Ib demo russia electronic cigarettes market_ may 2012
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Russian Market Report is a leading Russian marketing and consultancy company, a well-known provider of consumer, retail, and wholesale market research information for a wide range of industries. For ...

Russian Market Report is a leading Russian marketing and consultancy company, a well-known provider of consumer, retail, and wholesale market research information for a wide range of industries. For years of service, it has built an image of a loyal partner, a trustworthy source of information, and a specialist in its sphere. This has been achieved by very precise problem recognition and problem definition, appropriate research design, exact choice of research methods, state-of-the-art primary and secondary data collection, quantitative and qualitative research expertise, thorough and accurate analysis, and effective implementation.

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Ib demo russia electronic cigarettes market_ may 2012 Document Transcript

  • 1. Demo-VersionRussia: ElectronicCigarettes MarketAnalysis and Forecast to 2017May 2012Marketing ResearchBarykovsky lane 4, building 2, office 201 e-mail: info@indexbox.ru www.indexbox.ruMoscow, 119034Phone number: +7 495 988 96 06
  • 2. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)Brief OverviewThe report on the electronic cigarettes market in Russia contains: • Analysis and forecasts of market dynamics • The structure of consumption by region • Analysis of imports • Analysis of factors, affecting the development of the market • Analysis of sales and consumer preferences • Assessment and forecast of market developmentMethodology:  Expert interviews with top managers of the largest players  Analysis of submissions from market participants  Analysis of statistical information, Rosstat, FEA.The report will allow you to: 1. Identify key indicators of the market, build your own business forecasts, based on market data 2. Evaluate the growth potential and threats in the marketKey figures presented in the report on the Russian electronic cigarettes market  Volume of imports;  Volume of consumption;  Main market indicators.The report contains the consensus market forecast based on the average value of theforecasts of market participants. As market experts are considered: manufacturers,importers, wholesale distributors, high-volume consumers, professional associations andunions, and trade publications. The experts, participating in the survey, are provided withspecial conditions on the purchase of the reports. Page 2 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 3. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)Why People Choose Us • We have been professionals in marketing research for over 9 years, and have completed over 1000 industry studies which are updated on a regular basis. • We collect data via expert interviews with market participants. Industry experts verify all secondary information used in the report. • We have an extensive database of economic information in almost every sector of the economy. Cross-analysis of related industries enables our clients to get a complete picture of the market of interest. • Our own research methodology guarantees the consistently high quality of our work. • We offer unique and individualized customer service: o Personal account on the website with a personal manager; o Monitoring of the status of your order online; o Pre-sale specialist advice and answers to post-purchase questions. • We offer special conditions for the actualization of our research reports. If interested, find out about these conditions from our specialists now! Page 3 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 4. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)Research DesignThe purpose of the study is to analyze the state of the Russian electronic cigarettes marketand build a forecast of the industry in the medium term.Geography of the research: RussiaMethodology1. Analysis of secondary market data:Secondary data refers to data from the Internet (industry portals, competitors’ sites,shopping sites, articles and reviews, reference materials), specialized publications, state andprivate media companies, marketing agencies, commercial databases, “IndexBoxMarketing” own research.2. Analysis of Materials from Market Participants (price lists, brochures, etc.):Data collection from market participants is needed to analyze the specifics of the marketand the parties involved in it, their pricing and assortment policy. Data on marketparticipants is gathered during the analysis of secondary information, and also by sendingrequests for price lists and other presentation materials.3. Expert Interviews with Market ParticipantsThe analysis of secondary information is completed by expert interviews withrepresentatives of market participant companies – manufacturers and trading companies.Our approach to the estimationThe consensus market forecast is the average value of the forecasts of market participants(experts).ExpertsAs market experts are considered: manufacturers, importers, wholesale distributors, high-volume consumers, professional associations and unions, and trade publications. Expertopinions are collected during telephone interviews conducted by IndexBox on a regularbasis (the standard is every six months, but can be more often, based on a special requestor under conditions of high volatility in the market). IndexBox has created an extensivedatabase of experts within key industries. The experts, participating in the survey, areprovided with special conditions on the purchase of the reports. Page 4 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 5. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)Accuracy of forecastsThe accuracy of forecasts is verified by experts in the given industry, based on the historicalperiod (3 years). In accordance with this accuracy, each expert weighs out the forecasts tocreate the overall average forecastIndicators1. Consumption: Consumption is the main index estimated by our experts and features the dynamics of consumption in real terms in the short to medium term. Experts give an estimate of the potential volume of consumption in accordance with their expectations and production plans (for manufacturers).2. Internal production: It is based on the projected volume of consumption and production capacity in any given industry, assessing, of course, and factoring in the dynamics of domestic production.3. Imports and Exports: Takes into account the retrospective dynamics of export-import operations, strengths and weaknesses of the domestic production, changes in legislation, the macroeconomic situation in the countries of the supplier (beneficiary) of a product, an assessment of the dynamics of imports and exports. Page 5 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 6. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)Table of Contents About IndexBox ...................................................... Error! Bookmark not defined. 1. Executive summary ................................................................................ 7 2. Research design ..................................................................................... 8 3. Classification of the electronic cigarettes ........ Error! Bookmark not defined. 3.1. Types of electronic cigarettes .......................... Error! Bookmark not defined. 3.2. Main models of electronic cigarettes................. Error! Bookmark not defined. 4. Working principle of the electronic cigarettes ...................................... 16 5. Characteristics of the Russian market of electronic cigarettes ............. 11 5.1. Volume and dynamics of the Russian electronic cigarettes market in 2009 - 2011. Forecast for 2012 - 2017 ....................................... Error! Bookmark not defined. 5.2. Structure of the electronic cigarettes market: imports, consumption......... Error! Bookmark not defined. 5.3. Level of concentration of competitiveness on the marketError! Bookmark not defined. 6. Characteristics of the prices of electronic cigarettes ............................... 13 6.1. Dynamics of the retail prices of electronic cigarettes ................................... 13 7. Characteristics of the imports of electronic cigarettes on the Russian market ......................................................................................................... 14 7.1. Volume and dynamics of the imports of electronic cigarettes ........................ 14 7.2. Manufacturing countries, leading suppliers of the imports of electronic cigarettes on the territory of the Russian Federation ..................... Error! Bookmark not defined. 7.3. Foreign companies, manufacturers of the electronic cigarettes, imported to the Russian Federation ……………………………………………………………………………………………………………………………Error! Bookmark not defined. 7.4. Russian companies, recipients of the imports of electronic cigarettes ........ Error! Bookmark not defined. 7.5. Structure of the imports of electronic cigarettes by Regions of the Russian Federation ……………………………………………………………………………………………………………………………16 8. Distribution of electronic cigarettes on the Russian marketError! Bookmark not defined. 8.1. Sales structure of the market by sales channels ......................................... 30 8.2. Sales structure of the market by Regions.......... Error! Bookmark not defined. 8.3. Sales structure of the market by price segments Error! Bookmark not defined. 8.4. Value chain formation by sales channels ........... Error! Bookmark not defined. 9. Factors, influencing the development of the market of electronic cigarettes Error! Bookmark not defined. 9.1. Social and economic situation in the Russian Federation in 2009 -1st quarter of 2012……….... ........................................................ Error! Bookmark not defined. Page 6 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 7. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)9.2. Level of welfare of the population and consumer expendituresError! Bookmarknot defined.10. Characteristics of the consumption of electronic cigarettesError! Bookmarknot defined.10.1 Volume and dynamics of the consumption of electronic cigarettes in 2009 - 2011.Forecast for 2012 - 2017. ...................................... Error! Bookmark not defined.10.2 Volume and structure of consumption of electronic cigarettes by Federal Districts 1711. Forecast for the development of the electronic cigarettes market in 2012 -2017 ....................................................................... Error! Bookmark not defined.11.1. Evaluation of the potential volume of supply of electronic cigarettes in 2012 - 2017. Error! Bookmark not defined.11.2. Scenarios for the development of the world economyError! Bookmark notdefined.11.3. Scenarios for the development of the electronic cigarettes market ........... Error!Bookmark not defined.Page 7 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 8. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)List of TablesTable 1. Comparative characteristics among the main models of electronic cigarettesError! BookmarTable 2. Dynamics of the imports of electronic cigarettes in the Russian Federation inJanuary 2011 - February 2012, in thousands of units.................................................... 14Table 3. Dynamics of the imports of electronic cigarettes in the Russian Federation inJanuary 2011 - February 2012, in thousands of USD ........... Error! Bookmark not defined.Table 4. Volume of the imports of electronic cigarettes by manufacturing countries in 2011,in thousands of units, in thousands of USD ........................ Error! Bookmark not defined.Table 5. Volume of the imports of electronic cigarettes by manufacturing companies in2011, in thousands of units, in thousands of USD................ Error! Bookmark not defined.Table 6. Volume of the imports of electronic cigarettes in the Russian Federation byrecipient companies in 2011, in thousands of units, in thousands of USDError! Bookmark not definTable 7. Volume of the imports of electronic cigarettes by Regions of the Russian Federationin 2011, in thousands of units, in thousands of USD ..................................................... 16Table 8. Segmentation of the Russian electronic cigarettes market in 2011 by priceError! BookmarkList of FiguresFig. 1. Volume of supply on the electronic cigarettes market in 2009 - 2011 and forecast for2012 - 2017, in thousands of units ............................................................................ 12Fig. 2. Volume of the electronic cigarettes market in 2009 - 2011. Forecast for 2012 - 2017,in millions of RUR ........................................................... Error! Bookmark not defined.Fig. 3. Structure of the electronic cigarettes market by product origin in physical terms in2011 ............................................................................ Error! Bookmark not defined.Fig. 4. Indexes of the prices of electronic cigarettes in Russia in 2010 - 2011, Dcember 2011to December 2010 ................................................................................................... 13Fig. 5. Dynamics of the imports of electronic cigarettes in the Russian Federation in January2011 - February 2012, in thousands of units ............................................................... 14Fig. 6. Dynamics of the imports of electronic cigarettes in the Russian Federation in January2011 - February 2012, in thousands of USD ....................... Error! Bookmark not defined.Fig. 7. Structure of the imports of electronic cigarettes by manufacturing countries in 2011in physical terms ............................................................ Error! Bookmark not defined.Fig. 8. Structure of the imports of electronic cigarettes by manufacturing countries in 2011in value terms................................................................ Error! Bookmark not defined.Fig. 9. Structure of the imports of electronic cigarettes by manufacturing companies in 2011in physical terms ............................................................ Error! Bookmark not defined.Fig. 10. Structure of the imports of electronic cigarettes by manufacturing companies in2011 in value terms ........................................................ Error! Bookmark not defined.Fig. 11. Structure of the imports of electronic cigarettes in the Russian Federation byrecipient companies in 2011 in physical terms .................... Error! Bookmark not defined.Fig. 12. Structure of the imports of electronic cigarettes by Regions of the RussianFederation in 2011 in physical terms .......................................................................... 16Fig. 13. Sales structure of the electronic cigarettes market by sales channels in 2011Error! Bookmar Page 8 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 9. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)Fig. 14. Regional structure of sales of electronic cigarettes in 2011Error! Bookmark not defined.Fig. 15. Structure of the electronic cigarettes market in 2011 in physical termsError! Bookmark notFig. 16. Structure of the electronic cigarettes market in 2011 in value termsError! Bookmark not deFig. 17. Value chain formation of the final price of electronic cigarettes by sales channelsError! BookFig. 18. Quarterly dynamics of the GDP of Russia in 2007 - 2011 in prices of 2008, intrillions of RUR, excluding the seasonality factor ................. Error! Bookmark not defined.Fig. 19. Dynamics of the GDP of Russia in 2005 - 2011, in prices of 2008, in billions of RURError! BoFig. 20. Dynamics of the real disposable income of the population, real wages and the realpensions in 2005 - 2013, in % ......................................... Error! Bookmark not defined.Fig. 21. Quarterly dynamics of the real disposable income of the population of the RussianFederation, in %, to the corresponding period of the previous yearError! Bookmark not defined.Fig. 22. Structure of the real disposable income of the population in 2009 - 2011, in %Error! BookmFig. 23. Dynamics of outstanding loans, issued to individuals in January 2009 -November2011, growth rates, in %................................................. Error! Bookmark not defined.Fig. 24. Dynamics of consumption of electronic cigarettes in the Russian Federation in 2009- 2017, in thousands of units ........................................... Error! Bookmark not defined.Fig. 25. Dynamics of consumption of electronic cigarettes in the Russian Federation in 2009- 2017, in millions of RUR ................................................ Error! Bookmark not defined.Fig. 26. Structure of consumption of electronic cigarettes by Federal Districts of the RussianFederation in 2011 .................................................................................................. 17Fig. 27. Forecast for the consumption of electronic cigarettes in Russia according to the basescenario in 2012 - 2017, in thousands of units .................... Error! Bookmark not defined.Fig. 28. Forecast for the consumption of electronic cigarettes in Russia according to theconservative scenario in 2012 - 2017, in thousands of units . Error! Bookmark not defined.Fig. 29. Forecast for the consumption of electronic cigarettes in Russia according to thepessimistic scenario in 2012 - 2017, in thousands of units .... Error! Bookmark not defined. Page 9 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 10. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)Executive Summary Key figures and conclusions about the market…The Russian electronic cigarettes market consists mostly of imported production. Inaddition, more than …% of the electronic cigarettes on the Russian market in 2011 weremade in China. Also, on the market there are domestically produced cigarettes, assembledfrom imported parts. Nevertheless, this production is not serial and is handcrafted (mods).Already in 2010, the market grew almost … times, totaling to … thousand units. Despitesuch high growth, in 2011 there was an increase again – however, it was only …%, thusindicating the initial saturation of the market. In the further market development cannot beexpected significant increases. In the base scenario for development, the market growth willbe at a level of … – …%.… Page 10 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 11. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version) 5. Characteristics of the Russian market of electronic cigarettes3.1. 5.1. Volume and dynamics of the Russian electroniccigarettes market in 2009 - 2011. Forecast for 2012 - 2017 Characteristics of the market... - Volume and dynamicsThe Russian electronic cigarettes market consists mostly of imported production. Inaddition, more than …% of the electronic cigarettes on the Russian market in 2011 weremade in China. Also, on the market there are domestically produced cigarettes, assembledfrom imported parts. Nevertheless, this production is not serial and is handcrafted (mods).Already in 2010, the market grew almost … times, totaling to … thousand units. Despitesuch high growth, in 2011 there was an increase again – however, it was only …%, thusindicating the initial saturation of the market. In the further market development cannot beexpected significant increases. In the base scenario for development, the market growth willbe at a level of … – …%. Page 11 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 12. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version) In thousands of units 2009 2010 2011 2012F 2013F 2014F 2015F 2016F 2017F Source: Data (“FTS”), Analysis (“IndexBox”) Fig. 1. Volume of supply on the electronic cigarettes market in 2009 - 2011 and forecast for 2012 - 2017, in thousands of unitsPage 12 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 13. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version) 6. Characteristics of the prices of electronic cigarettes6.1 Dynamics of the retail prices of electronic cigarettesThe electronic cigarettes, present on the Russian market, can be divided into 4 pricesegments: “low”, “average low”, “average high” and “premium” (for more details, seeChapter 8.4).The average cost of a set of electronic cigarettes, included in the given price segments,have changed with a different pace. So, the prices of a set in the low price segment grewwith a lower pace, than the average prices of a set in the average high and the premiumprice segments. 2010 2011 Source: Data (Expert survey), Analysis (“IndexBox”) Fig. 2. Indexes of the prices of electronic cigarettes in Russia in 2010 - 2011, Dcember 2011 to December 2010 Page 13 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 14. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)7. Characteristics of the imports ofelectronic cigarettes on the RussianmarketThe analysis of the imports does not include calculations of the trade operations withBelarus and Kazakhstan, as the Russian Federation is in a Customs Union with them.However, the volumes of imports from these two countries are insignificant and do notimpact the volume of the Russian imports of electronic cigarettes.7.1 Volume and dynamics of the imports of electronic cigarettes Quantity in 2011, in thousands of units Quantity in 2012, in thousands of units Source: Data (“FTS”), Analysis (“IndexBox”) Fig. 3. Dynamics of the imports of electronic cigarettes in the Russian Federation in January 2011 - February 2012, in thousands of units Table 1. Dynamics of the imports of electronic cigarettes in the Russian Federation in January 2011 - February 2012, in thousands of units In %, to the analogical Quantity in 2011, in Quantity in 2012, in period of the previousMonth thousands of units thousands of units yearJanuary … … …%February … … …%March …April … Page 14 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 15. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version) In %, to the analogical Quantity in 2011, in Quantity in 2012, in period of the previousMonth thousands of units thousands of units yearMay …June …July …August …September …October …November …December … Source: Data (“FTS”), Analysis (“IndexBox”) Page 15 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 16. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version) 7.5 Structure of the imports of electronic cigarettes by Regions of the Russian FederationThe main volume of imports of electronic cigarettes comes to Moscow and the MoscowRegion. Also, a big part of the electronic cigarettes, imported to the Primorsky Region isfurther distributed through Russia (including distribution to the Moscow Region as well). Moscow and Moscow Region Primorsky Region Sverdlovsk Region OTHERS Source: Data (“FTS”), Analysis (“IndexBox”) Fig. 4. Structure of the imports of electronic cigarettes by Regions of the Russian Federation in 2011 in physical terms Table 2. Volume of the imports of electronic cigarettes by Regions of the Russian Federation in 2011, in thousands of units, in thousands of USD Quantity, in Share, Value, in Share, inRecipient Region thousands of units in % thousands of USD %Moscow and Moscow … …% … …%RegionPrimorsky Region … …% … …%Sverdlovsk Region … …% … …%Amur Region … …% … …%Samara Region … …% … …%Rostov Region … …% … …%Novosibirsk Region … …% … …%Khabarovsk Region … …% … …%St. Petersburg … …% … …%Irkutsk Region … …% … …%OTHERS … …% … …%TOTAL … …% … …%Source: Data (“FTS”), Analysis (“IndexBox”) Page 16 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 17. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version) 10. Characteristics of the consumption of electronic cigarettesIn the structure of consumption of electronic cigarettes by Federal Districts, the leader isthe Central Federal District. This is mainly due to the consumption in the Moscow Region. Inthe medium term, a gradual equalization of the regional structure of consumption can beexpected. Central Federal District Ural Federal District South Federal District Siberian Federal District Others Source: Data (expert survey), Analysis (“IndexBox”) Fig. 5. Structure of consumption of electronic cigarettes by Federal Districts of the Russian Federation in 2011 Page 17 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 18. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)About IndexBox"IndexBox" is one of the leading companies in the sphere of marketing consulting. We carryout pieces of marketing research and consult on questions about strategic marketing. • The "IndexBox" team has been working together for more than 7 years. • The average experience of "IndexBox" specialists in the marketing sphere is 10 years. • “IndexBox" employs 15 specialists in its research analytical department. • The gathering of the researched information is controlled by 8 employees, all with vast experience in field work. And who oversee more than 150 experienced interviewers. • Over 10 years, we have completed more than sixteen hundred projects, most of which are focused on the consumer and industrial markets. The geography of the research includes not only the territory of Russia, but also foreign markets. • In total, more than 80,000 respondents have taken part in our research studies. • Not only does "IndexBox" have a wide partner network in the regions of the Russian Federation, the CIS, and the Baltic countries, but also has countless foreign partners, including the largest research companies in the USA, the UK, France, India, and China.Our clients are big Russian and foreign companies: Page 18 from 19 IndexBox Marketing © 2012 www.indexbox.ru
  • 19. Market Research Russia: Electronic Cigarettes Market. May 2012 (Demo-version)Marketing researchOur specialization - the study of consumer and industrial markets, segments of B2C andB2B. Among the methods used: desk research, consumer surveys, expert surveys,competitive analysis, sales audit, a wide range of qualitative market research products andservices. Our competitive advantage is the formation of special research techniques to thetasks of each project. System planning and operational monitoring of the industry, created acompany that allows professionals to operate in IndexBox their work relevant and accurateinformation.Business PlanningWe are professionally engaged in developing business plans, feasibility studies, investmentmemoranda, conduct financial analysis of enterprises and prepare analysis for transactionsM & A. Business plans developed by IndexBox, contain a complete financial model for thefurther implementation of the project, all calculations are based on marketing information,which is permanently collected and analyzed for over 7 years. Documents comply with thestandards of Russian and foreign banks, the projects have market feasibility and realisticprojections, and we provide assistance in finding an investor and financing, legal support.Strategic MarketingWe develop strategic development for brands, products, separate business units andindustry. Generally, programs include product, pricing, marketing and communicationstrategy. Projects in the field of strategic marketing are relevant to large enterprises,financial and investment companies that are planning to expand its interests as well assmall companies that are thinking about business development.DevelopmentConsulting in development - is to develop the best options for use of the area. To do this,our marketing agency, conducts research real estate market, analyzes the possibleconstruction, and estimates the market feasibility and economic benefits of investing in realestate. Marketing agency IndexBox offers a range of professional services for the study ofthe real estate market and the development of individual marketing concept of the facility. Page 19 from 19 IndexBox Marketing © 2012 www.indexbox.ru