Anastasia Jafarova: sales in rubles as an indicator of FMGG consumption decreased by 3.9%
- The perioicity of purchases decreased by 0.3%, Russian families are less likely to buy products at retail. The amount of the receit in rubles decreased by 3.7%, - said the representative of Gfk
The expert noted that loyalty to the brand and product fell, and the number of SKUs increased.
- There is a fierce struggle for the buyer. The presence of a wide range of products plays a huge role in the development of business, – said Ms. Jafarova.
The cost of the dairy category, according to the expert, remained stable.
- The greatest reduction in the cost of dairy products is caused by an increase in the average price with a decrease in the volume of one-time purchase. Sales in rubles have decreased by 1.4%. The growth of sales in the category is promoted by promo, but the negative dynamics of goods without promo outweighs its positive effect. I would like to note that the promo stimulates consumption, but not only this has an impact on the change, – commented Anastasia Jafarova.
Anastasia Jafarova stressed that in 2018, the segment of dairy drinks with vegetable base increased 4 times in physical volumes.
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