Growth of popularity and possible problems
Despite the overall slowdown in Russia, the growth rate of grocery retail, the finished food segment continues to grow actively. For April -June, the turnover of this market segment can increase by almost a third. Consumers do not want to waste time on household matters, preferring to buy ready -made food. But demand begins to exceed the supply, as a result, manufacturers of such products cannot provide volumes necessary for retailers.
According to the results of April – June, the turnover of the Russian market for finished food can grow by almost a third (34.1%) year by the year, and piece sales – by 20.1% year by the year, follows from Kommersant’s joint study of the Association of manufacturers and suppliers of finished food (APPGA) and the analytical company NTECH. For comparison: in January -Mart, in monetary terms, the segment grew by 23.1% year by the year.
This trend differs from what is happening in general in the grocery retail market, where growth rates slow down. As Kommersant reported on June 16 With reference to Infoline calculations, the total revenue of the ten largest FMCG networks in the first quarter decreased by 6.8 percentage points per year, to 16.8%, amounting to 2.91 trillion rubles.
The popularity of finished food is associated with the acceleration of the pace of urban life – Russian consumers prefer not to waste time preparing a full -fledged dish, said APPGA President Sergei Belyakov.
The popularity of finished food was influenced by the migration of youth in large cities from parents to live, follows from the study itself.
This trend was reflected in the delivery of products, noted in Kuper.
- As follows from the survey conducted by the company, ready -made dishes are the second largest purchases among consumers, they account for 64% of the service orders.
- Users from 18 to 24 years old equally order both products and ready -made food – 75% in both categories – and do it more often than other age groups, they note in Kuper.
- About 18% of respondents from the company use the delivery, including ready -made food, every day.
Market participants also note the growth of demand for such products. On the network « Lenta » In the first quarter of culinary sales grew by 13% of the year, the company’s press service noted. Ready food remains one of the most dynamically growing categories. In « Magnet » Its sales have increased by more than 40% both in kind and monetary terms. Packed finished food is already in the assortment of almost every second store « At home » « Magnet », and in 3.5 thousand stores it is presented on separate windows. This year, the company plans to open up to 10 thousand corners with finished food in their stores at home.
In the Self -Cat Association service It was reported that in January -March, the demand for the finished food category increased by 18% year by the year. The largest growth was shown by poultry dishes (37%), Onigiri (34%) and sandwiches (by 13%). Commercial director Mr. Food (produces products under Creative Kitchen and Cook Chart brands) Yaroslav Svobodin notes that the demand in the budget segment is reduced and consumers are increasingly inclined to the format of more expensive and premium ready -made dishes close to the restaurant cuisine. More attention is paid to the composition of products and its expiration dates – retailers often refuse products with a long term (from 14 days or more), Mr. Svobodin explains.
But the production capacities for the further rapid development of the segment of the finished food may not be enough, according to Olga Sumishevskaya, partner of the One Story consulting company. In her opinion, this will affect both the quality of products and its price.
To ensure the necessary volumes of products, the networks themselves have now begun to actively develop their own kitchen factories.
But in the regions of Siberia and the Far East, the production of finished food is noticeably behind, said Stanislav Bogdanov, chairman of the Presidium of the Retail Company Association. According to him, to develop this business in these regions, an examination of federal suppliers and uniform clear standards of production quality are needed.
