Russian Cigarette Market Research

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Review on cigarette market of South FD in Russia based on purchase register. Highlights of general trends of Russian cigarette market as a bonus.

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PowerPoint Presentation:

CIGARETTE MARKET 2008 RUSSIA ALLIANCE MAJOR SOUTH FEDERAL DISTRICT research by

ALLIANCE MAJOR MARKET RESEARCH COMPANY SINCE 1994 ROSTOV-ON-DON SOUTH FD of RUSSIA www.allianc.ru alliancm@aaanet.ru :

ALLIANCE MAJOR MARKET RESEARCH COMPANY SINCE 1994 ROSTOV-ON-DON SOUTH FD of RUSSIA www.allianc.ru alliancm@aaanet.ru

GENERAL MARKET PERFORMANCE RUSSIA:

GENERAL MARKET PERFORMANCE RUSSIA

CONSUMER BASE*:

CONSUMER BASE* MALE FEMALE 31% 65 % MALE & FEMALE 46% * data of Rospotrebnadzor, early 2008

early start of consumption* 80% of men and 50% of women started to smoke before they were 18:

early start of consumption * 80% of men and 50% of women started to smoke before they were 18 * data of Rospotrebnadzor, early 2008

RUSSIAN CIGARETTE MARKET MATURE growing in value faster than in volume SATURATED showing distinct overproduction:

RUSSIAN CIGARETTE MARKET MATURE growing in value faster than in volume SATURATED showing distinct overproduction

KEY MARKET TRENDS 2008:

KEY MARKET TRENDS 2008

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SLOW-DOWN of INCOME GROWTH driven by global financial crisis - slower uptrade (young consumers) or even downtrade (elder consumers) - reducing consumption frequency/volume

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WHO FCTC accessioned by Russia in 2008 - heavier control over advertising and sales - higher excises - training of anti-smoking public opinion

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HEALTH & WELLNESS getting increasingly popular in Russia - increasingly high popularity of super light offerings especially among young female consumers - amplified impact of anti-tobacco social programs - alleviating of smoking takeup influence factors such as peer pressure, parental smoking and advertising

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HOWEVER, IMPORTANT PSYCHOLOGICAL ASPECTS of SMOKING - anti-stress - indulging make it a lasting habit hard to quit

CONSUMER PREFERENCES in South Federal District of Russia:

CONSUMER PREFERENCES in South Federal District of Russia

THE REVIEW IS BASED ON PURCHASE REGISTER* wave 1 held in MARCH 2008 covered CONVENIENCE RETAIL (kiosks, independent stores, etc) wave 2 held in AUGUST 2008 covered RETAIL CHAINS (supermarkets):

THE REVIEW IS BASED ON PURCHASE REGISTER* wave 1 held in MARCH 2008 covered CONVENIENCE RETAIL (kiosks, independent stores, etc) wave 2 held in AUGUST 2008 covered RETAIL CHAINS (supermarkets) * representative sample; details on sample size, geography and register methodology available on request

GENDER / AGE*:

GENDER / AGE* * total sample wave 1; deviations in wave 2 insignificant

AGE GROUPS*:

AGE GROUPS* * total sample wave 1; deviations in wave 2 insignificant

CIGARETTE TYPES*:

CIGARETTE TYPES* * total sample wave 1; deviations in wave 2 insignificant

CIGARETTE TYPES*:

CIGARETTE TYPES* * wave 1; deviations in wave 2 insignificant

PRICE CATEGORIES:

PRICE CATEGORIES

PRICE CATEGORIES*:

PRICE CATEGORIES* * total sample wave 1; deviations in wave 2 mainly relate to value and super premium segments however general trend is the same

KEY OPERATORS*:

KEY OPERATORS* * total sample wave 2; deviations in wave 1 relate to larger shares of Gallaher and Donskoj Tabak with correspondingly smaller shares of Philip Morris , JTI and BAT

KEY BRANDS*:

KEY BRANDS* * total sample wave 2; deviations in wave 1 relate to smaller shares of above premium, premium and some medium brands (mainly Winston) with respectively larger shares of value, low filter and most of medium brands

PowerPoint Presentation:

CHANGE OF CONSUMPTION PATTERN earlier smoking startup ; even gender distribution of young consumer base (under 30) while in senior age groups male smokers increasingly dominate ; higher popularity of super light and light cigarettes of above premium , premium and medium price categories among young consumers (under 40) .

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please contact ALLIANCE MAJOR at alliancm@aaanet.ru www.allianc.ru CREDITS all wonderful pictures are taken from Flickr.com great thanks to the artists and their models FOR MORE DETAILS ON THIS RESEARCH PROJECT

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