Sweet Spreads in Russia

PROSPECTS

Branding set to become more important in honey

Honey is a highly fragmented category with a huge number of small manufacturers. Unbranded products dominate the category, and – on the other side – the same brand name can be used by different producers.

New lower-priced options puts pressure on Nutella

In chocolate spreads a growing number of brands and products are being offered in the economy and mid-lower price segments, with these primarily being private label products. To remain competitive in such an environment, leading player Ferrero Russia ZAO introduced its Let’s Talk about Quality initiative which places an emphasis on educating consumers about the quality of its ingredients, with it looking to justify the relatively high price of its Nutella brand.

Local players enter the market driving growth of nut and seed based spreads

Nut and seed based spreads is by far the smallest category of sweet spreads, with sales accounted for mainly by peanut butter. Before 2014, imported brands – mainly American ones – prevailed in the category.

COMPETITIVE LANDSCAPE

Mr Ricco attracts consumers with new and interesting range of jams and preserves

In 2018, Nefis BioProdukt AO entered jams and preserves with its premium Mr Ricco brand. In 2019, in addition to products made from berries, the company launched its new Mr Ricco Natural Mix range in line with the modern food pairing trend.

Players introduce new and interesting flavour combinations

The food pairing trend was also followed by Essen Production AG ZAO which remained the leading player in jams and preserves in 2019. The company offers such combinations as Kiwi and Mint, and Lemon and Ginger under its leading Maheev brand.

New novelties seen in chocolate spreads

In chocolate spreads, following the trend initiated by Ferrero Russia ZAO’s Nutella brand, Konfitreid OOO launched chocolate spreads with bread sticks and with biscuits. The same manufacturer also launched two new product types in 2019 which are completely new for the category: Chocolate spreads in a stick format with popping candy and chocolate spreads in an egg format with a free toy.

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