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CIGARETTE MARKET 2008
RUSSIA
ALLIANCE MAJOR
SOUTH FEDERAL DISTRICT
research by
GENERAL MARKET
PERFORMANCERUSSIA
CONSUMER BASE*
MALE
FEMALE
31%31%
6565%%
MALE & FEMALE
46%46%
* data of Rospotrebnadzor, early 2008
early start of
consumption*
80% of men
and 50% of women started to smoke
before they were 18
* data of Rospotrebnadzor, early 2008
RUSSIAN CIGARETTE MARKET
MATURE
growing in value faster than in
volume
SATURATED
showing distinct overproduction
KEY MARKET TRENDS
2008
SLOW-DOWN of INCOME GROWTHdriven by global financial crisis
- slower uptrade (young
consumers) or even downtrade (elder
consumers)
- reducing consumption frequency/volume
WHO FCTC accessioned by Russia in 2008
- heavier control over advertising and sales
- higher excises
- training of anti-smoking public opinion
HEALTH & WELLNESS
getting increasingly popular in Russia
- increasingly high popularity of super light offerings
especially among young female consumers
- amplified impact of anti-tobacco social programs
- alleviating of smoking takeup influence factors such as peer pressure, parental smoking and advertising
HOWEVER, IMPORTANT PSYCHOLOGICAL ASPECTS of
SMOKING- anti-stress
- indulging
make it a lasting habit hard to quit
CONSUMER PREFERENCES
in South Federal Districtof Russia
THE REVIEW IS BASED ON
PURCHASE REGISTER*
wave 1held in MARCH 2008
covered CONVENIENCE RETAIL(kiosks, independent stores, etc)
wave 2held in AUGUST 2008
covered RETAIL CHAINS(supermarkets)
* representative sample; details on sample size, geography and register methodology available on request
male59% female
41%
GENDER / AGE*
0%
20%
40%
60%
80%
100%16
-20
21-2
5
26-3
0
31-3
5
36-4
0
41-4
5
46-5
0
51-5
5
56-6
0
61-6
5
66-7
0
71-7
5
over
75
age groups
male female
* total sample wave 1; deviations in wave 2 insignificant
AGE GROUPS*
* total sample wave 1; deviations in wave 2 insignificant
0% 3% 6% 9% 12% 15%
over 75
71-75
66-70
61-65
56-60
51-55
46-50
41-45
36-40
31-35
26-30
21-25
16-20
age g
roups
CIGARETTE TYPES*
* total sample wave 1; deviations in wave 2 insignificant
0%
20%
40%
60%
80%
100%16
-20
21-2
5
26-3
0
31-3
5
36-4
0
41-4
5
46-5
0
51-5
5
56-6
0
61-6
5
66-7
0
71-7
5
over
75
age groups
super lights lights full flavor
lights26%
super lights46%
full flavor28%
CIGARETTE TYPES*
* wave 1; deviations in wave 2 insignificant
male smokers
full flavor33%
super lights38%
lights29%
female smokers
lights22%
super lights56%
full flavor22%
PRICE CATEGORIES
convenience retail
above premium
22%
value19%
medium32%
low filter5%
non filter2%
premium20%
supermarket chains
value10%
above premium
33%
premium20%
non filter0,4%
low filter2%
medium35%
PRICE CATEGORIES*
0% 20% 40% 60% 80% 100%
16-20
21-25
26-30
31-35
36-40
41-45
46-50
51-55
56-60
61-65
66-70
71-75
over 75
age g
roups
non filter low filtervalue mediumpremium above premium
* total sample wave 1; deviations in wave 2 mainly relate to
value and super premium segments however general trend is the same
KEY OPERATORS*
KT&G1%
IT/ Reemtsma3%
Donskoj Tabak5%
BAT28%
Gallaher/ JTI12%
JTI28%
Philip Morris31%
* total sample wave 2; deviations in wave 1 relate to larger shares of Gallaher and Donskoj Tabak with correspondingly smaller shares of Philip Morris, JTI and BAT
12%
8%6% 6% 6% 5% 5% 5%
3% 3% 2% 2% 2% 2% 2% 1% 1%
9%
21%
0%
5%
10%
15%
20%
25%
Win
ston
Kent
Parl
iam
ent
Marl
boro
Vogue
Chest
erfi
eld
Vir
gin
ia
Pall M
all
Bond
Allia
nce
Gla
mour
Donsk
oj Tabak
Mura
tti
LD
LM
Zolo
taja
Java
21 V
ek
Russ
kij S
til
oth
er
(17 b
rands)
KEY BRANDS*
* total sample wave 2; deviations in wave 1 relate to smaller shares of above premium, premium and some medium brands (mainly Winston) with respectively larger shares of value, low filter and most of medium brands
CHANGE OF CONSUMPTION PATTERN
earlier smoking startup;even gender distribution of
young consumer base (under 30) while in senior age groups male smokers increasingly dominate;
higher popularity of super light and light cigarettes of above premium, premium and medium price categories among young consumers (under 40).
please contact
ALLIANCE MAJORat
[email protected] www.allianc.ru
CREDITSall wonderful pictures are taken from
Flickr.com great thanks to artists and their models
FOR MORE DETAILS ON THIS RESEARCH PROJECT
