Strategy Strategy 6 1 Strategy 4 Strategy 1 Strategy 7 Strategy 6 Strategy 8 Strategy 7 No any strategy No any strategy Base: all respondents 29

30 Copyright 13 The Nielsen Company. Confidential and proprietary. Possible consequences of the sanctions, % CHANGES IN ASSORTMENT CHANGES IN PRODUCTS QUALITY Necessary products will not be available Range of products will decrease considerably Range of products will decrease slightly No changes Range of products will grow slightly Range of products will grow significantly CHANGES IN PRICES Base: Base: Quality of products will significantly deteriorate Product quality will deteriorate slightly No changes Quality of products will slightly improve Quality of products will significantly improve IMPACT ON REGION ECONOMY Prices will rise significantly Prices will rise slightly No changes Prices wiil decrease slightly Prices will drop significantly Base: Will affect very significantly Will affect significantly Will affect slightly Will have no effect, probably Will have no effect at all Base: all respondents 30

31 Copyright 13 The Nielsen Company. Confidential and proprietary. Categories of consumption / categories of concern, % CATEGORIES OF CONSUMPTION CATEGORIES OF CONCERN Traditional dairy products Fresh fruit Cheese Fresh vegetables Meat products Chilled poultry Modern dairy products Chilled pork Frozen fish Chilled beef Chilled fish Frozen poultry Frozen seafood Frozen pork Frozen beef Base: all respondents 31

32 Copyright 12 The Nielsen Company. Confidential and proprietary. Strategies of saving by categories, % Base: consumers of the category FRESH FOOD PRODUCTS DAIRY CATEGORIES Fresh vegetables Fresh fruit Traditional dairy products Modern dairy products Cheese n= n= n= n= n= Strategy Strategy 2 Strategy 3 Strategy 4 Strategy Strategy Strategy 7 Strategy 8 Strategy 9 Strategy I buy the same as before 32

33 Copyright 12 The Nielsen Company. Confidential and proprietary. Strategies of saving by categories, % Base: consumers of the category MEAT / MEAT PRODUCTS FISH Chilled pork Chilled beef Chilled poultry Meat products Chilled fish Frozen fish n= n= n= n= n= n= Strategy Strategy 2 Strategy 3 Strategy 4 Strategy Strategy Strategy 7 Strategy 8 Strategy 9 Strategy I buy the same as before

34 Copyright 12 The Nielsen Company. Confidential and proprietary. Possible strategies of saving by categories, % Base: consumers of the category FRESH FOOD PRODUCTS DAIRY CATEGORIES Fresh vegetables Fresh fruit Traditional dairy products Modern dairy products Cheese n= n= n= n= n= Strategy Strategy 2 Strategy 3 Strategy Strategy Strategy 6 Strategy 7 Strategy 8 Strategy 9 I will buy the same way as before 34

35 Copyright 12 The Nielsen Company. Confidential and proprietary. Possible strategies of saving by categories, % Base: consumers of the category MEAT / MEAT PRODUCTS FISH Chilled pork Chilled beef Chilled poultry Meat products Chilled fish Frozen fish n= n= n= n= n= n= Strategy Strategy 2 Strategy 3 Strategy Strategy Strategy 6 Strategy 7 Strategy 8 Strategy 9 I will buy the same way as before 3

36 Copyright 13 The Nielsen Company. Confidential and proprietary. OOS consumption, % CHILLED PORK CHILLED BEEF CHILLED POULTRY FROZEN POULTRY * * * * * * MEAT PRODUCTS CHILLED FISH FROZEN FISH * * * * Base: all respondents CHILLED POULTRY CHILLED PORK * CHILLED BEEF MEAT PRODUCTS FROZEN FISH SEAFOOD FROZEN FOOD WILL BUY NOTHING 36

37 SHOPPERS' PROFILE

38 Copyright 13 The Nielsen Company. Confidential and proprietary. SHOPPERS' PROFILE AGE Number of family members % Average age XX GENDER % % + % % % Base: all respondents 38

39 Copyright 13 The Nielsen Company. Confidential and proprietary. SHOPPERS' PROFILE 1 Higher Professional training at technical college Specialist with higher education, without Head of the department, division Temporarily not working, unemployed, looking for Worker 1 Incomplete higher Employee without higher education 1 1 Secondary - high school, vocational school Incomplete secondary MBA Non-working pensioner Business owner / entrepreneur A student (full-time) Domestic service staff Managing employee of a company, institution Base: all respondents 39