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%.
