The document presents predictions from consumers and experts in Russia and Europe on how consumer categories, brands, and spending will change in 2015. 450 Russian consumers and 22 experts from Russia, Europe, and international companies provided input. Experts expect categories like internet services, domestic tourism, and vitamins to grow. Staples like dairy and coffee are seen as stable. Luxury goods and imported European/American brands are predicted to be vulnerable. Experts also foresee a shift to cheaper domestic and Asian brands and a growing emphasis on online shopping, health, and sharing economies.

1. WHAT WILL HAPPEN WITH YOUR
BRAND IN 2015?
CONSUMERS’ AND EXPERTS’
PREDICTIONS

2. 450 RESPONDENTS
Men and women, 18-55 y.o.
GEOGRAPHY: MOSCOW
2
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫMETHODOLOGY
CONSUMERS
RUSSIAN EXPERTS
EUROPEAN EXPERTS
12 EXPERTS
Marketing specialist of Russian and
international companies
4 cities: Moscow, Nizhniy Novgorod,
Yekaterinburg, Rostov on Don
10 EXPERTS
Specialist of leading research agencies and
marketing specialists of international companies
6 countries: Germany, France, Great Britain,
Italy, Sweden, Switzerland

3. 3

4. CONSUMERS:
PREDICTIONS FOR CATEGORIES AND
BRANDS

5. CONSUMERS: GROWING CATEGORIES
5

6. CONSUMERS: STABLE CATEGORIES
6

7. CONSUMERS: VULNERABLE CATEGORIES
7

8. CONSUMERS: DECLINING CATEGORIES
8

9. 9
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫCONSUMERS: SPONTANEOUS PREDICTIONS AND
COMMENTS
 Tourism in Russia
 Education
 Weaponry
 Contraceptives
 Travel abroad
 Real estate (apartments,
country houses)
 Products for Pets
 Oil products (petrol, oil,
gas)
STABLE CATEGORIESGROWING CATEGORIES VULNERABLE CATEGORIES
“People will buy the same amount of beer,
but cheaper brands. Baby food will be
bought in the same amount, but less
expensive. Those who eat more exotic
seafood are likely rich, they will not deny
themselves of anything. They will even get
more moral satisfaction” (Female, 55 y.o.)
“Essential goods will always be in demand,
as well as recreational activities. People can
endure without the rest” (Male, 28 y.o.)
“People will buy more medicines, medical goods -
the diseases are getting younger every year"
(Female, 44 years old)
“Female categories will remain the same – no one will
change to a cheaper hair dye, it’s not worth it. In the
rest of the categories – switching to less expensive
products” (Female, 40 y.o.)
“I think that people will start
spending more money on
themselves, they will less save up
money” (Female, 49 y.o.)
“Overall decrease in demand,
to a lesser extent it concerns
food products (except for
imported products) and goods,
without which it is difficult at this
time to dispense» (Male, 41
y.o.)

10. 10
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫCONSUMERS: GROWING BRANDS
REFERENCE
LEADERS
FREQUENTLY
MENTIONED
REPEATEDLY
MENTIOINED

11. 11
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫCONSUMERS: STABLE BRANDS
REFERENCE
LEADERS
FREQUENTLY
MENTIONED
REPEATEDLY
MENTIOINED

12. 12
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫCONSUMERS: VULNERABLE BRANDS
REFERENCE
LEADERS
FREQUENTLY
MENTIONED
REPEATEDLY
MENTIOINED

13. RUSSIAN EXPERTS:
PREDICTIONS FOR CATEGORIES AND
BRANDS

14. 14
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫEXPERTS: GROWING CATEGORIES
Internet
Softwear
E-books, magazines
Online movies and programs
 Domestic tourism
 Domestic alcohol (incl. vodka, Crimean
wines, “Zhigulevskoye” beer
 Domestic cars
 Domestic food products
 Bread, pasta, cereals
 Sunflower oil
 Frozen meat, poultry, canned
food
 Asia-Pacific region
tourism
 Chinese cars
HEALTH
Dietary products
 Vitamins

15. 15
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫEXPERTS: STABLE CATEGORIES
 Dairy products
 Juices
 Agricultural products: meat, poultry, vegetables,
fruits
 Coffee
 Chocolate
 Affordable alcohol
 Cigarettes

16. 16
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫEXPERTS: VULNERABLE CATEGORIES
“Personal care services: beauty salons,
spa services. Chargeable types of out
of the home entertainment: movie
theaters, attractions, museums.
Public catering establishments:
restaurants, cafes, etc.“ (Experts,
Russia)
Entertainment
Real Estate and related products
“Premium” and “Luxury” products
Imported goods from Europe,
North America and Japan
Beauty

17. 17
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫEXPERTS: GROWING BRANDS
“Russian and Western brands that offer
products/goods in a cheaper segment with
grow.” (Expert, Russia)
“Chinese, Indian, Egyptian brands will also
grow” (Expert, Russia)
“Russian and private brands will grow”
(Expert, Russia)

18. 18
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫEXPERTS: STABLE BRANDS
As well as…
Domestic/ brands produced in Russia
Turkish, Belarusian and Kazakh brands
“Children and pets will be the last thing
that people will save on” (Expert,
Russia)
”All of the diapers brands” (Expert, Russia)

19. 19
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫEXPERTS: VULNERABLE BRANDS
 European, Japanese, American brands
All those brands, especially imports, which relate to
goods of prestigious consumption, premium segment,
durable goods, automobiles, household appliances
and so on ..” (Expert, Russia)
Also…

20. PREDICTIONS OF EUROPEAN
EXPERTS
HOW ARE THEY DOING?

21. 21
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫGROWING CATEGORIES AND BRANDS
 “Casual luxury "
 Premium alcohol
 Cars
 Finance
 International tourism
 Construction of houses and related products
– household appliances, furniture, etc.)
“Expectations about online consumption are becoming
higher and higher – especially in terms of speed and
efficiency. Such services as Netflix are becoming more
popular. People no longer want to watch movies on a
TV, they want to decide when and what to watch”
(Expert, Sweden)
“Consumption of luxury products in on the rise, but of
course everything depends on the brand. Hermes is still
on the waves of success, in fact ,in all categories (maybe
to a lesser extent in the category of watches due to
China's influence” (Experts, France)
 BAA, vitamins, medicine
 health and longevity products, anti-aging products
 Ecological natural products without additives (“go-to-basic”),
including cosmetics and personal care products
 Online technology and services , online shopping
 Cell phones and electronics
 E-books and magazines
(All countries, expt. Italy)

22. 22
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫGROWING CATEGORIES AND BRANDS
Sharing economyConvenience food
Social responsibility
 Brands as a horn of progressive social values
 Collaborative projects with government agencies
 Individual social responsibility as a modern alternative to
charity
“People unite and buy OR rent various
equipment (e.g. blenders or household tools,
rent apartments” (Expert, France)

23. 23
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫSTABLE CATEGORIES AND BRANDS
Men's and women's fashion
(clothing, footwear, etc.)
Food and beverages
Cheap supermarkets
Café, bars, restaurants
“That is everything that is connected with basic human
needs” (Expert, Grate Britain)

24. 24
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫVULNERABLE CATEGORIES AND BRANDS
“Brands in any category that are associated
with “previous century” and such brands that
do not tell their consumers a clear signal that
they are developing in pace with time and that
they are fully synchronized with the current
values, beliefs and consumers’ lifestyle”
(Expert, Germany)
 Cigarettes
IN ITALY:
Luxury cars
Real Estate

25. 25
НАШИ РЕСПОНДЕНТЫНАШИ РЕСПОНДЕНТЫSUMMING UP
 DOWNWARD PRICE SEGMENT
MIGRATION
 RECONSIDERING THE NOTION OF
“BASIC NECESSITIES”
 LOCALIZATION
 SHARING ECONOMY: WESTERN
TREND, TOPICAL FOR RUSSIA
 UNIVERSAL NEED FOR AN “IDEAL” ECONOMY CLASS OFFER.
 18-30 Y.O. CONSUMER OPTIMISM  FOCUS ON YOUTH
GLOBAL TRENDSRUSSIAN TRENDS