Convenience products: people save elsewhere
— 2009-10-14 —

According to the results of the study held by Produkty Pitania in cooperation with VETRA-Marketing Agency in August 2009, 66% of respondents are buying just as many convenience products as before the economic downturn. Around 20% of them buy less, and about 4% confessed they were buying more.
Consumers still value the advantages that come with convenience products and if they have to save money they will do it by reducing purchase quantities while remaining loyal to their favorite brands and products. Saving through shifting to cheaper products is an option to consider for no more than 37%..
According to Produkty Pitania Vice-President Damir Imamovic, Russians are now used to the convenience that comes with convenience 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. 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 keeping one step ahead of the market’s general development trends.