Monday 7 July 2014, Amsterdam
Report description overview:
The new report, now available on ASDReports, Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Ice Cream Food Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.
The difference:
• Actionable insight through consumer analysis and market data into the behavior of Russian Ice Cream consumers, developed from extensive surveys and group tracking.
• The report highlights innovative new product developments that effectively target the most pertinent consumer need states to capitalize on evolving consumer landscapes.
• Provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption.
Report highlights:
Russian consumers are highly motivated to seek Ice Cream products that provide the highest levels of decadence, and the desire for indulgence is the number one consumption motivator, at just under 41%. Due to its association as being an indulgent treat, consumers seek the most luxurious flavors from their Ice Cream products. Positioning products as providing the best overall taste experience will drive sales as consumers are largely unwilling to sacrifice the indulgent tastes of Ice Cream products for other concerns, such as how healthy the product may be.
The desire for convenience motivates just under 14% of Ice Cream consumption in Russia. Consumers are increasingly seeking Ice Cream on-the-go, and as the demand for products in this category that offer moments of personal space and time is high, Ice Creams offering portable consumption are growing in popularity, in both Impulse and Take-Home categories.
Women in Russia register more Ice Cream occasions than their male counterparts. With busy lifestyles and increased work pressure, they experience a growing desire to treat themselves and seek additional fun and enjoyment by indulging in Ice Cream. With the increasing penetration of branded chains, manufacturers are innovating to provide new products, enabling women to find indulgence in new experiences and to fulfill their need to de-stress from work with a wider range of flavor and taste options.
ASDReports.com contact: S. Koomen
ASDReports.com / ASDMedia BV - Veemkade 356 - 1019HD Amsterdam - The Netherlands
P : +31(0)20 486 1286 - F : +31(0)20 486 0216
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