How do consumers take frozen products?
— 2009-10-05 —

Produkty Pitania, a major Russian producer of frozen convenience products under Zolotoy Petushok and Domashnaya Skazka brands, announced the results of consumer behaviors study carried out in August 2009 in cooperation with AMI VETRA-Marketing.
Detailed results of the survey suggest that there have been little changes in consumer preferences as regards frozen convenience products.
According to Produkty Pitania Vice-President Damir Imamovic, Studying consumer behaviors and demand in economic crisis environment is the most important area of activity for the Company because it helps better understand consumer needs and adjust our development strategies. The majority of Russians are exposed to a variety of financial challenges, which directly affect demand. On the whole, however, in the 4 years preceding 2008 inclusively consumption of frozen products was growing. In the last several years consumers attitudes to convenience products as a product category has changed. Our people are now used to the convenience that comes with such products, which, in accordance with 2008 data, have become part of daily routine meals of 86% of families. Around 51% of respondents regard themselves as active consumers of convenience foods. In our opinion, in big cities today’s key criterion for selection of products from one or the other producer is the price/quality ratio, while in smaller towns the price is most important. It is difficult to predict with certainty what effect the crisis may have on future consumer preferences. However, judging by the survey respondents’ answers, loyalty to brand/producer, quality, and taste of products remain key parameters for convenience foods preference. Around 95% of respondents cited these as the most important factors. In 2009-2010 we are planning to continue improving the taste of our products and to let our consumers enjoy several new ones to maintain consumer loyalty.