Sergey Ovodkov: every dairy company focuses on its target audience

According to the representative of the company, each dairy company produces products based on the analysis of its target audience.

‘The needs of customers today are almost unchanged. Our customers have certain established preferences for both products and brands, but these changes mainly concern such a consumer group as the younger generation: it changes its tastes and preferences much more often than older people. Accordingly, each company focuses on its audience, for which the product is intended,’ Sergey Ovodkov shared his opinion with The DairyNews.

The head of the company said that the market analysis is carried out using one of the simplest and most numerous methods, namely, monitoring products: their quantity, place on the shelves, as well as the frequency and complexity of their sales. From the data obtained on sales of dairy products, we can conclude that the stability in sales is mainly held by classic products: cottage cheese, sour cream, milk, kefir - delicious, healthy, natural products that will always be in demand among the population.

Other secondary products, such as various types of yoghurts, milkshakes or milk-containing products are purchased in a decent amount, but are produced in smaller quantities than essential products.

Regarding the future forecast for changes in consumer behavior, the Deputy General Director of JSC Kalininskoe told The DairyNews: ‘In the near future, we should not expect any special changes in consumer behavior, as it itself is gradually changing from year to year. For example, as practice shows, today such a product as crumbly cottage cheese is in particularly good demand, although three years ago or more it was not so active in retail chains and, accordingly, was sold in smaller volumes.’

Earlier, Director of the Dairy Intelligence Agency (DIA) Mikhail Mishchenko during his speech at the conference “How to build a factory?” he spoke about the situation and current trends in the dairy market. In his report, the analyst mentioned one of the main problems – the lack of understanding of consumer needs by Russian dairy producers. He also noted that by 2030, the dairy industry can turn into an industry of ingredients.

Also, the Deputy General Director of JSC Kalininskoe said that one of the most current market trends will be the addition of new dairy products and yoghurts of various formats, but these new products will not be purchased as well as milk or cottage cheese.

‘Plant products will take over part of the buyers of dairy products. It attracts consumers due to the novelty of its brand and taste. How well these new products will take root in the market depends on how this product is positioned, as much depends on advertising,’ said Sergey Ovodkov.

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