Russian Cigarette Market Research

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Review on cigarette market of South FD in Russia based on purchase register. Highlights of general trends of Russian cigarette market as a bonus.

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Russian Cigarette Market Research

  1. 1. CIGARETTE MARKET 2008 RUSSIA ALLIANCE MAJOR SOUTH FEDERAL DISTRICT research by
  2. 2. ALLIANCE MAJOR MARKET RESEARCH COMPANY SINCE 1994 ROSTOV-ON-DON SOUTH FD of RUSSIA www.allianc.ru [email_address]
  3. 3. GENERAL MARKET PERFORMANCE RUSSIA
  4. 4. CONSUMER BASE* MALE FEMALE 31% 65 % MALE & FEMALE 46% * data of Rospotrebnadzor, early 2008
  5. 5. early start of consumption * 80% of men and 50% of women started to smoke before they were 18 * data of Rospotrebnadzor, early 2008
  6. 6. RUSSIAN CIGARETTE MARKET MATURE growing in value faster than in volume SATURATED showing distinct overproduction
  7. 7. KEY MARKET TRENDS 2008
  8. 8. SLOW-DOWN of INCOME GROWTH driven by global financial crisis - slower uptrade (young consumers) or even downtrade (elder consumers) - reducing consumption frequency/volume
  9. 9. WHO FCTC accessioned by Russia in 2008 - heavier control over advertising and sales - higher excises - training of anti-smoking public opinion
  10. 10. HEALTH & WELLNESS getting increasingly popular in Russia - increasingly high popularity of super light offerings especially among young female consumers - amplified impact of anti-tobacco social programs - alleviating of smoking takeup influence factors such as peer pressure, parental smoking and advertising
  11. 11. HOWEVER, IMPORTANT PSYCHOLOGICAL ASPECTS of SMOKING - anti-stress - indulging make it a lasting habit hard to quit
  12. 12. CONSUMER PREFERENCES in South Federal District of Russia
  13. 13. THE REVIEW IS BASED ON PURCHASE REGISTER* wave 1 held in MARCH 2008 covered CONVENIENCE RETAIL (kiosks, independent stores, etc) wave 2 held in AUGUST 2008 covered RETAIL CHAINS (supermarkets) * representative sample; details on sample size, geography and register methodology available on request
  14. 14. GENDER / AGE* * total sample wave 1; deviations in wave 2 insignificant
  15. 15. AGE GROUPS* * total sample wave 1; deviations in wave 2 insignificant
  16. 16. CIGARETTE TYPES* * total sample wave 1; deviations in wave 2 insignificant
  17. 17. CIGARETTE TYPES* * wave 1; deviations in wave 2 insignificant
  18. 18. PRICE CATEGORIES
  19. 19. PRICE CATEGORIES* * total sample wave 1; deviations in wave 2 mainly relate to value and super premium segments however general trend is the same
  20. 20. KEY OPERATORS* * total sample wave 2; deviations in wave 1 relate to larger shares of Gallaher and Donskoj Tabak with correspondingly smaller shares of Philip Morris , JTI and BAT
  21. 21. KEY BRANDS* * total sample wave 2; deviations in wave 1 relate to smaller shares of above premium, premium and some medium brands (mainly Winston) with respectively larger shares of value, low filter and most of medium brands
  22. 22. <ul><li>earlier smoking startup ; </li></ul><ul><li>even gender distribution of young consumer base (under 30) while in senior age groups male smokers increasingly dominate ; </li></ul><ul><li>higher popularity of super light and light cigarettes of above premium , premium and medium price categories among young consumers (under 40) . </li></ul>CHANGE OF CONSUMPTION PATTERN
  23. 23. please contact ALLIANCE MAJOR at alliancm@aaanet.ru www.allianc.ru CREDITS all wonderful pictures are taken from Flickr.com great thanks to the artists and their models FOR MORE DETAILS ON THIS RESEARCH PROJECT

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