OREANDA-NEWS. On 21 February 2008 Tetra Pak announced, that in 2007 the dairy market in Russia amounted to 10,34 billion liters, remaining at 2006 level. At the same time the market of packed white milk increased by 4%.

A drastic global raw material price increase influenced market stagnation on the whole. For instance, in 2007 pasteurized milk sales grew by 2%. On the contrary, UHT milk segment is leading in terms of dynamic development. As compared to 2006, it increased by 12% and exceeded 1.3 billion liters in absolute terms. 

TNS Gallup Media carried out a market research on milk consumption in Russia for Tetra Pak. Its results reveal main market trends and highlight key factors influencing the choice of this product. 

The number of Russian families consuming milk on the regular basis remains high. In 2007, this parameter amounted to 94.7%. At the same time 54% of families consume milk from 1 liter carton packages. In Moscow this package format is an absolute sales’ leader preferred by 81.3% of consumers.

The research has revealed a number of changes in consumer habits in Russia. Basically the number of families purchasing milk several times a week remains stable – both in 2006 and 2007 it slightly exceeded 50%. The number of consumers purchasing milk for the future use and limiting shopping to 2-3 times per month, is growing. This trend is most vivid in metropolitan areas. Thus, growth of demand for UHT milk in aseptic carton is quite justified as consumers receive a high-quality product in a package that guarantees its safety up to six months. Among various formats, Tetra Fino Aseptic shows the leading growth – according to Tetra Pak, last year its sales growth reached 44%.

The research also studied preferences of Russian consumers in terms of point of purchase. About the half of consumers purchase milk in supermarkets. Approximately one fifth of respondents buy milk in convenience stores. Hypermarkets come next in the list.

Most often women make decisions about milk purchasing. The research results show that women aged 35-44 are most active consumers. Almost 70% of them purchase milk on the regular basis. As for the men, those aged 65+ purchase this product frequently, and 54% of this age group are permanent consumers. Then comes the group of people aged 25-35 who have already appreciated the benefits of this unique product. 

The research also analyzed the factors that influence the choice of milk, such as price of product, package volume, brand, etc.

The most important factor is the price, it matters to almost 85% of women. At the same time 80% of men take the price factor into consideration. 80% of consumers find package volume important.

Brand remains among the key guidelines for consumers. It seriously influences the decision to purchase a certain product. 70% of men and 75% of women take the brand factor into account when purchasing milk.

According to Tetra Pak, the packed white milk market growth will continue in 2008.

UHT milk consumption growth will be in the lead. Economy segment will grow fast. UHT milk in Tetra Fino Aseptic sales will continue to develop at a record pace as this package guarantees high milk quality at an affordable price.  Large family consumption formats have a high potential for development. 1.5 liter package could be a good example as it offers considerable saving per liter of milk.