A Savina r Pres d1s4

8/6/2019 A Savina r Pres d1s4

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Russian Marketing Directors Summit14th-16th 2008

Marriot Grand Hotel, Moscow


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Q. In what situations do you usually eat instant porridges?

No answer

Other

For dinner

In the country

For supper at home

To have a snack atwork/study

For breakfast at home 75%

26%

27%

1%

1%

1%

20%

0% 50% 100%Consumption situations

)

Data source: Omnibus Sum 08


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Expectations from

Breakfast

and Cooking Process

Emotional State Abstract Associations

Fast

cooking

process

Tasty

Nutritious

Healthy

Light (no

heaviness

in stomach)

Lightness

Lazy state (dopey

morning / twilight

zone between sleeping

and waking)

A break before

important day

Desire to wake up

Haste

A village house/

Domik v derevne

and

grandmother with jugs

(advertising images)

Saves

time

Allows

moving

quickly

when

getting

to work

Benefits

Data source: Ipsos Innoscreen, Sept 08


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Average consume frequency

~ 3,4 times during past week

Averagepenetration~28%

Past week

Milk cocktails

Zapekanka

Vareniks

Nuts / dried fruit

Cacao

Muesli / muesli bars

Chocolate / sweets etc.

Kefir / ryazhenka

Fast cooking porridges

Vegetables

Breakfast cereals

Pancake / syrniki

Instant porridges

Juices

Biscuits

Milk

Regular porridges

Drinking yoghurts

Tvorozhki / spoonable yoghurts

Pastry / cakes

Tvorog

Fruit

Sausages / ham / cheese w/o

bread

Eggs / fried eggs

Coffee

Tea

Sandwiches / toasts

0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

4,0

4,5

5,0

5,5

6,0

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80Penetration (%)

Consum

efrequency(mean

)

Most typical

breakfast products

Nichebreakfast products

Less typical

breakfast products Widespread but used less often

Data source: Ipsos Innoscreen, Sept 08


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,

8.1

4.9

5.8

4.3

5.1

7.545%

79%

76%

85%

83%

10%

6%

6%

6%

7%

45%

18%

9%

10%

46%8%46%

15%

Sum' 2007

Win' 2007

Sum' 2007

Win' 2007

Sum' 2007

Win' 2007

15%Instant

17%

21%Quick-cooked

24%

54%

55%Traditional

Penetration Frequency

(times per month)Share of consumers

Non-consumersRegularconsumers

Occasionalconsumers

Regular consumer a respondent that consumes a product no less than 2-3 times a monthOccasional consumer a respondent that consumes a product once a month and less often

Q.2. How often do you eat each of these types of porridges? Significantly higher/ lower

Penetration level of quick-cooked & instant porridges AND consumption frequency of all the

porridge types is significantly HIGHER compared to Sum 2007.Supposedly the category is seasonal affected: level of consumption is higher in cold seasons

Base: All respondents (3500)



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MORNING: 06h00MORNING: 06h00--08h0008h00 AFTERNOONAFTERNOON

about 11h00about 11h00--12h0012h00

IN EARLY MORNING HOURS BREAKFAST

IS RATHER NOT EATEN

Often the only meal is coffee or tea

Only children eat breakfast

(although in the case of younger

children breakfast is sometimes

eaten in kindergarten)

OUTSIDE THE HOME

THIS IS WHERE THE FIRSTACTUAL MEAL IS EATEN

THE FIRST BREAKFAST ASWELL AS THE SECOND AREBOTH LOCATED AT WORK

RADIO DZIELONE ZINNYMI

AT HOMEAT HOME

The second breakfastFor some women second breakfast is thefirst significant (nutritious) meal of the day if they had only had small snacksbeforehandAll in all products the same as in case of

first breakfast are eaten: dairy and cerealproducts are predominant

Sleep is extended to themaximumPreparing to leave home

Doing the necessarythingsWith respect to eating (mothers) focus on thechildren. Satisfying ownneeds postponed

Time for the first breakfast the first real meal duringthe dayEating breakfast at workhas its limitations consuming ready productsis common: those that arefast and easy to produce

and eat

THIS TIME FRAME IS

RESERVED MOSTLYFOR WORK

FORENOONFORENOON NOONNOON

about 09h00about 09h00about 06h00about 06h00--07h0007h00

Dinner is the first meal eatentogether with the family

Data source: Millward Brown SMG / KRC, July 07


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Fast

Convenient

Satiating

Light

Energy-

providing

Healthy

BREAKFAST

Contains nutrients: vitamins,carbohydrates, minerals),

guaranteeing the properfunctioning of the organism

Allowing a more efficientcompletion of everyday tasks

Quick to prepareand eat

Not requiring muchtime but at thesame time giving

the feeling that Iam eatingsomething healthy(withoutpreservatives whichare associated with

fast instant dishes)

Pleasantly fills thestomach, eliminates

the feeling of asucking in thestomach

Allows one to endureto another mealwithout the need tohave a snack along theway

Not requiring effort toprepare

Possible to prepare atwork (e.g. no need toheat milk!)

Does not make you feelheavy

Does not linger in thestomach

No feeling of over-eating



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Reasons for porridges rejection

Q. Why dont you eat certain type of porridge?

Base: Rejecters of different types of porridges (base isshown in each group)

58%

30%

9%

3% 3%1%

5%

61%

5% 3%

29%

11%8%

3%

60%

3% 2%

32%

14%

11%

3%

0%

25%

50%

75%

Don't like

porridge/the

type

Don't have time

for preparation

Don't like to

prepare

porridge

Porridge isn't a

natural product

It is not

nourishing

There are few

vitamins

Other reasons

(no more than)

Traditional porridge(1564)

Quick-cooking

porridge (2756)

Instant porridge(2966)



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*Income: middle

and high

(>10000Rub) (67%)

16-64 age (50%)

, ? ,

Tota

lRussiapo

pulation142,8mln

Rural

population

38,7 mln

Urban

population104,1 mln

Dont like

porridge41% / 42,7mln

Porridgeconsumers

59% / 61,4

mln

Rejecters 60% /

25,6 mln

Other purposes

40% / 17 mln

Traditional

porridge 92% / 56

mln

Fast cooked

porridge 38% / 22

mln

Instant porridge27% / 16,7

Other purposes

5.7 mln

Instant porridgeTA 5,3 mln

Fast cooked

porridge

7,3 mln

Traditional

porridge

18,7 mln

Other purposes

5,7 mln

Target audience

Data source: APK Russia


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58%

54%

31%

2%

2%

6%

7%

0% 50%

()

58%

54%

31%

2%

2%

6%

7%

0% 50%

22%

33%

18%

1%

0%

2%

43%

0% 50%

15%

17%

2%

11%

10%

38%

0% 50%

Natural product

It is good for stomach

Contain vitamins and minerals

It is convenient to prepare

Tasty, nutritiously, usefulWhen is nothing else to eat

No answer

To have a snack

Price suits me

Traditional FCP IP



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Consumption basedon convenience

(time/no cooking skillsrequired/lessdishwashing etc)

Consumption basedon taste variousadditives and fruits(hedonism) but stillhealthy for stomach(since it is healthier

than sandwiches etc)and natural

Healthy snack atwork

Consumption basedon balance between

Convenience &Naturality due to lack offlavors, additives etc.

Consumptionbased on price

Consumptionbased onnaturality + thereare no timeconstraints forcooking

IPFCPTraditional



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TA:

*Income: middle

and high

(>10000Rub) (67%)

16-64 age (50%)

Convenience

Natu

rality&

vitality

,

Nourishment

1,5 mln

6,3 mln2,2 mln

Instant porridgeTA 5,3 mln

Dont have time

for preparation

30% / 1,7 mln

Dont like toprepare 9% /

0,5 mln

Isnt a natural

product 32% /

4,7 mln

There are fewvitamins 11% /

1,6 mln

Not nourishing11% / 1,5mln

Data source: APK Russia, Omnibus Sum 08


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.

Fast

Convenient

Satiating

Light

Energy-

providing

Healthy

BREAKFAST

Allowing a more efficientcompletion of everyday tasks

Quick to prepareand eat

Not requiring muchtime but at thesame time giving

the feeling that Iam eatingsomething healthy(withoutpreservatives whichare associated with

fast instant dishes)

Pleasantly fills thestomach, eliminates

the feeling of asucking in thestomach

Allows one to endureto another mealwithout the need to

have a snack along theway

Not requiring effort toprepare

Possible to prepare atwork (e.g. no need to

heat milk!)

Does not make you feelheavy

Does not linger in thestomach

No feeling of over-

eating

?


:


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:

1 Protection

2 Weight Control

3 Digestion

4 Performance

5 Healthy Aging

7 Beauty

8 Give Birth to Healthy Children

9 Cheer Up

1 Confiture

2 Waffer cakes

3 Waffers

4 Jam

5 Marshmellow

6 Baked cakes, rolls 7 Fruit jelly

8 Honey

9 Ice-cream10 Non-chocolate candy

11 Regular sweet cookes

12 Pastila

13 Cookies with cholocatecover / filling

14 Chocolate tablets

15 Bulk chocolate sweets

16 Chocolate drops17 Chocolate bars

18 Boxed chocolate sweets

19 Youhgurt drinks20 Youhgurts21 Kefir

22 Milk

23 Cream

24 Butter25 Sour-cream

26 Cheese

27 Cottage cheese

28 Other sour-milk produc

29 Fast cooking cereals

30 Instant cereals

31 Grains

32 Muesli

33 Muesli bars

34 Breakfast cereals

35 Poultry

36 Meat

37 Fish / seafoods

38 Eggs

39 Bottled still water

40 Bottled carbonated water

41 Carbonated soft drinks

42 Cereal drinks

43 Flavored still water

44 Juices

45 Bottled cold tea

46 Energy drinks

47 Cocoa

48 R&G coffee

49 Foaming mixes

50 Non-foaming mixes

51 Tea52 Black soluble coffee

53 Vegetables

54 Dried fruit55 Fruit or vegetable puree

56 Fruits

57 Bread

58 Bread sticks

59 Pasta

60 Vegetable oil

61 Sugar

62 Salt

63 Bran

65 Wheat sprouts

66 Crackers /salty cookies

67 Nuts / seeds

68 Bread crisps

69 Chips

70 Bullion cubes / powder

broth

71 Instant meals

72 Seasonings

73 Instant soups

74 Wurst

75 Sausages76 Ravioli

-2

-1.5

-1

-0.5

0

0.5

1

-3 -2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5

Emoti

ons

Aesthetics

Performance

WeightCon

trol

Look Good

Feel Good

Data source: Consumer needs segmentation study Sum08


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Protection

Weight Control

Digestion

Performance

Healthy Aging

Kids Growth and

Development

Beauty

(skin/nails/teeth/hair)

Give Birth to Healthy

Children

Indulgence, Cheer Up

Satisfy Hunger /

Quench Thirst

0

10

20

30

40

50

60

70

80

90

100

0 20 40 60 80 100

Im

portance(Top3)

Size = frequency

: , ( 3 )

past year

Feel Good Dimension: functional aspectmore important than emotional


Healthy Aging: Gaps


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y g g p

Size of the bubble =

degree of correspondence

between motive andNeedstate:

Motive primarily

corresponds to thisneedstate

Motive has high

correspondence with this

needstate, but is primarily

related to another

needstate

Motive has average

correspondence with this

needstate and is primarily

related to another

needstate

Improve cardio-

vascular system

functioning

Prevent loss of

sight / improve

eyesight

Improve blood

circulation

Improve joints

mobility

Help liver

functioning

Prevent diabetes

Lower bloodpressure

Strengthen bones

Maintain potency /

sexual functioning

To clear body fromdross and toxins

Ensure balanced

nutrition

To strengthennervous system

Improve your

climax condition

Relieve insomnia

Prevent caries

4.5

4.6

4.7

4.8

4.9

5.0

5.1

5.2

5.3

5.4

5.5

5.6

5.7

5.8

5.9

6.0

6.1

6.2

6.3

6.4

6.5

6.6

6.7

0% 5% 10% 15% 20% 25% 30% 35%

Penetration of motive within Needstate(% of consumers

who attribute motive to this needstate

among those who have this needstate)

Satisfac

tionMean


Healthy Aging:


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y g g

Fish / seafoodsVegetable oil Grains

Flavored still water

MeatCreamInstant cereals

Bran

Eggs

Dried fruit

ButterCottage cheese

Wheat sprouts

Milk

Honey

Muesli

Tea

Nuts / seeds

Jam

Bottled still water Juices

Fast cooking

cereals FruitsOther sour-milk

products KefirPoultry

Seasonings

Sour-cream Cheese Vegetables

YouhgurtsBreakfast cereals

Bread

Youhgurt drinks

Bottled carbonatedwater

Chocolate tablets

-5,0

-4,0

-3,0

-2,0

-1,0

0,0

1,0

2,0

3,0

4,0

5,0

0 10 20 30 40 50 60 70 80

Penetration of motive within Needstate(% of consumers

who attribute product to this needstate

among those who have this needstate)

RelevancetoNeed

Color of the bubble =

degree of product

relevance toNeedstate:

High relevance

Medium-high

relevance

Average relevance

Average-low

relevance

Low relevance


ea y g ng:


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Reduced /without

cholesterol

Reduced salt

Reduced sugar Vitamin D

Omega 3 MineralsCalciumZinc

Vegetable

additivesPhosphorusProbiotics

Lacto bacteria

Vitamin EDecaffeinated Iron

Antioxydants

Reduced

carbohydratesFoil Acid

MagnesiumContains fructose

Without GMO

Reduced fat Vitamin AVitamin COther vitamins

Prebiotics

VitaminsOther mineralsReduced calories Vitamin B

Cellulose

Many different

variants/tastes

Contains useful

bacteria

Without yeast

Appropriate portion

size Bifid bacteriaWithout

preservatives

With caffeine

Enriched with

protein

-5,0

-4,0

-3,0

-2,0

-1,0

0,0

1,0

2,0

3,0

4,0

5,0

0 10 20 30 40 50 60

Penetration within the Need(% of consumers

who think this attribute is important within this need

among those who have this need)

Relevancefortheneed

Color of the bubble

= degree ofcharacteristic relevance

to Needstate:

High relevance

Medium-high

relevance

Average relevance

Average-low

relevance

Low relevance


-


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68 average-high index

74 high index

105Strengthen bones

74vitamins and microelements109Prevent loss of sightProvide child with necessary109Improve cardiovascular system functioning

74vitamins and microelements115Help liver functioning

Improve assimilation ofHealthy Aging

108Prevent caries

86Strengthen bones115Clear body from dross and toxins94Strengthen teeth131Improve metabolism

Kids Growth and Development131Improve gut organisms

Digestion

115Relieve hangover

115Relieve insomnia116Strengthen nails113To strengthen nervous system122Prevent caries

107Relax, calm down124Help hair look good

Mood Control128Improve facial color

124Strengthen hair

112Prevent / get rid of cellulitesBeauty124Lower fat depot

Weight Control107Better assimilation of vitamins and microelements

119Prevent / not evoke allergic reactions

120Improve memory119Prevent loss of eye sight

134Not to feel drowsy, stay toned119Improve metabolismPerformanceProtection

Ipsos summer 08Data source: Consumer needs segmentation study Sum08


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Shopper insight

, ,

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A Savina r Pres d1s4