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Russian jam market

21 ноя 2013г.

Different kinds of fruit jams are used for preparing different kinds of bakery and confectionery. More information about the dynamics of this market is given in this article.

For several years already, jam and marmalade market has been growing faster than the sugary confectionery market as a whole: in 2012, the market volume has increased 9.2% and 0.8% correspondingly.

How much in produced in Russia?

The volume of national jam production has been increasing during the last few years: in 2010, the growth rate was about 10%, in 2011 it has fallen to 6.8%, and from January to November of 2012 the production volume has increased 25% compared to the same period a year before.

In 2012, the structure of Russian jam production has changed significantly – the share of Central FD, which was more than 50% during two years before, has fallen to 39%. The share of Southern FO, which has been about 14-15% during 2009-2011, has grown to 33%, though the production volume in Central FD has decreased and in Southern FD it has grown. Other federal districts (except Ural FD) have also demonstrated active growth.

The main input for such a structural change in production was due to Astrakhan region: there, the production has grown more than 27 times, though during the previous years the region was much beyond the leaders with the share of 1% of total volume (in January-November 2012, it has grown to 17%). In other Southern FD regions, the production has also grown: 6.5 times in Volgograd region, 8.9 times in Rostov region, 14% in Krasnodar region. Adygea became the only exception with the 42% fall in production, but in real terms it was only about 2 thousand tons or about 2% of the district’s total volume.

Central FD was losing its positions during 2012: in many regions, the production volume has reduced 1.5-2 times. Among the exceptions, there were Tambov region, where the amoun has grown 15 times in less than a year (but has been quite small compared to other regions), and Smolensk region, where jam production from January to November has grown 63%, moving from the sixth to the fourth place in Central FD. The production in Tver and Kostroma region has grown 20% and 16% correspondingly, reaching the fifth and sixth place. During the last 3 years, the trend of increasing the common share of biggest productive regions was seen.

The biggest producers of jam and marmalade (according to 2009 numbers) were Tomsk Production Company SAVA, RATIBOR Industrial Company Ltd (Tver region), Bogucharovo-Market Trade House Ltd (Tula region).

Ratibor is the biggest Russian producer of canned fruit and berries and fruit and berry fillings for food industry. In the company’s assortment, there are traditional jams, minced berries and confictures, but there are also jams based on fructose. For manufacturing companies, a wide variety of fillings is available. The manufacturing spaces are situated in Tver region.

Sava company positions itself as a manufacturer of unique high-quality natural products made of berries gathered in ecologically safe regions. The company also produces vegetable-made stuff (ketchups, adjikas, etc).

Bogucharovo-Market Trade House offers its customers jams, marmalade, confitured, minced berries and different vegetable production. In their variety of products there are some original ones, such as orange and carrot or lemon jam. There is also a line of products for manufacturers, with fillings, flavours and milk-based prepared products for manufacturers. Since 2009, the line of premium class canned berries called Tsarskaya Yagoda (Tsar Berry) has been produced in coincidence with all GOST standards.

The import grows

Jam, jelly and marmalade have quite a small share in Russian confectionery export: 3% in natural terms and less than 2% in money terms. Since 2009, the numbers have been reducing, but partly because of the changes of the statictical count in the Customs Union.

From January to September 2012, the biggest importers for jams, marmalades and fruit pastes from Russia were Ukraine, Mongolia, Azerbaijan, Kyrgyzstan, Turkmenia and Tajikistan. Export to other countries wasn’t more than 100 tons.

The share of imported goods for jam and marmalade market is much more than for sugary goods as a whole – in 2012, it has reached 39%. Jam and marmalade play an important role in the structure of confectionery import, reaching about one-third of the total volume. But in money terms it’s only 12%. It is also worth noticing that during the last 5 years the share of jam and marmalade among all confectionery has been reducing: in 2008 it was 37.6%.

The main importers of jam and marmalade to Russia are Chile, China, South Africa, Greece and Ecuador. In 2009 and 2010, the import volume from Chile and China was falling, but in 2011 and 2012 it began to grow again. Import from South Africa during the nine months of 2012 was 30% more than in 2011. Import from Serbia grew more than 5 times, from India and Latvia – more than twice. Import from Bulgaria has grown more than 14 times, though in real terms the volume of imported production was quite small (58 tons in January-September 2012).

Homemade production

An average Russian consumer eats about 2 kilos of jam and marmalade a year, the consumption of these products is growing, though not so fast.  This market depends of the season: in summer, when fresh fruit and berries are available at low prices, jam consumption falls, with fresh products and homemade canned goods taking their place. In winter, the consumption grows again.

Jam and marmalade are being positioned as natural, homemade products. It can be clearly seen if we look at the production from the leading manufacturers: referral to “homemade” products can be present in the name, its package looks like the one from homemade canned goods, folk and fairytale referrals can be seen in the design. The growing income lets people pay more attention to the quality of food and its good influence to health, so the accent to the ecological cleanness, naturalness of ingredients, the absence of artificial flavours plays an important role. According to this trend, in 2010-2011, the significant growth of demand for natural flavours of plant origin was seen. Fruit, citrus and exotic groups, as well as berry and vanilla flavours, were among the leaders.

The segment of dietary and special diabetic confectionery goods is becoming more and more popular. The demand for sugarfree products made with the use of intensive sweeteners and sweet’n’lows is increasing despite the “chemical” origin of these ingredients.



Author: Julia Shponkina, head of marketing research department for Intesco Research Group
Publishing House SFERA


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