The moderate income group consumers have led the ice creams market in Russia in 2011 with a share of 40%, followed by the affluent group with 28.5%. The highly affluent section contributed the least at 10%, said a report by Canadean -- Food.
According to the report Consumer Trends in the Ice Cream Market in Russia, 2011, older consumers aged above 55 had the highest share among all the age groups at 26%, with the older young adults aged 25-34 years holding the second position with 17%. Tweens & early teens, between 10-15 years, held the least share at 7.4%.
The Russian ice cream market is mostly concentrated in the urban areas with 94.4%. Female consumers had a marginal lead over males at 57.6%.
Time rich consumers having leisure time of more than seven hours a day, patronized the market the most at 35%. Second were the time-pressed consumers with five to seven hours of leisure time, at 30%.
Consumers educated up to the post secondary level held a share of 32%, followed by the undergraduates at 21.9%. Pre-primary and the primary sections held only 3% each.
Over 90% of the Russian ice cream market is owned by branded groups as against private labels.
More than 50% of the consumers surveyed said that they were influenced by better value for money.
Among the various categories of ice creams in the market, artisanal ice cream held 48% of share, while impulse ice cream owned 30% and take-home 22%. In terms of volume, impulse ice cream held the highest share of 41%.
