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Home => Market News => Cold Against HungerCold Against Hunger
Marketer noticed an interesting trend in the market of frozen semi - consumers are less like what the people called "toshnilovkoy." Meanwhile, demand for quality products remains unmet. Tool izzhogi As you know, the most popular Frozen - dumplings (up to 75% of the total market). This friend since childhood product has never been considered a delicacy - in Soviet times, dumplings sold in cartons and weight. Poison they were not, but enjoy eating them, too, because komochki stuffing is testing shred when cooking, is brash and belching. Dumplings always been cheaper, production, usually driven by the fact that pischekombinatu a massacre had to dispose of waste from the main production - pluck, trim fat from meat and veins, etc. Business at meat processing wastes in feed dogs and cats appeared more recently, and before that waste skarmlivalis people in the form of frozen products. Since then, little has changed, except that enterprising manufacturers have added to the dumplings, hinkali, burgers gennomodifitsirovannuyu or normal soy. However, some housewives have used (and still use) as the food is not only the dumplings, but zhizhu in which they varilis, adding there greens and butter. another matter - home dumplings, a home-cooked, prokruchennogo through myasorubku stuffing. Usually they lepyat bread (with eggs or egg melange), from beef or pork (rarely - chicken or Sheep), adding the minced onions and spices. On the status of "home" claim and dumplings of all sorts of cooking, vyleplennye manually. But, as this is funny, the question of whether or not to issue any dumplings class "Premium" is still valid, and marketing the dispute over whether the right of existence of such a segment. In connection with hypertrophied development segment that is cheap semi dumplings for the majority of consumers consistently associated with low-cost product. Although just prikinut, but must pay dumplings class "premium" - for that you can compare the cost of 1 kg of product to the price of 1 kg of raw meat a decent quality. Interestingly, only one company in Russia produces dumplings, worth more than the price of meat. The operators of the market and arranges marketing price segments in its own way. For them, 50-60 rubles. per kg - this dumplings for poor students and pensioners, 80-90 euro / kg - that the average price segment, and all that expensive 100 euro / kg, is classed as "premium". Net weight According to the DISCOVERY Research Group, the five leading manufacturers of ravioli in 2005 was as follows: leader Ltd. "Mirital, whose share in the Russian market was 6.7% in physical terms and 5 6% - in value. The second third-place share OOO "MP 'Siberian gourmet' and OOO" Daria "with equal shares of 3.4% (by value). At the fourth position - JSC "POKOM" (2.9%), the fifth - OOO Talosto "(2.6%). Dmitry Vasilevsky, CEO of research company "breakthrough": In 2005 the market size frozen foods amounted to $ 1,9-2,0 billion, about 2004, an increase of approximately 14-16%. Segment frozen foods in the structure of the food market Russia is 16-17%. For comparison - in the United States the figure is 71%. The rate of growth of the Russian market of frozen products declined from 26% in 2000 to 15% in 2005. In the future, be expected to stabilize the market growth rate at around 10%. Meanwhile, sales of relatively expensive semi-frozen and generally expand the range - a way to increase profit, as lower-price segment has not shown signs of significant growth. The most dynamic growth today demonstrates the production of not stuffing, chop or ravioli and pancakes, pizza, climbing - ie relatively new market for Russian products. Nikolai Shumihin, Director of Marketing and Sales of the "ravioli": The total market is difficult to assess - a very large number of manufacturers, product types and brands. If we look at the major commodity groups, it can be assumed that the monthly consumption of ravioli is about 12-15 tons, chop and pancakes - about 5-7 tons, in my view, now is not to say that the Russian market Frozen demonstrates the rapid pace of sales. The growth of a stable, but he was no longer the one that a few years ago. The market is at a stage of saturation, especially the slow-growing traditional segments - dumplings, burgers. Fluctuations in growth is attributable Conversion retail market (growth of trade networks, crowding out informal retail) and the market for semi-frozen (the percentage of competitors selected from each other in different markets). In an effort to keep the buyer, many manufacturers chose to reduce the quality of products, adding to the semi-vegetable protein, starch and to procure vtorosortnoe meat or preventing the conditioning of late imported meat, and leave the old price. But, as practice shows, this is not the only way out. Natalya Romanova, director of marketing and strategic development of Mirital: Prices of meat are growing at a speed of 20-25% annually. If five years ago the average price ravioli was 40-65 rubles / kg, but now it rose to 70-80 rubles / kg, while meat over the same period went up to 2-2,5 times. For manufacturers ravioli is two exits - or to adequately raise the price of their products or reduce its quality, with moderate growth rates. Understanding where the market is moving, we have invested in improving the quality. Mark "Mirital now positioned in the medium-high price ranges, not so long ago, the company started to produce ravioli in high-price segment under the brand" One to one. " Not role in promoting the product, its recognition by playing a good package. Frozen products are produced in several types of consumer packaging: brand polypropylene bags, cardboard boxes and "double" package (plus polypropylene cardboard packaging). Most businesses prefer sorting their products in special polypropylene bags with the logo and advertising producer. They are easier to put into transport packaging, fewer problems arose because of damage to both the packaging and products. In addition, the cost of this type are not the highest, and that reduces the price of products. "Elite" dumplings zavorachivayut in cartons, the value of which is high enough. Network specifics The Russian market of frozen semi-consolidated on a regional principle (while the total percentage of leaders throughout Russia does not exceed 40%). This is because low-wage regions, as well as the consumer's loyalty to local brands. Oksana Yegorov, head of special projects department of the company OOO "MLM-Food: In the regions, producers may well dictate your taste. Presentation of the product is not the main factor - a plastic bag, substrate, a minimum of manufacturing companies, etc. - all this is offset by lower costs. These manufacturers are becoming loyal customers in the field of production and distribution, they occupy a small market and there are regular customers. For capitals versions of some producers in major cities are fighting for quality, and small - for a price. However, the quality of semi-frozen and in large and small towns are the very conditional. For example, in Krasnodar and Rostov find dumplings (as well as burgers, sausages, sausages, etc.) with vegetable protein (regular or soy gennomodifitsirovannoy) is much easier than in Moscow. In the capital's supermarkets are usually 80-90% sold ravioli contain these unwanted, hopelessly adversely flavor is cheap additives. There are, incidentally, is another gimmick by which manufacturers have resorted semis - is positioning its stuffing as a "pig-beef". Dealers attributed the need for mixing pork and beef so that the stuffing becomes allegedly made "softer". In fact, the mishmash often need only to the consumer was unable to identify sustainable taste a product that no pork or beef and smells. In this farce could stretch anything (including poultry meat, offal and meat "gamy"). also curious that every region has distinctive features in consumer behavior. Thus, in the Urals and Siberia, many prefer dumplings "samolepnoy" form and dumplings like "ravioli" does not recognize, calling them "Pirogie" (in conjunction with the company Mirital "specially created a brand" samolepnyh "ravioli "Baba Lyuba" for the markets of major cities in the Urals and Siberia). Also mixed and flavor preferences residents of different regions - Siberians often buy dumplings with a high content of onions and offal. And, for example, in Perm, some consumers prefer dumplings, with the addition of heart, which lepyat local producers. however small, and even the average regional producers in the markets of Moscow and St. Petersburg, where concentrated the largest Russian operators do nothing - they closed the entrance. Natalya Romanova: The entrance to the market is expensive. First, we need to be registered in the networks, second - to spend on advertising, which is in Moscow, as you know, money. And get a vicious circle: distributor does not produce as it to anyone in the capital is not known and not known it because it did not take. On networks large Russian cities (such as Voronezh, Volgograd, etc.) are sold 60-70% ravioli in Moscow - about 50%. Competition ravioli on the market is high (especially at the lower price ranges, which has recently losing market), and all of it essentially focused on a half square meters of a cooling larya in a store or supermarket. Therefore known brand - a factor which determines the motivation of distributors. What considerations guided by retail chains, buying products from the realization of a manufacturer or distributor? According to the press service of "Seventh Continent", the retail network now works mainly with the major distributors of frozen products: JSC "Inco", JSC "Aysbit" Ltd. "Agama Trade, as well as a number of manufacturers directly - such as "ice", "Food," "Aysberri." Working with many producers of semi-frozen directly at this point irrelevant to the "Seventh Continent", because not all of them have the logistical capacity to supply large network. In selecting suppliers accounted for factors such as the duration of the company, its position in the market, logistics capabilities, range, to grow together with the network (partner must deliver dumplings in a city where a new store network). Interestingly, and retail chains have wittingly or unwittingly contributed to the deterioration of the quality of frozen semi-final. For example, the buyer can pick up a package of dumplings in the refrigerator lare, take a walk with him on the supermarket, then find that product podtayal, and put it back, took a different package. A podtayavshy and re-frozen bag get another customer, who opened his home and found slipshuyusya lot, all claims will be addressed as a manufacturer, rather than the seller. It is, incidentally, that the dumplings are not subject to re-frozen - they retain their consumer properties within 1.5 hours after their dostali from the refrigerator. Culinary college alternative to packaged magazine polufabrikatam can serve food, which in addition to handmade ravioli lepki usually you can buy several types of chop, rump steak, azu, skewers, etc. These cooking can be self-sufficient enterprises, but recently in the capital and major cities such establishments open in the networks of supermarkets, cafes and restaurants. Boltavin Alexander, director of research DISCOVERY Research Group: Among the smaller producers could include shops with kitchens, cafes and other businesses catering, private entrepreneurs, farmers seeking to sell their own products. All they do tend to a very small investment. Dumplings from such enterprises are most often based on the use of simple domestic ravioli machine or apparatus IAC. According to estimates of most marketers, on those manufacturers account for most sales of meat semis in Russia. The biggest producers control less than 50% of the domestic market. However, nepotism, mestechkovost business can not always be regarded as a guarantee of product quality. One reason for this state of affairs - the total corruption of certification authorities. Semi-finished products are subject to compulsory certification, but the fact none of unscrupulous manufacturers are not deterred. Cost of product certification with a minimum range is now about $ 600 (to include sanitary certificate, the cost of laboratory tests, etc.). Of course, an accredited certification company, most uninteresting show integrity and deprived of income, so will any certified product. However, in sharp competition with retail networks, it is quality rather than price is the determining factor. Many consumers prefer to go to the supermarket, which has a culinary department. Andrew Golubkov, press secretary of the CC "Crossroads": With many stores open network of shops for the manufacture of semi-refrigerated meat and fish, as well as their own bakery. Fresh salads and ready meals, which are traditionally sold in stores "crossroad", delivered from the complex manufacturing of finished cooking, open one and a half years ago and provides already needs more than 80 stores in Moscow and the region. its competitive advantage in the retail networks, many local food see that their product is always fresh and produced small quantities. Zinaida Oleynikova, Director Argo K: We imenitye butchers (say, "Eliseevskogo gastronomy") get to work do not want, because they work somewhat different. We are not working at the warehouse and can not afford to chop a lot of stuffing and wait for customers all its raskupyat. Our range is 120 names, but each semi - only one tray. This is because of fierce competition from supermarkets, which literally squeeze us from the market, without high-quality small food to survive, it is simply impossible. Cuisine - this waste production, in which dry the rest are just bones, and even then not all. What does not get into steaks or azu, comes in burgers, that is not suitable for the burger, into the "drumstick for holodtsa" in supovoy set for pensioners (many culinary traded even bones for the dogs). Interestingly, some cooking, caring for a product, do not sell prepared skewers or even semi in sauce. Since sour sauces quickly disappear along with its contents, vinegar, on the other hand, extend product life, but it becomes less tasty. Recipes must be experimenting with a range. For example, "Argo K" did not go "schnitzel ministerial in crackers, Chicken Kiev (to be cooked, the consumer must have a home Free cookers), garlic Pozharskogo burgers with a specific taste. Private dumplings are well into the season, so in this cooking dumplings are beginning to model only in October. Less so is better Restorannym networks in that sense, somewhat easier, because their range of pre-run for the main production of cooking - in the inn and cafe. Yuliana Lauhina, marketing JSC "Lunch" (managing company network restaurants "Firs-sticks", a network cafe "Little Japan", a network of French tearoom "Delis): Shops" cooking "from the network" Firs -sticks "offer a choice of dishes, focusing on different gastronomic preferences - is semi, salads, side dishes, hot dishes, desserts. The company has a large structural unit, called "Cuisine", it is in this business and working. Network Firs-stick "quite large (32 inn only in Moscow), so the production of cooking products, as well as purchase products, their storage and transportation are carried out centrally. Production capacity "Cuisine" allow not only the semi inns, but shops and food. Vendors "non" Moscow's cooking - it usually farms located anywhere in Moscow or surrounding areas. Working with culinary carnage often inefficient, because they offer everything but not exactly what they want to cook. Zinaida Oleynikova: We take for processing only gobies to a year, they have more meat fat, less there Boneless. Meanwhile, meat gobies is only 15% more expensive than that sold for slaughter. Margin, we have no restaurant - only 25%, supermarkets nakruchivayut more. While they have a lower cost, because buying meat, vegetables, etc. at favorable wholesale prices. How much is cooking mestechkovy business? To open their own cooking, is not so much money. The equipment would cost somewhere in the $ 15-17 thousand needed two vitrinnyh counters (if new, the $ 2,5-3 thousand), two refrigerators cabinet ($ 2 per thousand), Freezer chest - $ 2 thousand (meat used not only chilled, and frozen). You will need to table a nerzhaveyki - $ 1.5 thousand - and steam tables of food aluminum for handling meat and the meat grinder and a refrigerator for unsold balances of meat ($ 1,5-2 thousand). The minimum amount of leased under the meat shop area - 35 square meters. m. To ensure that SES had good opening for business, you first must make sure there is water runoff and sewage. On average, cooking on such a scale processes about 1.5 tons of meat a week. Of the personnel needed obvalschik meat, cook, who will prepare azu, and several vendors. To prepare dumplings in cutting shop is not - according to the requirements of SES, production-related cuts of meat, technologically not stick to production, which uses flour and eggs. If a manufacturer decides whether to release the finished ravioli stuffing, it should open a shop. No special equipment, except domestic ravioli machine or apparatus MAK (if the molding will not hand), to work in the shop is not required - only tables and refrigerators for stuffing and storage of finished products. Given the wealth of Russians and the culture of consumption products, the most promising, according to the surveyed marketers will release semi-oriented rather discerning consumer. Nikolai Shumihin: In an attempt to maintain their market share, small companies are on different uhischreniya: Non-selling products in the form of lower cost by reducing the content of meat. But, in my opinion, the greatest advantage in the highly competitive receive companies that invest in product quality, packaging, in its promotion - in other words, create a brand, which consumer confidence. you buy frozen food? Irina Saltykov, singer: - Previously, almost all the dishes prepared from frozen products. With such a tight schedule, like me, it was easier just to release the meat or fish and cast to the pan to a few minutes could have. But recently I have decided to renounce all frozen products because of their harmful for the body. Roman Trahtenberg, showman: - can afford to buy a little frozen ready meals to be heated only. The truth is, to give them 80 rubles did not want to - very expensive. And if I buy dumplings, the only one brand, but not because they are very tasty, but because it is well razreklamirovannye. Previously, their production belonged to a good man, we must also support it. Of course, now that the stores full-full of semis, women can OBLIN altogether, but if you are honest, the family should prepare cook, but not his wife. Valeria, singer: - I have a very nice older son, which is virtually impossible to somehow feed. But once he tasted frozen Pirogie with cottage cheese, and he liked it. Now we are buying them. Tried their own Vareniks model, but they do not like son. A winter I buy frozen berries and varyu children compotes. I am sure that the frozen products more vitamins than fresh, which sell in the winter. In addition, our refrigerator is always pack frozen foods, just in case. I do not listen to people who say that the frozen products are harmful. Many products are harmful, and that - not an entirely? Kutikov Alexander, a musician of the "Time Machine": - From the frozen products are selling only white mushrooms. The fact is that my wife is the specialty of the house, then add the white mushrooms. But their fresh and summer is not always buy. The rest range of frozen foods I was not interested. Our family carefully monitors its shape and weight, and any frozen products have a lot of calories and therefore harmful. And nothing better than fresh produce, yet not think of any. Tatyana Tolstaya, writer: - Frozen fruit. And even in summer. Strawberry, which are sold on the market, just foul, it has no smell. Vendors at the market top vylozhat beautiful, and everything else spryachut. But the package put it rotten berries. For my speed jam frozen berries fit no worse than fresh. But what I will never buy because it dumplings. Not only that, they were disgustingly small, so even with the hideous soybean paste inside. Julia Dalakyan, fashion designer: - It is rare when the refrigerator is empty. Then buy only seafood: shrimp cocktail or sea. Frozen chicken and meat I am for anything to buy. Vladimir Sorokin, vice president of the "AlfaStrahovanie": - For most Russians, frozen products - this is ice blocks smerzshiesya burger or brownish gray ravioli in wholesale markets. But there should be only quality frozen products, which are in no more than 5% of the total. For instance, I prefer the Norwegian seafood in supermarkets, they have money, but the technology allows us to preserve all useful substances. Kommersant MONEY |
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