1. Проиграл Магги и Кнорру
Sales of dry broths for cooking at home in 2021 in Russia decreased by 4.9% in physical terms,
NielsenIQ calculated. In money, according to analysts, the turnover of the category has hardly
changed, which may be due to an increase in the average price. Euromonitor International notes
a slight reduction in the market in monetary terms — by 0.8%, to 3.84 billion rubles. year to year.
For comparison, sales of ready-to-eat concentrated soups in 2021 in physical terms remained at
the level of last year, and the demand for instant instant soups increased by 9.1%, according to
NielsenIQ data.
As we know, Gallina Blanca made a bet on bouillon cubes, and not on other categories (such as
instant soups, for example). The category of bouillon cubes eventually sank, unlike the rest, and
the decline continues.
The decline in sales of broths may be primarily due to a reduction in demand for the product in
cubes. In "Mareven Food Center" (brands "Rollton", Big Bon, etc.) they say that they focused on
the sales of crumbly broths, which are used both as a basis for first, second courses and sauces,
and as salt, and as a seasoning. In 2021, the company's share in this market increased from 34%
to 39.1% in kind, which allowed it to come out on top, previously Nestle was the leader in sales
of broths in kind, which produces a product under the Maggi brand.
The CEO of Infoline-Analytics, Mikhail Burmistrov, notes that concentrated semi-finished
products for cooking, including broth cubes, can lose primarily to ready-made cooking, the range
of which has grown noticeably in the largest chains recently. In addition, he adds, broth cubes
are not perceived as a healthy diet, which could also affect the popularity of the category.
In 2021, the revenue of Gallina Blanca increased by 4%, to 1.6 billion rubles. More than 88% fell
on the segment of freeze–dried products, it follows from the reports - almost 90% falls on one
category, this is a serious dependence. Gallina Blanca's competitors were more actively
developing other categories, such as soups, pasta, crumbly seasonings. This explains why they
took the lead, but Gallina Blanca did not.
https://www.kommersant.ru/doc/5229263?ysclid=lfvk15k6wz866406486
2. На
каких
рынках
гб
(факты, цифры, источники)
могла
бы
развивать
и
преуспеть
1) Pasta
In Russia, the level of pasta consumption is growing progressively and last year amounted to 7.8
kg per capita per year. This product is included in the diet of 94% of Russians. Russia is ranked
13th among the countries where pasta is eaten the most. Russia ranks 5th in the world in the
production of pasta.
The pasta market in Russia is characterized by stable growth not only in production, but also in
consumption. The production of pasta is carried out in total by almost 1000 enterprises
throughout the country.
Fig. 1. Pasta production volume for 2011-2019, thousand tons
Fig. 2. The volume of consumption in the pasta market in dynamics in Russia for 2013-2019 in
thousand tons
As we can see, the pasta market in Russia is steadily growing – this niche may be attractive for
the development of Gallina Blanca, since they have already started their activities in the field of
pasta production, they have already established production, so it is worth increasing efforts in
the field of pasta promotion in retail chains, conducting advertising campaigns, tasting
campaigns, etc. etc .
https://ilovepasta.org
https://tiec.mgimo.ru/2020/2020-02/russian-macaroni-marketanalysis?ysclid=lfvkbsurx14359646
2) Seasoning mixes and spices
The level of production of the Russian market of mixtures of seasonings and spices in 2022 shows
an upward trend.
The general direction of the production of the Russian market of mixtures of seasonings and
spices in consideration of the current time period of 2022 shows a steady trend of growth in its
volume. According to the analytical report "The market of seasoning and spice mixtures in Russia
(with data 2022)", conducted by the marketing agency Roif Expert in 2022, the volume of
production of seasoning and spice mixtures by Russian manufacturers increased by 30%, relative
to the comparable period of the previous year.
In assessing the review of the previous annual period, it is also necessary to note a steadily
upward trend. In 2021, the volume of Russian production of mixtures of seasonings and spices
showed an increase of 8 thousand tons.
According to the forecast, the market of seasoning and spice mixtures in the Russian Federation
as a whole by the end of 2022 is characterized by high dynamics and the maximum market
volume in terms of cost.
Thus, Galina Blanca should develop the production of various spices and seasoning mixes, make
their assortment more diverse. It is also necessary to establish productive collaboration with
retail chains, because at the moment the company's range of condiments presented in the largest
chains is quite meager. On the shelves you can see 1-2 types of Gallina Blanca seasonings, they
are located on the lowest shelves.
https://www.sostav.ru/blogs/32702/35251?ysclid=lfvkqjz2a6898738439
3) Instant noodles
Sales of instant noodles from January to September 2022 increased by 33.9% in monetary terms
compared to the same period in 2021. At the same time, the growth rate has more than doubled:
in January – September 2021, compared with the figures of the first nine months of 2020, sales
increased by 14.3%. This is evidenced by NielsenIQ information based on data from retail chains.
The growth rate of sales in physical terms, on the contrary, is decreasing. According to the results
of the first nine months of 2022, the sale of instant noodles in chains increased by 4.2%, whereas
a year ago this figure was 4.7%.
Executive Director of the association "Rusprodsoyuz" (including "Kitchen without borders")
Dmitry Vostrikov says that at the moment few products show growth in physical terms. But one
of the factors influencing the increase in sales of noodles is its relative cheapness compared to
many other goods. More than 90% of instant noodles belong to the category of low price
segments, one of the retail chains added.
According to analysts, the instant noodles market will continue to grow.
Gallina Blanca, in addition to developing the category of ordinary pasta, can develop the category
of instant noodles due to the existing production facilities – they have developments both in the
production of pasta and in the production of seasonings for them. Galina Blanca can play on the
nostalgic feelings of her customers about bouillon cubes and produce noodles with their taste.
https://iz.ru/1427727/2022-11-18/v-rossii-na-tret-vyrosli-prodazhi-lapshi-bystrogoprigotovleniia