FDBusiness.com

The Male Market Remains a Big Opportunity For Savory Snacks Manufacturers in Russia

 Breaking News
  • Bord Bia’s 2018 Brexit Barometer Results The Irish Government has launched the Bord Bia 2018 Brexit Barometer, a comprehensive survey of 117 Irish food, drink and horticulture companies, representing 48% of the sector’s exporters to the United Kingdom. Over 100 senior industry representatives attended the launch in Bord Bia to hear the report findings. The purpose of the Brexit Barometer is to assess [...]...
  • Cargill Invests in Mouscron Facility to Meet Demand For Belgian Chocolate With the rapid rise in consumer demand for premium, high quality Belgian chocolate, Cargill has invested in a new liquid chocolate production line in its Mouscron production facility in Belgium. This investment increases the company’s capacity to produce milk and dark chocolate and creates up to 10 new local jobs. Cargill’s cocoa and chocolate business will [...]...
  • Heineken Makes Biggest Ever Investment in UK Pub Estate Heineken UK is making its largest ever annual investment in Star Pubs & Bars, investing £44 million during 2018. This investment is more than double the figure invested last year (£20 million) and brings Heineken’s total expenditure on pubs to almost £140 millioin over the past five years.Around a quarter of Star’s 2,900 pubs will [...]...
  • New Starter Culture Secures Mild and Creamy Soft Cheeses Chr. Hansen’s latest launch helps cheesemakers to produce soft cheese that maintains the desired taste and texture. The extension to the DVS® SSC series is the latest addition to Chr. Hansen’s soft cheese starter culture range. The product series now consists of four cultures and is designed to create soft cheese with a mild flavor and [...]...
  • TOP Develops Technology Platform For Dairy Farmers TOP from Wageningen in the Netherlands is developing a technology platform that enables dairy farmers to sell bottled milk from individual cows. With the technology it will be possible to pasteurize and package bottles of milk from individual cows. Dutch consumers will soon be able to buy milk from their very own favourite cow. In the [...]...

The Male Market Remains a Big Opportunity For Savory Snacks Manufacturers in Russia

The Male Market Remains a Big Opportunity For Savory Snacks Manufacturers in Russia
September 23
10:25 2016

Currently, the average Russian man consumes savory snacks less often than his female counterpart, presenting new opportunities for manufacturers to appeal to indulgence-seeking men, according to a new study published by consumer insight firm Canadean. The company’s latest report states that the Russian savory snacks market was valued at US$2.7 billion in 2015, and is forecast to grow at a rapid compound annual growth rate of 10.1% to reach US$4.3 billion by 2020.

In Russia, men account for 43% of total savory snack occasions, despite representing 46% of the population. On average, Russian men consume savory snacks on 93 occasions per year, compared to 105 for females. However, for Veronika Zhupanova, Analyst at Canadean, there is reason for optimism: “The numbers show that while women are considered a wider audience, men represent a substantial market with genuine growth potential.”

Canadean’s research reveals that while comfort food might traditionally be more associated with a female audience, it is men who are far more likely to turn to savory snacks as a means of relaxing. Indeed, nearly 30% of the volume of savory snacks eaten by men is driven by this, compared to 21% for women. Moreover, indulgence plays a more significant role for men compared to women, driving 39% of men’s consumption, and 28% of women’s consumption respectively. The implication is clear: snack manufacturers can appeal to males by engaging their pleasure-seeking side.

Veronika Zhupanova explains: “While we have seen a number of savory snack launches targeting men, current innovation is mostly unisex. In this way, indulgent snacks that are overtly masculine in design and positioning can stand out from the crowd.”

By targeting Russian men, manufacturers face a tricky dilemma. While the demographic reports being motivated by emotional cues like a desire for relaxation, men typically reject concepts that come across as being overtly emotive.

Veronika Zhupanova continues: “There are several options available to manufacturers, such as dark-colored packaging, larger “male” sizes, and claims such as “rich in protein”, which are all concepts that generally appeal to men more than women. Products such as nuts and seeds can more overtly target “masculine” occasions, such as restoring energy after a workout.”

One example for companies targeting the Russian savory snacks market is Just Brutal “manly” chips from Belarus. While the product does not target men explicitly, the product’s masculine design and flavors, such as Bloody Mary and Steak, are clearly designed to appeal to a male audience.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 25, 2018Packaged., The 7th Global Summit
  • September 5, 2018Int'l Food Products and Processing Technologies Exhibition (WorldFood Istanbul)
  • September 15, 2018iba
  • September 25, 2018PPMA Show 2018
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements