The consumer of milk
Today there is the overproduction of milk in Russia, says the Director of the Russian Dairy Research Center Mikhail Mishchenko.
According to the RDRC, in 2017 the demand for dairy products amounted to 22.3 million tons, at the same time there were produced 23 million tons of dairy products in terms of milk.
- Compared to 2016, last year there was an increase in milk consumption, - said the Director of the Russian Dairy Research Center Mikhail Mishchenko. - If in 2016 it amounted to 149.7 kg per capita, last year it increased to 152.18 kg.
According to the Russian Dairy Research Center, the leader in milk consumption is Leningrad region and St. Petersburg - there the consumption per capita is 293.2 kg. Kirov region takes the second place - 278.4 kg, the third is Tatarstan - 255.6 kg. Yaroslavl region is at the bottom of the top ten list -214.3 kg.
A YEAR AGO
In 2017 sales of dairy products decreased. As Nielsen notes, only two categories were growing: cream (+2.7%) and dairy desserts (+18%). The key driver of this was the increase in prices for finished products.
The most noticeable decline in sales is observed in the category of kefir (-8.4% in real terms and -0.4% in monetary terms). Sales of pasteurized milk decreased by 2.5% in real terms, yogurt - by 5.8%, cottage cheese - by 5%, sour cream — by 4.2%, drinking yogurt — by 3.6%. A noticeable decline in sales was demonstrated by glazed cheeses: for the period of October 2015 - September 2016 their growth was 14.6% in real terms, while this year their sales decreased by 0.8%, - wrote Nielsen at the end of last year.
TODAY
Today, consumption shows a slight growth. This is, according to experts and market participants, mostly due to a decrease in the price of milk and finished dairy products on the shelf. Another important factor is the loss of confidence in the quality of products in the lower price segment.
According to ROMIR holding, the number of consumers of drinking milk in July 2018 increased by 1.3%. At the same time the product fell in price by 7% on average for a year.
In July the purchase volume of milk increased by 4.7%, despite the reduction of the number of households buying the product.
According to experts, the reduction in consumption will continue in the categories of milk-containing products. They also note that despite the decline in consumption of traditional products, such as fermented dairy products, the consumption of cheese, butter and yogurt is growing in 2018. At the same time, the growth of consumption of dairy alternatives, including those produced by large companies-producers of milk and dairy products is also predicted.
WHAT WILL HAPPEN TOMORROW?
The consumer wants to buy high-quality and inexpensive products. Experts in the field of branding believe that today the majority of buyers are focused on the consumption of quality and style. Often they are not interested in the price. However, the question regarding the dairy category is not so simple.
Initially, dairy products are social; they are included in the food basket and are the closest and easiest source of protein and micronutrients important for humans. The consumption of these products has always been influenced by the price. According to surveys of analytical agencies, today the consumer looks at the shelf trying to find the most natural composition and pleasant taste. And with the fall in income simply refuses milk and replaces it with a cheaper source of protein, for example, with chicken meat.
- Two years ago we talked about overproduction on the market of the cheapest products. In Russia, due to the increase in the production of raw milk, many producers, who earlier specialized in milk - containing products, began to produce more natural dairy products, - says Mikhail Mishchenko.
Consumption of all categories is generally declining in the lower price segment. More affluent people increase the consumption of butter and cheese. Moreover, due to loss of confidence in the products, the consumer has reoriented and today the Russians began to consume more dairy products in terms of raw milk. Today we can definitely say that the consumer wants to buy a natural, high-quality product, - believes the analyst.
The decrease in real incomes of the population is a negative factor for the consumption of milk and dairy products, agrees the Executive Director of Soyuzmoloko Artem Belov.
Today one can be absolutely sure that the buyer, having come to shop, first of all wants to be confident of the quality of the acquired products. However, there are a lot of factors to ensure the growth of consumption of dairy products. The main increase in 2018, according to analysts, will be due to the growth of consumption of products produced exclusively of milk.
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