Analysis of the food market. Russian market of healthy products: trends and prospects. Data collection and analysis method

Review of the Russian market of healthy food products

Research by the consulting company "Foresight 24"

The growth of the healthy food market is a direct consequence of changes in consumer patterns. A recent study by Deloitte showed that the traditional criteria of consumer choice in the food market - price, taste and quality - today are inseparable from new group criteria - health and wellness (health & wellness), safety and transparency (consumers want to know what exactly they are consuming). A healthy lifestyle is becoming not just a trend, but also a lifestyle around the world.

Russian market following the markets of other countries, it begins to actively move towards new consumer needs, which are formed under the influence of various factors.

Among the key factors is the increase in the incidence of the population, which stimulates the demand for food for the prevention of various diseases and for medical nutrition. (fig. 1).

According to a global study by Nielsen, 67% of consumers in Russia actively monitor their diet to prevent various diseases, and 39% of respondents limit the amount of sugar and fat in their diet. Changing dietary habits has a direct impact on shopping behavior. Thus, 74% of Russians carefully study the composition of food and beverages before purchasing them. At the same time, about 70% of Russians say they are willing to pay more for products that do not contain unwanted elements.

An important role is played by the growing popularity of sports and healthy way life in big cities. At the same time, active promotion of a healthy lifestyle and support for sports are carried out at the state level.

Urban populations are growing at a faster pace, leaving less time to cook and eat, which is driving the demand for quick and healthy snacks.

The services of dietitians and professional fitness trainers for weight loss and control are gaining popularity.

Finally, a significant factor influencing the change in consumer behavior is active activity manufacturers in the field of R&D (Research & Development) * and the promotion of innovative food products, which allows them to create demand and lure consumers away from competitors.

If a few years ago it was possible to speak only of individual healthy products or niches in the Russian food market, today “healthy trends” have penetrated almost all product categories. This situation is fully consistent with the trends of foreign markets, where today there is a boom in demand for health & wellness products, which include the following groups:

* healthy snacks that have already moved from the category of muesli bars to a separate large product category, which includes a whole range of food products for snacks (including drinks): for example, TM Brainfoods fruit and nut mixtures (OOO "Brainfood" Moscow), protein bars TM Bionova (OOO NovaProduct AG, Moscow), biscuits with cereals TM Khlebny spas (OOO KF Khlebny spas, Moscow) and others;

* products enriched with vitamins and fatty acids: for example, a chicken egg TM "Extra Omega-3 Active" (JSC "Poultry farm" Roskar ", Leningrad region) or a chicken egg TM" Sinyavinskoye Effect "with selenium (JSC" Poultry farm Sinyavinskaya ", Leningrad region.);

* products enriched with probiotics and prebiotics: for example, TM Resource Optimum dry mix with pre- and probiotics (Nestlé Russia LLC), TM J7 Tonus nectar with prebiotics (PepsiCo Holdings LLC), yogurt TM BIO -balance "(GC" Danone in Russia ") and bio-yogurt TM" Useful products "with probiotics (CJSC" Sernur cheese plant ", Mari El);

* bread and bakery products containing nuts, seeds, dried fruits, peeled rye flour, bran, whole grain flour and others: for example, TM “Hercules” bread (JSC “Khlebny Dom”, St. Petersburg) or TM Harry's bread with bran (LLC “ Harris CIS ", Moscow region);

* products "without ...", that is, they do not contain sugar, preservatives, gluten, lactose, artificial colors and flavors, including clean label products: for example, sugar-free protein ice cream TM Prolce (LLC "Qualitative Products", St. Petersburg), sugar-free ice cream with honey TM "Chistaya Liniya" (LLC "Chistaya Liniya", St. Petersburg), gluten-free amaranth bread TM Di & Di (LLC "Corporation Di & Di", St. Petersburg), ketchup TM Mr. Ricco Pomodoro Speciale (JSC Nefis-Bioproduct, Tatarstan), lactose-free milk TM Valio Eila (LLC Valio, St. Petersburg) and lactose-free ice cream TM Ice Cro Vegan (LLC Il Mio Morozhenko, Moscow);

* products with low sugar or fat content: for example, TM Gallina Blanca broth with low salt content (CJSC Europe Foods GB, Nizhny Novgorod region), mayonnaise TM Calve Legky (LLC Unilever Rus, Moscow), cheese TM "Karat Domashny Light" (JSC "Moscow Processed Cheese Factory" Karat ");

* food for vegetarians, vegans and raw foodists, the number of which in Russia is increasing every year (according to a study by Mintel Global Food and Drink Trends 2017, the number of vegan food and drink in the world in 2016 increased by 257% compared to 2012) ;

* vegetable products with a high concentration of nutrients, or superfoods, which are not yet popular in Russia (goji berries, quinoa, chia and others);

* food products with seaweed (for example, kelp noodles, which replaced the traditional wheat noodles), gaining popularity abroad: seaweed nori chips TM Sen Soy (Sostra LLC, Moscow region) or TM Fine Life chips (STM LLC “Metro Cash & Carry”) from nori seaweed with olive oil;

* beverages that replace traditional coffee: for example, a "golden" anti-inflammatory latte drink with turmeric, coconut oil, ginger, black pepper, cinnamon, honey and unsweetened vegetable milk;

* sports nutrition for mass consumption, not just for professional athletes;

* organic products produced without chemical fertilizers, herbicides, pesticides, as well as GMOs, dyes, stabilizers, thickeners, replacing milk fat with vegetable fats and the like: for example, products of TM "Urbech" (LLC "Zhivoy product", Dagestan), Ecor (EcorNaturaSi Spa, Italy), Geo Goods and Fitnessier (LLC Geo Goods, Novgorod region);

* fermented foods that are good for intestinal and digestive health (miso, kichi, sauerkraut and others);

* herbal products, which are not yet practically represented in Russia, but, according to a new study from Technavio, are included in the top three key trends in the global market for healthy food, along with the growing demand for probiotic, natural and functional products and consumer interest in innovative packaging.

Despite the above classification, today in Russia and abroad there is no common understanding of which types of products belong to the healthy food market. This is primarily due to the fact that the dynamic development of the market annually leads to the emergence of new types of products. In addition, all market participants recognize that one of the significant difficulties is the lack of an unambiguous understanding of the term "healthy eating" and state regulation market in matters of its certification. Based on this, it is extremely difficult to reliably estimate the volume of the Russian market for healthy food products.

An overview of the assortment of products for a healthy diet allows us to single out two fundamentally different groups, the development of which will go in parallel in the future:

1. traditional food products (industries) that respond to changes in consumer behavior patterns with new products based on the familiar assortment (for example, bread, yoghurts, confectionery, and others);

2. "healthy" food, that is, new products that are developed specifically for the needs of the target audience (for example, protein bars for athletes, diabetic products, and others).

Healthy food products are located in the middle and high price segments. The use of natural ingredients (including flavors, preservatives, dyes, extracts, high-quality sublimates and others), enrichment with vitamins and microelements, special production technologies and innovative packaging lead to the fact that the cost of such products is sometimes 1.5–2 times higher than the price of "simple" analogs. For example, this is very noticeable in the dairy and bakery markets.

It is important to note that the crisis and sanctions have become the engine for Russian manufacturers - every year there are more and more domestic products for healthy eating in different categories, which are worthy replacements for imported ones. However, it is important to note that the flagships of this market remain foreign manufacturerslocalized in Russia (Mars, Nestle, Danone and others). They are the first to bring new products to the Russian market (for example, "Activia Drink & Go" from Danone).

As the results of observations of the dynamics of penetration of foreign product trends into the Russian market in 2013–2017 show, they appear with a delay of 1–3 years.

Today's consumers want to know what they are eating. One of the ways to gain trust is the constant confirmation by the producers of the naturalness and quality of the food they produce (the formation of brand transparency).

New instruments for confirming the quality and naturalness of products are entering the arena, including mobile applicationssuch as Shopwell, Open Label and the Smart Label platform, which make goods and supply chains transparent to consumers (block chain technology).

This approach is already being used in Russia by the largest manufacturers of functional dairy products, thereby emphasizing their naturalness and usefulness. For example, buyers are given the opportunity to track exactly which farm the milk came from, the production procedures are explained, the usefulness of the products is confirmed based on the results of scientific research.

Brands today need to have simple and very obvious characteristics that consumers can check, and that do not require lengthy explanation and description (so-called anti-authentic marketing). Small farms are increasingly using this trend in Russia today, offering their customers packaged products for short-term storage. Another example is the appeal of manufacturers in their marketing activities to GOSTs, which orient buyers to the level of quality and composition of products, and also evoke an associative connection with the times of the USSR, when there were practically no “harmful” food products on the market. This approach is implemented by manufacturers of sausages, ice cream and other products. On the same wavelength, there are good chances to enter the market for small producers offering handmade food products made according to old time-tested recipes (craft beer, handmade chocolate, “homemade” sour cream, and others).

Another trend is a global movement towards a healthy lifestyle and naturalness. In addition to health & wellness, healthonism and weight management come to the fore. Healthonism (from health - "health" and hedonism) is a trend associated with the desire to combine the consumption of foods that give pleasure, with health benefits (for example, alcohol with antioxidants, foods low in sugar, "healthy" fast food, and others) ... Weightmanagement are weight management systems that involve complex work to reduce or control weight. Part of this work is various mobile offers of manufacturers, the goals of which are not only direct communication of companies and brands with consumers, but also informing them about the benefits and methods of preparing and consuming food. Examples include European applications Danone insiDe, Unilever, Activia VIP, Nestle and others.

Finally, expanding the range of products for healthy eating allows you to allocate space for products for a healthy lifestyle, “collections” of products for preparing certain dishes, farm products and more, thereby significantly simplifying the selection procedure for consumers. In Russia today, such an approach is practically not found.

The tendencies listed above require the following actions from Russian enterprises operating or planning to enter the healthy food market:

1. constantly “keep your finger on the pulse”, analyzing the Russian and foreign markets, actions of competitors and suppliers, scientific developments and patents in the field of food, consumer behavior and related markets, and constantly seek ideas for new product development;

2.Establish constant feedback with their consumers using social networks, focus groups and others;

3. to process existing and develop new food recipes that meet the needs and lifestyles (health & wellness lifestyle) of different target audiences;

4. the taste of the product should be given primary importance - the times when the useful could not be tasty are a thing of the past;

5. Encourage consumers to try brand new products with an emphasis on health benefits and naturalness;

6. The benefits of a particular combination of ingredients, such as probiotic yoghurt with fruit or bran bread, must be clear to consumers;

7. form alliances with suppliers of ingredients and packaging, who are often the first to know about new trends in the markets;

8. constant work to reduce the cost of production so that it becomes available not only to the middle and high, but also to the low price segment (formation of mass demand);

9. in the promotion, emphasize products for breakfast, dinner and snacks, which are key meals for residents of megacities. So, manufacturers of "light" kefir often position it as a way to have a snack and dinner for those who control their weight: for example, kefir product TM "BioMax Light" produced by OJSC "Wimm-Bill-Dann Food" or kefir drink "Activia" from Danone;

10.Pay attention to packaging, which today must meet a number of requirements:

* be easy to consume - for example, portioned packaging or packaging for consumption on the go (bio + protein "Activia" Drink & Fit by Danone);

* be easy to store - for example, packaging with a zipper or packaging suitable for a microwave oven (chicory TM "Celebnik" produced by LLC Slavkofe (Moscow) and natural milk porridge TM "Svalya" from JSC "Penno Zhvaigzdes" (Lithuania);

* be easy to transport open;

* attract attention and show all the benefits of consuming the product for consumers.

* Research and development activities.

State and development prospects of the functional food market

The production of products with added value, being one of the most relevant areas of nutritional science, reflects the latest trends in the development of the food industry in general, and technological processes production in particular.

Analysis of the state of the market for functional food products in Russia and abroad

In the Western world and in the East, the attitude towards functional products is very different. Whereas in Japan functional foods are viewed as a separate class of foods, where it comes first over taste, the situation in the West is completely different. In the USA and Europe, the emphasis is on the concept of incorporating a functional product into existing products, very often for daily consumption, without affecting taste in any way. In the West, functional products are something innovative and revolutionary. Meanwhile, in the East, functional products have been a part of people's lives for a long time.

Functional foods in Japan.

The term "functional foods" first appeared in Japan due to the study of the relationship between nutrition and strengthening the physiological systems of the body. The widespread consumption of these food products among the population of Japan was associated with the high cost of medical care, with the rapid aging of the population and the growing attention to their own health among the country's population. Foods with a special composition that have an improved physiological effect in comparison with traditional food products were considered functional products. They serve three main functions: nutrition, pleasure, and physiological benefits. Japan today is the only country where functional food products are allocated in a separate category - FOSHU (Food fororspecifichealthuse). FOSHU belongs to the category of specialized nutrition, which also includes products for pregnant and lactating women, for children, for the elderly, and medical food for the sick. In 1991, regulations for FOSHU functional products were introduced by the Japanese Ministry of Health. They imply a certain procedure for registration and clinical trials of such products, which, when passed, allows making so-called health claims / statements about the health benefits of this product. At the same time, not all products that in the world, in fact, will be considered functional (including dietary supplements), have the FOSHU status in Japan. Since 2001, Japan has introduced new rules that govern the rules for foods containing vitamins and minerals - FNFC (Foodwithnutrientfunctionclaims). By adhering to established limits (minimum and maximum), manufacturers can make nutritional claims for these foods by labeling the health benefits of the ingredients in the food. At the same time, the levels of these substances in food in Japan are several times higher than the maximum allowable levels of these substances even for dietary supplements, established, for example, in Russia (for example, in Russia - 700 mg of vitamin C in dietary supplements, in Japan - 1000 mg of vitamin C in food).

Functional foods in the USA.

The US market is the largest, its share in the total volume is, according to various estimates, from 35 to 50%. High level The consumption of functional foods in the United States is driven by liberal food laws, a high degree of market freedom, and Americans' susceptibility to innovation in nutrition and health. Unlike the United States, functional foods and dietary supplements are still regulated as “quasi-drugs” in many other countries. Also in the United States, unlike, for example, the European Union, it is allowed to use medicinal herbs and herbal raw materials in dietary supplements. Often, many American dietary supplements in the EU are classified as drugs. The Food and Drug Administration (FDA) is responsible for the US Food and Drug Administration. Today, the FDA has no such term as functional foods. Therefore, they are regulated in the same way as conventional foods. Three types of claims can be used on products: Health Claims, Nutrient Content Claims, Structure / Function Claims. Health Claims are claims that a substance in food may affect a person's illness or health-related condition. Such statements can be made on the basis of FDA approval, based on the availability of supporting facts - the conclusions of state scientific institutions, evidence in the form of scientific literature. Nutrient Content Claims are nutritional claims for which there is a legal requirement for daily allowance. Structure / Function Claims describe the role of a nutrient or its effect on the normal functioning of the body. This type of claim was spontaneous and does not need to be confirmed by any authorities, but the FDA has set certain guidelines for making these claims.

Functional foods in the EU.

In the European market, the leaders in the consumption of functional products are occupied by Germany, France, Great Britain, and the Netherlands. The European market is highly heterogeneous. In general, we can say that the greatest demand for functional food is observed in the countries of central and northern Europe, and among the countries of the Mediterranean region, the demand is low, since the inhabitants of these countries prefer natural, fresh food, considering it more healthy. Currently, the most popular categories are functional drinks and dairy products that affect digestion, especially probiotics and prebiotics. Germany (21%), France (18%), Great Britain (16%), the Netherlands (11%) account for two-thirds of the sales of all dairy products in Europe. Soft drinks fortified with vitamins or other functional ingredients are popular. Although the offer in this segment is quite wide, nevertheless, according to experts, this market is still far from saturation. Other emerging categories are baked goods, confectionery, dental health chewing gums, cereals, and cholesterol-lowering jams. At the same time, the last of the listed product categories is the most promising in terms of sales growth. On the EU market there are international food companies, pharmaceutical companies or companies producing diabetic products, narrow-profile companies at the national level, small and medium-sized food companies that create analogues of leaders, retail, suppliers of functional ingredients. Traditionally, nutrients and other substances have been used in the EU countries both in food (including dietary supplements) and in medicines, and have been regulated in different ways. To harmonize relations in this area, several documents were adopted - the European Directive on dietary supplements (Food Supplements Directive, FSD, 2002/46) and Regulation No. 1925/2006 of the European Parliament and of the Council on the addition of vitamins and minerals and of certain other substances to food. It was found that dietary supplements are a food product and should be regulated by general food legislation, lists of vitamins, minerals and their chemical sources allowed for use in the composition were established. Full harmonization will be achieved when the maximum and minimum levels of vitamins and minerals are determined, as well as after the development of generally accepted rules for the use of other substances, including medicinal herbs. In the absence of these uniform procedures, the principle of mutual recognition of national legislation applies. At the same time, it is forbidden to prevent imports from other EU countries if the imported product is produced and sold legally in the exporting country.

Functional food products in Russia.

The market for functional food products is rapidly developing in Russia. Conventionally, functional products on the Russian market are represented by four groups: cereal-based products (including bakery and confectionery products), soft drinks, dairy products and products of the fat and oil industry. The criteria for the enrichment of bakery products are the grain composition ("8 cereals", "Voskresny", "Samara bread", "Bourget"), the addition of bran ("Suvita", "Curative"), sunflower seeds, flax and soybeans. There are also iodized and fortified bread. Breakfast cereals are enriched with vitamins, minerals, fiber and bran, which is very useful for the prevention and normalization of the gastrointestinal tract and increases the nutritional value of the product. Among confectionery products, products on natural sweeteners with a diabetic character stand out, as well as products with vitamins and fruit additives. Manufacturers of any product in this category are guided by the widest possible group of consumers, although most companies have in their assortment products with a "narrow specialization", depending on the characteristics of the composition (therapeutic and prophylactic, dietary, diabetic products).

In the field of fat and oil products with functional properties, scientists and manufacturers have now taken the path of creating a range of combined (light) oils and low-fat margarines and mayonnaises with functional ingredients.

Non-alcoholic drinks, including juices, juice drinks, fruit drinks, kvass, teas, containing functional ingredients, have organically entered the life of Russians. The demand for them among the main population groups is increasing. Food industry specialists pay special attention to the production of products baby food... In accordance with the requirements of modern medical science, these products must be enriched with vitamins and minerals, they include the well-known products "Malysh", "Malyutka", "Malyutka Istrinskaya", "Bebelak", "Bebelak-2", "Bebelak Soya" ... For the nutrition of preschool and school age manufacturers recommend crispy corn flakes enriched with 8 vitamins and iron from Nestle, as well as Nesquik instant chocolate drink, for diabetics - fruit-filled cookies enriched with vitamins A, C, E, B6, pantothenic acid, minerals - iron , magnesium and zinc, manufactured by the French company Nutrition & Sante.

Despite the abundance of functional foods, the first product to be given this status belonged directly to the dairy group. In Russia, a wide range of fermented milk products is traditionally produced, a significant part of which was occupied by fermented milk products produced using acidophilic lactic acid sticks. Clinical trials of these products have shown their high therapeutic and prophylactic effect in various gastrointestinal diseases. In fact, these were the first fermented milk products, which, according to the current terminology, are called probiotic foods. Interest in products aimed at normalizing the composition or increasing the biological activity of normal intestinal microflora is increasing every year. MMF experts call them “health products” and believe that in the 21st century these products will occupy the largest volume in the production of dairy products.

The production of functional products is in the center of attention of specialists involved in the development of modern technologies and criteria for food quality. Products with new quality characteristics and differing in composition, biological and energy value are also interesting as objects of standardization.

Description

Purpose of the study

Describe the current state and development prospects of the healthy food market in Russia.

Research objectives:

1. Determine the volume, growth rates and development dynamics of the healthy food market in Russia by market segments:

• Better for You (BFY)
• Reinforced / functional (FF)
• Free from
• Naturally Healthy (NH)
• Organic

2. Determine the volume, growth rates and development dynamics of the healthy food market in Russia by product categories:

• Beverages
  • Hot drinks
  • Soft drinks

• Packaged food
  • Baby food
  • Bakery products
  • Breakfast cereal
  • Confectionery
  • Dairy
  • Edible oils
  • Rice paste and noodles
  • Salad sauces and condiments
  • Snacks
  • Spreads
  • Sweet biscuits, snacks and fruit snacks

3. To highlight and describe the main segments and types of the healthy food market in Russia.

4. Determine the market shares of companies and brands in the market for healthy food products.

5. Describe the competitive situation on the market of healthy food products in Russia.

6. Determine the main marketing channels for the healthy food market.

7. To determine the key trends and prospects for the development of the healthy food market in Russia in the next few years.

8. Make a forecast of the volume of the healthy food market in Russia until 2021 in value terms.

Object of study

Healthy food market in Russia.

Data collection and analysis method

Monitoring of documents.

In general, the purpose of the desk study is to analyze the situation on the healthy food market and obtain (calculate) indicators that characterize its current and future state.

Data analysis method

1. Databases of the Federal Customs Service RF, FSGS RF (Rosstat).

2. Materials DataMonitor, EuroMonitor, Eurostat.

3. Print and electronic business and specialized publications, analytical reviews.

4. Resources of the Internet in Russia and the world.

5. Expert polls.

6. Materials of the participants of the domestic and world markets.

7. Research results of marketing and consulting agencies.

8. Materials of branch institutions and databases.

9. Results of price monitoring.

10. Materials and databases of UN statistics (United Nations Statistics Division: Commodity Trade Statistics, Industrial Commodity Statistics, Food and Agriculture Organization, etc.).

11. Materials of the International Monetary Fund (International Monetary Fund).

12. Materials of the World Bank (World Bank).

13. Materials of the WTO (World Trade Organization).

14. Materials of the Organization for Economic Cooperation and Development ( Organization for Economic Cooperation and Development).

15. Materials of the International Trade Center.

16. Materials Index Mundi.

17. Results of research by DISCOVERY Research Group.

Sample size and structure

The procedure for content analysis of documents does not imply the calculation of the sample size. All documents available to the researcher are subject to processing and analysis.

Summary:

In October 2017, DISCOVERY Research Group completed a study of the healthy food market in Russia.

The volume of the healthy food market in Russia in 2016 amounted to RUB 874,095 million.

The health food market consists of five segments: Better for You (BFY), Fortified / Functional (FF), Free From, Naturally Healthy (NH), and Organic. The largest market segment is Naturally Healthy (NH). Its volume in 2016 amounted to 469,644 million rubles. Compared to 2015, the segment's volume increased by 47 359 mln. rub.

The highest growth rate in the healthy food market in 2016 was observed in the "Free from" segment. The growth rate of this segment was 15.1%.

Over the past few years, retail stores have been the most important distribution channel for healthy food products in Russia. In 2016, 97.7% of healthy food was sold through this channel, while 0.1% of healthy food products were sold through the “specialized stores” channel.

Retail stores in Russia are represented by the following sub-channels: Modern Retail and Traditional Retail. “Traditional retail” in 2016 sold 21% of healthy food, while “Modern retail” - 76.7%.

The largest market share of healthy food products in Russia belongs to Wimm-Bill-Dann Produkty Pitania and is 6.9%. Also, major manufacturers of healthy food are Wrigley OOO and Danone Russia Group of Cos. The market share of these companies in 2016 was 4.6% and 4.5%, respectively.

Orbit (Mars Inc), Prostokvashino (Danone Groupe) and Domik v Derevne (PepsiCo Inc) became the most popular brands of healthy food in Russia in 2016. The market share of these brands in 2016 was 3.8%, 2.6% and 2.5%, respectively.
According to forecasts, the market for healthy food products in 2017 will amount to 878 690 mln. rub. By 2021, the market volume may amount to 912,477 million rubles.

The volume of the market for healthy food products 2017-2021 in Russia will have an average annual growth rate of 0.9%.

Expand

Tables

Tables:

Table 1. Volume of the market for healthy food products by segments in Russia, mln. Rub.

Table 2. Growth rate of the healthy food market by segments in Russia in value terms,%.

Table 3. Volume of the market for healthy food products by category in Russia, mln. Rub.

Table 4. Growth rate of the market of healthy food products by category in Russia in value terms,%.

Table 5. Distribution of healthy food products by trade format in Russia in value terms,%.

Table 6. Shares of manufacturers in the volume of the market for healthy food products in Russia,% of the value of the market.

Table 7. Shares of brands in the volume of the market for healthy food products in Russia,% of the value of the market.

Table 8. Forecast of the volume of the healthy food market by segments in Russia, mln. Rub.

Table 9. Forecast of growth rates of the market for healthy food products by segments in Russia in 2017-2021 in value terms,%.

Table 10. Forecast of the volume of the market of healthy food products by category in Russia, mln. Rub.

Table 11. Forecast of the growth rate of the market for healthy food products by type in Russia in 2017-2021. in value terms,%.

Diagrams:

Diagram 1. Volume and growth rates of the healthy food market in Russia, million rubles,%.

Diagram 2. Shares of segments in the total volume of the market for healthy food products in Russia,% of the value of the market.

Diagram 3. Volume of segments of the market of healthy food products in Russia, mln. Rub.

Diagram 6. Volume and growth rates of the "Better for You (BFY)" market segment, mln rubles,%.

Diagram 7. Volume and growth rates of the “Fortified / Functional (FF)” market segment, million rubles,%.

Diagram 8. Volume and growth rates of the “Free from” market segment, million rubles,%.

Diagram 9. Volume and growth rates of the Naturally Healthy (NH) market segment, mln rubles,%.

Diagram 10. Volume and growth rates of the “Organic” market segment, million rubles,%.

Diagram 11. Volume and growth rates of the “Drinks” market category, mln rubles,%.

Diagram 12. Volume and growth rates of the “Packaged food” market type, mln rubles,%.

Diagram 13. Shares of manufacturers in the volume of the market for healthy food products in Russia in 2016,% of the value of the market.

Chart 14. Shares of brands in the volume of the market for healthy food in Russia in 2016,% of the value of the market.

Diagram 15. Forecast of the volume and growth rates of the market for healthy food products in Russia, million rubles,%.

Diagram 16. Forecast of the market volume of healthy food products by segments in Russia, mln. Rub.

Diagram 17. Forecast of the market volume of healthy food products by category in Russia, mln. Rub.

How foreign capital seized the Russian food market.

Highly productive agriculture has long had nothing to do with pastoral houses in the countryside and villages where caring farmers grow products for citizens eager to dine on organic products.

Crop production is the kingdom of mechanization: without a tractor with attachments, a farmer becomes a neobrakom. Livestock farming has become the world of victorious "fascism" for animals, where the rate of increase in live weight, maximum milk yield and egg production are in the first place.

However, grains, meat, eggs and milk are only the beginning of the food chain, a basis, the profit from which cannot be compared with the income from the production of prepared food.

But the laws of the market are universal and cross-border: the small loses to the big, the strong absorbs the weak, and markets are almost never in the embryonic state of free competition. Capital is always concentrated, giving rise first to oligopolies, and then to monopolies.

The global food market has long been the domain of oligopolies - the strongest transnational corporations that have divided markets and countries. And Russia is no exception.

And in this text, we will talk about how transnational food capital, without a single shot and warning from the Federal Antimonopoly Service, capitulated to the food giants.

Food giants

The United States can be called the cradle of food corporations in our usual sense: it is there that 8 of the 10 largest transnational corporations are quartered, which first captured the American and then the world food market.

And the dominance of The Coca-Cola Company or Pepsi is caused not so much by the fact that they come to many countries with American soldiers, so much by the fact that the state created completely greenhouse conditions for these corporations in the United States.

The state, having reduced its role to the function of a night watchman, allowed capital to concentrate in such volumes when the authorities were already powerless: managers migrate from the seats of the board of directors of corporations to the offices of officials, where they continue to protect the interests of their former employers.

In general terms, the relationship between the state, society and capital is described in the documentary "Food Corporation".

For convenience, the key food producers in the world with brief information about their specialization and data on revenue are collected in a table.

Key food TNCs
Corporation and country	Year of foundation	Revenue in 2017	Activities
Producers of soda, water, juice and dairy products
The Coca-Cola Company (USA)		$ 35.4 billion	Owns 5 of the 6 best-selling global soft drink brands - Coca-Cola, Diet Coke, Fanta, Schweppes and Sprite.
PepsiCo(USA)		$ 10.59 billion	PepsiCo is the second largest food and beverage manufacturer in the world.
Danone(France)		24.67 billion euros	In 2015, 50% of sales were dairy products, 22% - baby food, 21% - mineral water, 7% - medical food.
Breakfast cereals and cereals
General mills(USA)		$ 15.6 billion	Diversified its business and during the Cold War produced nuclear weapons and equipment for the fleet.
Kellogg(USA)		$ 14.7 billion (2013)	Plants in 17 countries of the world, products are sold in 180 countries.
Coffee, tea, groceries, confectionery and pet food
		$ 35 billion			8.85 billion euros	It owns more than 400 brands of both household chemicals and the food industry.
Bonduelle (France)		2.28 billion euros	In 2015, the company had 43 factories in 11 countries. Controls a third european market canned vegetables and 11% of the frozen vegetables market.
Oilseeds, grains and components for the food industry
Associated British Foods (Britannia)		$ 21.8 billion	The world's second largest producer of sugar and baker's yeast, one of the main suppliers of emulsifiers, enzymes and lactose.
		$ 100.6 billion	One of the largest private food corporations in the world.
Beer
Anheuser- BuschInBev (Belgium)	2008 (merger of Anheuser-Busch and InBev)	$ 56.4 billion	Over 140 beer factories and 13 soft drinks factories. Controls a third of the global beer market after merging with SABMiller in 2015.
Heineken (Holland)		$ 19.257 billion (2014)	The second largest brewery in the world with 115 breweries in 65 countries. Produces over 170 international and local brands of beer.
Carlsberg (Holland)		$ 9.528 billion (2014)	Owns 140 brands in 100 countries around the world.

Thirdly, they have huge lobbying resources. It would be more correct to say that food TNCs themselves write the conditions for doing business instead of the state. For example, if the UK introduced a sugar tax (a tax on soda), attempts by the City Council of Santa Fe, New Mexico to impose an additional tax on soda producers ended up with soda and fast food producers demanding Congress to deprive local authorities of the relevant regulatory powers.

Fourthly, they are able to shape and radically influence the eating habits of Americans.

The trend towards healthy eating and the rejection of fast food will not destroy food corporations - they will lead these movements when they realize that it is impossible to maintain the existing food order. TNK Kellogg, for example, began opening breakfast clubs in British schools back in 2000, where it taught children healthy nutrition.

Pay attention to the idyll in the video and how Australian children from an early age get used to eating the main products of the corporation for breakfast- breakfast cereals, considering it a healthy diet. By the way, such events are attended by the children of those parentswho cannot provide their child with regular breakfasts .

In the same years, virtually all other transnational food giants entered the Russian market. But some of them for a long time did not dare to invest in the development of their business. Apparently, it was the poverty of the Russian population.

In parallel, the process of privatization of food enterprises by Russian capital took place. This is how the Russian juice giants Multon, Nidan, Lebedyansky and the dairy titanium Unimilk emerged.

Neither Russian business nor food TNCs needed to build factories - there was more than enough of everything.

Closer to the 2000s, PepsiCo and the Coca-Cola Company are experiencing a growth crisis: traditional markets are saturated, and the growth of capitalization and profits is hitting the ceiling. Managers of corporations decide to master a new juice market for themselves, but corporations expanded on the Russian market a little later. For PepsiCo, the expansion was very successful: in the juice market, the corporation's share grew from 1.7% to over 30%. Things were the same for all other corporations: their assets grew.

Thus, the expansion of TNCs was carried out according to two scenarios:

1. Construction of own enterprises in the event that there were no factories suitable for purchase in Russia;

2. Acquisition of Russian holdings and companies that previously consolidated separate assets.

Most of the mergers and acquisitions took place in 2005-2010, when it seemed that the Russian economy had no limits to growth, and the welfare of the population would increase.

Assets and activities of food TNCs in the Russian market
Corporation	Activities in Russia
The Coca-Cola Company (USA)	16 factories in Russia. The mass import of products began in 1989. The first representative office opened in 1991, in 1992 it buys two factories in Stavropol and Volgograd, in 1994 it opens a new plant in Moscow. By 2001, it already owns 11 factories in Russia. In 2005, for $ 0.5 billion, he buys the second largest juice producer in Russia - Multon company (a quarter of the juice market, and the plant in Shchelkovo is the largest in Europe). In 2007, it buys the plant AquaVisionfor $ 191 million together with the botaniQ brand. In 2010, for $ 276 million, it absorbs the Nidan juice company (then 13% of the juice market).
Danone(France)	In 1992 it entered the Russian market. By 2010, she owned two factories in Russia ... In 2010 it merged with the Russian "Unimilk". Unimilk-Danone in 2010 controlled 21% of the Russian dairy market in Russia and the CIS (at the time of the transaction, Unimilk had 34 plants in Russia, Ukraine and Belarus)... In 2016, Danone increases its share in the joint business to 92.5%, and in 2015 the company's turnover in the Russian Federation exceeded 100 billion rubles. From 2010 to 2017, Danone invested $ 700 million in Russia. Owns 26 factories in Russia, two in Belarus and three in Ukraine.
General mills(USA)	There are no production facilities in Russia. It sells Green Giant canned food imported from the USA, Häagen-Dazs ice cream, Nature Valley bars and muesli. Practically not represented in Russia.
Kellogg(USA)	Since 2008, he owns United Bakers (Voronezh), which produces crackers and breakfast cereals. Kellogg owns six factories in Russia through United Bakers and in 2007 controlled 38% of the Russian crackers market, 7.5% of cookies, 23.5% of extrusion finished products, 90% of semi-finished products for the confectionery industry.
	In 1993 she opened the first representative office, and in 1996 - the first confectionery factory in Stupino. In 2008, following the acquisition of Wrigley by Mars, the Russian brand A.KORKUNOV became part of Mars Chocolate. Mars currently has 9 factories in Russia for the production of pet food, chocolate, chewing gum and confectionery in four different regions of Russia.
Mondelez International(USA)	In 2014, she owned chocolate factories in Pokrov ( produces a third of Russian chocolate) and Chudnovo, the Bolshevik factory in Sobinka (moved from Moscow), a chewing gum and candy factory in Veliky Novgorod, a coffee plant near St. Petersburg (one of four largest factories in the world for the production of freeze-dried coffee), as well as a multi-category plant near Novosibirsk.
Kraft Heinz Company (USA)	Kraft had a representative office in Russia in 1994, and Heinz in 1993. In 2015, Kraft and Heinz merged, but before that, confectionery production was separated from Kraft into a separate company Mondelez International. KraftHeinz owns a plant in the Stavropol Territory for the production of cereals, the Ivanovo baby food plant and the Petrosoyuz food group (8 plants in Russia, Ukraine and Uzbekistan).
Nestlé(Switzerland)	She opened a representative office in 1995. Owns the Rossiya chocolate factory (Samara), an ice cream factory in Zhukovsky (Moscow region), a Maggi factory in the Vladimir region, a Kamskaya confectionery factory (Perm), a coffee factory in the Krasnodar Territory, a Bystrov factory in Vologda, a feed factory for pets price Kaluga region. In Ukraine it produces cold sauces on the basis of Volynholding under the Torchin brand and instant noodles “Mivina”, confectionery at the Lviv confectionery factory “Svitoch”.
Ferrero SpA	She opened a representative office in 1995. The first factory was opened in 2009 in the Vladimir region, where it produces Kinder Chocolate, Raffaello, Nutella and Kinder Surprise.
PepsiCo(USA)	In 1992, she began supplying Lays chips, in 1995 she created the AquaMinerale brand. The first plant was opened in 1997 in Samara (and until 2008 occupied 1.7% of the Russian juice market), then a snack plant in Kashira. In 2008, it bought Lebedyansky, the largest juice producer in Russia (in the early 2000s, it was ranked 6th in the world in juice production, the deal amounted to $ 1.4 billion), and in Ukraine it acquired the juice giant Sandora (2007), in 2011 for 3.8 billion dollars acquired the giant "milk" and juices company "Wimm-Bill-Dann" ( 27% of the juice market in 2005). In 2015, the share of Russia in the company's revenue was 4%. It controls over 34.5% of the juice market in Russia, about 20% of the market for non-alcoholic beverages, and 9.9% of the market for milk and dairy products.
Unilever(England and Holland)	She opened a representative office in 1992 and until 1994 imported household chemicals, then localized production. In 1998, she bought the Moscow Margarine Plant. In 2000, she acquired a plant in Tula, in 2002 she opened a tea packing factory in St. Petersburg, in 2008 - the Inmarko company (ice cream, frozen vegetables and convenience foods), and in 2009 she bought Baltimore. In total, it owns 8 factories (food processing and household chemicals). In 2014, it controlled 17% of the tea market in Russia.
	During 2004-2005, the company acquired grain elevators in the Krasnodar Territory and Voronezh region, as well as a grain terminal in Rostov-on-Don, and in 2008 opened an oil extraction plant in the Voronezh region. In 2014, it controlled 10.4% of the Russian bottled oil market (sunflower and olive).
	In Ukraine, it owns 94% of the shares of the Dnepropetrovsk Oil Extraction Plant (DMEZ), the largest producer of refined sunflower oil in Ukraine, and elevators in 4 regions of the country. Owns the Efremovsky glucose and syrup plant (Tula region), elevators in the Krasnodar Territory and a port terminal in Rostov-on-Don. Builds in Efremov a plant for the production of starch products, a malt house and an oil extraction plant with a total value of $ 160 million. In Ukraine, it owns an oil extraction plant in the Kherson region and six grain elevators: Korystovsky HPP, Kutsevsky HPP, Stepovoy elevator, Khashchevatsky elevator, Konstantinovsky elevator, Balakleysky elevator.
Bonduelle (France)	She opened a representative office in 1995, and in 2004 - a plant in the Krasnodar Territory (in 2014 it produced 49% of canned peas in Russia and 46% of the market for canned vegetables). Russia provides the company with a third of the revenue outside the EU.
SUN InBev Russiadaughter Anheuser-Busch InBev (Belgium)	In Russia since 1999, it owns breweries in seven cities (Klin, Volzhsky, Omsk, Perm, Saransk, Ivanovo and Angarsk). Over 5.5 thousand employees. Controls 19% of the Russian beer market. In Ukraine, he controls breweries in the Chernigov, Kharkov and Nikolaev regions.
Anadolu Efes (Turkey and Holland)	In 2017, it merged into a holding with the Russian subsidiary of the Turkish company Anadolu Efes (6 breweries in Russia, one each in Kazakhstan, Georgia and Moldova). By mid-2017, Efes controlled 15% of the Russian beer market.
Carlsberg	In May 2008, it acquired the Baltika Brewing Concern. Controls 32.2% of the Russian market.
Heineken (Holland)	In Russia since 2002, he has owned seven breweries: Heineken Brewery (St. Petersburg), Siberian Heineken Brewery (Novosibirsk), Shikhan (Sterlitamak), Volga (Nizhny Novgorod), Patra (Yekaterinburg) ), "Baikal" (Irkutsk), "Amur-pivo" (Khabarovsk). Controls 12% of the beer market.

Thus, by 2017, food corporations control in Russia:

· SUN InBev and Efes - at least 34% of beer production in Russia. Carlsberg controls another 32.2% of the Russian market, and Heineken controls 12% of the market;

Bunge - about 10% of production vegetable oils;

· PepsiCo - over 34.5% of the juice market, about 20% of the soft drinks market, as well as 9.9% of the milk and dairy products market, 7.6% of the baby food market;

Coca-Cola - 30% of the juice market;

TNK brands on the Russian market
Corporation	Brands
Coca-Cola Сompany	Coca-Cola, Fanta, Sprite, Powerade, Nestea, Schweppes, Pulpy, Rich, Nico, BonAqua, Burn, Gladiator, Yes!, My Family, Mug and Barrel, Kind, Frukttime.
	"Prostokvashino", "Activia", Actimel, "Rastishka", "Danissimo", Danone, "Biobalance", "Aktual", "Smeshariki", "Tema", Nutrilon cereals, milk mixtures and cereals "Malyutka", milk mixtures " Kid ”, Evian, Volvic and Badoit waters.
	There are no production facilities in Russia. It sells Green Giant canned food imported from the USA, Häagen-Dazs ice cream, Nature Valley bars and muesli.
	"Lyubyatovo", "Yantar", "Udivlyandiya", "Fantex".
	M & M's, Snickers, Mars, Dove, Milky Way, Skittles, Twix, Bounty, Celebrations, Starburst (candy), Rondo, Tunes, Pedigree, Whiskas, Kitekat, Chappi, Sheba, Cesar, Perfect Fit, Royal Canin, Uncle Ben 's, Dolmio, Juicy Fruit, Spearmint, A. Korkunov and Buckwood.
Mondelez International	Alpen Gold, Milka, Vozdushny, Toblerone, Chudniy Vecher and Cote d'Or chocolates, Carte Noire coffee, Jacobs and Maxwell House, Estrella potato chips.
Kraft Heinz Company	Baby food "Clever", "Picador", "My Family", "Dream of the Hostess", "Village Soft", HP, Lea & Perrins, "Wochester".
	Nescafé, KitKat, Nesquik, Extrem, Russia - a generous soul, Bon Pari, Nuts, Golden Mark, Maggi, Perrier, Friskies, Felix, Purina ONE, Gourmet, Darling
	Kinder Chocolate, Raffaello, Nutella and Kinder Surprise.
	Pepsi, 7up, Mountain Dew, Mirinda, Aqua Minerale, Russkiy Dar, Ya, J-7 Tonus, Fruit Orchard, Tropicana, Frustyle, Lay's, Cheetos, Xpycteam, Adrenaline Rush, House in the Village, Agusha, Bio Max, Imunele, Zdrivery, Merry Milkman, Miracle, Chudo-Yagoda, Essentuki, Lambert, 100% Gold, Rodniki Rossii, Lyubimy Sad, Frugurt, 33 cows, Profilakt12080, Granfor "," Kuban cow "
	Lipton, Brooke Bond, Beseda, Calvé, Crème Bonjour, Rama, Pyshka, Knorr, Baltimore (ketchup, tomato paste, mayonnaise, sauces, mustard, vinegar), Inmarko (ice cream line).
	Sunflower oil "Oleina", IDEAL and "Maslenitsa", "Rozumnitsya", Primoliva
Anheuser-Busch InBev	Beer BUD, Klinskoe, Sibirskaya Korona, Stella Artois, Lowenbrau, Brahma, Staropramen, Tinkoff Avtorskoe, Hoegaarden, Tolstyak and Bagbier. In Ukraine - "Chernigivske", "Rogan", "Yantar", Stella Artois, Beck's, Staropramen.

For example, in Ukraine and Belarus, Mars has no factories - it is more profitable for the corporation to import products from Russia.

First, the concentration of capital continues. Similar processes have taken place before. So, in Moscow, the number of bakeries from 1879 to 1902 decreased from 365 to 267 (by 27%). But the average number of workers per bakery rose from 6.4 to 25.9. Six large firms in 1905 covered more than half of all bread baking in Moscow. The largest was Filippov's firm. In the confectionery industry, 2% of all eligible factories produced 23% of the total number of confectionery products. 8 large tobacco factories produced over 50% of all tobacco products. The salt business was in fact in the hands of a syndicate known as the Ocean. He concentrated 50% of all salt production at Lake Baskunchak (Astrakhan region).

Large allied food manufacturers
Company	Activity profile
OST(RF)	It produces alcoholic beverages (LLC Chernogolovsky alcoholic beverage plant "OST-Alko"), soft drinks ("OST-Aqua"), glass containers ("OST-Tara"), has a development business ("OST-Stroy"). Domestic competitor of PepsiCo and Coca-Cola. Brands "Drinks from Chernogolovka", "Chernogolovskaya", Tisana, alcoholic drinks "Bogorodskaya", "Stolnaya", "Shustov", low-alcohol cocktails "Jet" and Vintage
"United Confectioners"(RF)	The largest Russian manufacturer of chocolate and confectionery. Owns factories and brands "Red October", "Babaevsky", "Rot Front" and about a dozen more confectionery factories. CompetitorMondelez, Nestlé andMars.
"Sady Pridonya"(RF)	One of the few Russian producers of unrecovered juices and baby food. Domestic competitorPepsiCoandCoca-Cola.
KDV group(RF)	Russian food holding specializing in the production of snacks and confectionery. Controls the brands Kirieshki, Kompashki, Babkiny Semechki, Yashkino, Beerka, Barents, Bondi, Mini Free, Chipsons, Khrustyuschiy Potato, Ozerskiy Souvenir. CompetitorMondelez, Nestlé andMars.
Matsesta Tea Factory (RF), Azerchay (Azerbaijan)	Domestic tea producers. Competitors Lipton manufactured by Unilever.
"Santa Bremor"(RB)	Belarusian-German joint venture, the largest food manufacturer in the Republic of Belarus. The company's brand portfolio includes more than ten brands.
"Grandma's Krynka"(RB)	It produces more than 250 types of dairy products under three Russian-language brands: "Babushkina Krynka", "Veselye grandchildren", "Energy of Life". CompetitorsDanone.
"Savushkin Product" (RB)	Leader of the dairy industry in the Republic of Belarus. CompetitorsDanone.

It should be noted that in the regions of Russia there are enough local competitors of corporations, in particular in the segment of dairy products and confectionery.

Secondly, new food, as a rule, small or medium-sized food production, however, they cannot significantly change the situation on the food market. For corporations, for example, McDonald's, it is more convenient and cheaper to buy ketchups and sauces from the Russian factories of Kraft Heinz than from small Russian producers.

However, if at the endXIX for centuries, transnational food corporations were weak and were just beginning the process of their expansion, the consequences of which were felt primarily by the countries of Africa and Latin America, then in XX century, TNCs were able to colonize almost the entire world, turning states into parts of global production chains.

If equatorial Africa for Nestlé is a supplier of extremely cheap cocoa beans, often obtained through the exploitation of child labor, then Russia is a sales market for chocolate, providing a profit for the parent company and savings due to inexpensive work forceas well as an outpost for further expansion. For food TNCs, it is not consumers that are important, but the growth of exchange quotations and shareholder dividends.

At the same time, corporations themselves have repeatedly turned out to be the culprits of various food scandals caused by both violations in the food production process and food "segregation", when in the course of practical experiments and laboratory studies it became clear that even in the European Union the same brands of products produced by food TNCs differ significantly in composition and quality depending on the country of manufacture.

For example, Nutella for Eastern Europe contained more palm oil than for the western part of the subcontinent, and tea bags for Czechs were of inferior quality than for Austrians. This approach is caused not so much by differences in legislative regulation (it is approximately the same in the EU), as by the desire of food TNCs to maximize profits, justifying the different composition by the fact that food is cheaper in Eastern Europe.

By the way, TNK has room for expansion in the Russian market, as the directors of corporations speak openly about.

“In Russia, according to various estimates, there are about 29 million cats and 17 million dogs, that is, almost every second household has pets, while only half of the diet of cats in our country is prepared food. In dogs, the share of ready-made rations in the diet is just over 10%. The growth potential of the category of industrially prepared food is twice in cats and 10 times in dogs, ”sayshead of Mars in Russia Valery Shchapov .

Thus, Russia itself was colonized by transnational food capital, which:

1. Concentrated production without hindrance;

2. Has a great influence on pricing - despite the high degree of localization of production, in Russia at the beginning of 2015, Unilever, Kimberly-Clark and Procter & Gamble almost simultaneously increased their prices, justifying their decision by the devaluation of the ruble;

3. Can open and close factories, regulating working conditions (you can read about how employees of Sun InBev breweries "love" their employer) and the degree of exploitation. The larger the production and the higher the share of foreign capital in it, the more difficult it is to force its management to comply with the legal requirements;

4. Destroyed many industries and brands of food products, which often makes it impossible for any significant competitors to appear on the national market and the emergence of food brands recognizable outside of Russia.

Corporations integrate their Russian enterprises into their production and logistics chains. For example, having bought Nidan Juices, Coca-Cola, on the one hand, solved the company's problems with purchasing juice concentrate, including it in its raw material chains, on the other hand, made its management extremely dependent on the will of foreign managers and their decisions.

In fact, foreign capital through its production capacities gets a powerful leverage both on the Russian economy (the closure of factories during a crisis can cause nothing but anger among the population) and on politicians.

While it is difficult to imagine a one-time shutdown of the factories of one of the corporations, pursuing political goals. But a few years ago, it was hard to imagine that Oleg Deripaska's Rusal aluminum empire could collapse after being included in the US sanctions list. Fantastic ideas about the nationalization of the assets of American companies in Russia (seen as the latest non-military response to US sanctions and other hostile actions) will lead, for example, to the collapse of the market for juices, confectionery and animal feed - the Russian production facilities of TNCs are embedded in global commodity chains, to break which corporations will not be difficult.

Without large-scale food import substitution, which, for example, is being carried out by Belarus, where they have learned to produce their own tequila, Sambuca liqueur and dozens of other goods (although not everything can be successfully substituted for import), the Russian food industry will continue to be a financial appendage of transnational corporations.

The current one in Russia is frankly outdated, since, unlike the Belarusian Doctrine of National Food Security until 2030, it does not take into account the threat of concentration and monopolization of production and export of agricultural products, raw materials and food economically developed countries and strengthening their dominance in the world market.

Corporation "Food" / Food, Inc. (Robert Kenner)

Kellogg's Breakfast Club

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Food market. Rosstat named the most popular products among Russians.

Most Russians do not leave the store without chicken and rice, writes about these data of Rosstat Rossiyskaya Gazeta.

Rosstat has calculated the most popular products that Russians buy

Of the total number of those who purchased last year in stores or markets meat, 67.6 percent chose poultry. In second place is pork, which was bought by 17 percent of Russians, in third - beef (6 percent).

In a group meat products the leader was boiled sausage, which was preferred by 24.2 percent of buyers. The share of those who bought sausages and wieners was 18.4 percent in this group, semi-finished meat products - 18, smoked meats - 12.4 percent.

Fish and seafood most of all were sold canned food (27.2 percent), salted, pickled and smoked fish (22 percent). The share of those who bought live and chilled fish amounted to 9.1 percent, caviar - 9 percent.

From animal oils most of all bought peasant (43.5 percent), from vegetable oil - sunflower seeds (78.7 percent).

In the group of dairy products fat cheese is the leader in sales - it was chosen by 23.8 percent of visitors to shops and markets. Next come milk (22.8 percent), sour milk (20.3) and cottage cheese (11.1).

The best selling groatsit was rice, which was preferred by 33.1 percent of buyers. In second place in this group is buckwheat (25.1 percent), in third - pearl barley and oatmeal (6.7 percent).

It is worth noting that Rosstat did not notice any sharp changes in the taste preferences of Russians in comparison with 2014. The biggest change in the sales structure concerns the vegetable oils group: if earlier there were 14 percent of olive oil fans, now only 11. Three percent of consumers switched to sunflower oil.

Such data are contained in the latest report on the socio-economic situation in Russia, published on the official website of Rosstat.

As “Rossiyskaya Gazeta” has already reported, vodka became the most popular alcoholic drink among Russians in the first quarter of 2016, 40 percent of buyers preferred it. In second place is beer (38 percent), in third - wine (10 percent).

Since the beginning of the year, prices for goods and services have increased by 2.1 percent. Most of all, vegetables, sugar and tobacco products rose in price, as well as preschool education services.

Food market