Savoury snacks opportunity in Russia
The male market remains a big opportunity for savoury snacks manufacturers in Russia, new research suggests.
According to consumer insight firm Canadean, the Russian savoury snacks market was valued at $2.7 billion in 2015, and is forecast to increase at a compound annual growth rate of 10.1% to reach $4.3bn by 2020.
In Russia, men account for 43% of total savoury snack occasions, despite representing 46% of the population. On average, Russian men consume savoury snacks on 93 occasions per year, compared to 105 for females.
Veronika Zhupanova, analyst at Canadean, explained, “The numbers show that while women are considered a wider audience, men represent a substantial market with genuine growth potential.”
The research also reveals that while comfort food might traditionally be more associated with a female audience, it is men who are far more likely to turn to savoury snacks as a means of relaxing. Nearly 30% of the volume of savoury snacks eaten by men is driven by this, compared to 21% for women. Moreover, indulgence plays a significant role for men compared to women, driving 39% of men’s consumption, and 28% of women’s consumption respectively.
By targeting Russian men, manufacturers face a dilemma, the research firm believes. While the demographic reports being motivated by emotional cues like a desire for relaxation, men typically reject concepts that come across as being overtly emotive.
Zhupanova added, “There are several options available to manufacturers, such as dark-coloured packaging, larger ‘male’ sizes, and claims such as ‘rich in protein’, which are all concepts that generally appeal to men more than women. Products such as nuts and seeds can more overtly target ‘masculine’ occasions, such as restoring energy after a workout.”
