Frozen food market analysis
— 2010-07-19 —

 On February 2010 Magram Market Research completed Russian frozen food market analysis. Personal interviews method was used to identify the key results. Please refer to the dater below for details.
Total interviews – 1318 in Moscow, St.Petersburg and Kaliningrad
Target interview audience – middle class 25-55 female
50% of interviewees keep buying frozen food but do it less frequently than before economic crisis
12% of guests minimized the number of frozen food purchase
2% of respondents stopped buying frozen products
7% of customers kept buying the market product however minimized the purchase of breaded cutlets, lasagna, and meatballs
The rest 10% of interview audience keeps its purchase pattern with larger percent (11% and 16%) in larger cities like Moscow and St.Petersburg
The study outcome points out a stable market niche for frozen food products due to its fast and easy to cook advantages, and illustrates the stable level of product purchase since 2009.
The analysis also emphasizes the importance of fresh product (60% of the respondents) for the client, as well as price (52% of interviewees), ability to see the actual item (50%), food habits (42%) and overall family food preferences (38%).
Sadia, Zolotoy Petushok, Morozko, Bogatirskie, and Darya were the most popular named products. However use of Attraction Index model listed Sadia and Zolotoy Petushok as the only leaders among customers in Moscow.
Consumer loyalty is another important aspect of the research which frozen food sector to be the one of the lowest level of customer loyalty. Forty two percent of industry customers are open to try various brands with a large presence of competitor’s product with 19% of them to be ready to use a different brand. However the interview result from Moscow and St.Petersburg illustrates a pattern where 38% of current customers plan to stay with current brand and offer stable level of product consumption.
All together the report provides detailed information on consumer behavior and habits and illustrates the positive industry growth in a new year.