Better For You Packaged Food in Russia

PROSPECTS

BFY packaged food set to slowdown over the forecast period

BFY reduced sugar is the largest category in value terms, accounting for over half of the overall category’s value sales. Nevertheless, this category is small in volume terms.

BFY reduced fat set to experience moderate forecast period growth

BFY reduced fat is mainly represented by two categories: reduced fat dairy and reduced fat sauces, dressings and condiments. Over the forecast period, reduced fat dairy is expected to stagnate in value terms as Russians are more interested in full-fat dairy products, which are perceived as being more natural than reduced fat alternatives.

Reduced fat cheese expected to remain a cornerstone in reduced fat dairy

While reduced fat yoghurt generated the highest current retail value growth in 2018 within reduced fat dairy, the category is saturated. As such reduced fat cheese is likely to be this category’s main growth engine supported by growing cheese production in Russia, which will increase the number of cheese varieties available on retailers’ shelves.

COMPETITIVE LANDSCAPE

Wrigley sustains its lead in better for you packaged food

Wrigley has been a clear leader in BFY packaged food over a number of years, due to its strong position in BFY reduced sugar. Its Orbit, 5 and Eclipse brands in sugar-free gum are popular in Russia and are expected to maintain strong positions in BFY reduced sugar.

Reduced sugar chocolate confectionery and reduced sugar sweet biscuits set to achieve solid growth

In 2018, both reduced sugar chocolate confectionery and reduced sugar sweet biscuits were small categories. However, new brands have been launched, such as Obyedinennye Konditery’s Eco-Botanica brand, which is positioned as being a fully natural sugar free product, both in chocolate confectionery and sweet biscuits.

Wimm-Bill-Dann Produkty Pitania brand leads BFY reduced fat

Wimm-Bill-Dann Produkty Pitania offers products in a number of reduced fat dairy categories including butter and spreads, cheese, cream, yoghurt and fromage frais and quark. It is followed by Danone Russia and Lactalis Vostok some distance behind.

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