Rather favorable conditions have been formed to the manufacturers of marshmallows and pastes in the Russian market. A conservatism of the consumers’ preferences and a number of other factors allow most of the players to remain inert and do not make active steps to change the situation.

Read about the marmalade’s market and ways of its promotion in the article “Sweet pastoral” in the new issue of the magazine “Food promotion. Prod & Prod”.

As the majority of the players of the marmalade-pastoral’s market say, this market has gained quite clearly defined contours and a fairly clear structure over the last 4-5 years. At the same time one of the main distinguishing features of this segment is quite unusual “vertical” business struggle.

The fact is that this market is a very highly fragmented and (in a particular region) the manufacture’s products, almost completely unknown in the neighboring areas, may have the dominant positions. The relatively low cost of the technologies, the raw materials and the necessary equipment provides a relatively low “cleat” for “entry ticket”, which, in its turn, allows to open to the marmalade- marshmallow direction to the regional confectionery factories, and even quite small local companies that are due to a dumping can take up quite strong positions in the local areas.

Anyway to date to talk about the tough competition of the brands at the federal level is not necessary, the article says. Moreover the brands themselves, generally speaking, can be counted almost on the fingers. The leading representatives of the sector almost all together declare that the branding of marmalade-pastel’s products has almost no sense. Like, a buyer chooses it with the help of the eyes only, giving an eye to its appearance and color primarily.

The market of marmalades, pastels, and marsh-mallow is perhaps the only one of the largest segments of the Russian food area, where the full-scale investigations have not been conducted! The players themselves do not see any urgent requirements for in-depth monitoring of the occurring processes. There is only the fact that this kind of the product is bought about 50% of the Russians. The market volume in numerical or price terms is either unknown or security-guarded carefully. Unboundedly, that every company knows the chars of its goods’ commercialization, but there are no such data at an all-Russian market size. What's really talking about the estimates of the prospects and the potentials! Because of the above-mentioned territorial fragmentation of the market and all the same low margin the producers do not consider that it is advisable to invest into the situation’s investigation. Or is it just win-win for everyone? If it is so, then it is for the time being only.

This article describes a practical experience of the domestic companies concerning how it is possible, and more truly, how to behave in this market. The acclivities of the companies should not be limited by the introduction of the new geometric forms or by the searching of the suppliers of the cheapest raw materials. Today a consumer pays special attention not only to the appearance of a product and its cost, but to its naturalness, quality and correspondence to the concepts of a healthy lifestyle. He is willing to pay more for a brand, but not for a faceless brand name “Chocolate Dipped Marsh-mallow” and for the quality, image-building, and, finally, just a tasty product.

What activities are making the domestic market leaders of the market of marsh-mallow, pastes, and soufflé sweetmeat, and what principles are guided the major manufacturers, you will learn in the new issue of the magazine “Food Promotion. Prod & Prod”.