In the near future the starchy confectionery product will unlikely concede its leadership to the other popular sweets. Biscuits, wafers and spice cakes are eaten regularly relatively and non- relatively and therefore are not required the investments for the loud advertising campaigns. The domestic manufactures are standing on their own legs firmly and can offer a very different line of goods towards prices and quality. However, the foreign companies have a chance to gain its place in the market as well and to find their own unique consumer.

The theme of the promotion of the imported confectionery product into the Russian market is described in the In the January issue of the magazine “Food Promotion. Prod & Prod” in the article “The overseas Tricks”.

The domestic market of the imported confectionery product is one of the most filled and lively, it takes more than half of the candy manufacture, notably, there are large giants of the federal level as well as the local producers, selling goods in the region, where the enterprise is located, are among its participants. 

The biscuits’ consumption per head of population in Russia is about five kilogram a year. The company “Bolshevik” – the manufacture of the biscuits “The Jubilee”, waffles and waffle-cakes “The Fad” has being the leader of the Russian market for a long time. Among the leaders are also the factories of the group “The United Confectioners”, the plant “Cracker”, the joint stock company “Bryankonfi”, the company “SladCo” and the St. Petersburg producer “The Grain House”.

The features, which characterize the Russian confectionery market, are highlighted in the article.

The goods of the segment of the starchy confectionery products are the products of the daily demand in Russia. Almost 95% of the consumers confess that they get these products (mostly the biscuits and the cakes) for everyday home tea-fight.

The catalepsy of the products of this segment by a European buyer is slightly different from the catalepsy of Russian buyer, the editorial staff notes. The starchy confectionery product is considered to be a good gift in Europe that is why much attention is paid to its packaging. Many believe that there are no tangible prospects for the foreign manufacturers in the domestic market of the starchy confectionery products, because the large Russian companies can offer the high quality innovative products as well as the goods of the low-price segment. Herewith it is very important to take into consideration the preferences and the psychological characteristics of the Russian consumers, without copying the successful European sample copies, and finding and occupying the relatively free market’s trends of development. The Europeans pay more attention to the mix of the products, preferring the sugar-free baking and the gluten with the useful ingredients (e.g., the bolting), studying the signatures on the packaging and trade dress of the product carefully.

The table form, where the major differences between the consumer behavior of the Russians and the Europeans in the segment of the confectionery products’ sales are coming to light, in the published article.

According to the editorial staff, many researchers believe that there are no tangible prospects for the foreign manufacturers in the domestic market of the starchy confectionery product, because the Russian large-size companies can offer the high quality innovative products as well as the goods of the law-price segment. Nevertheless, it can be supposed several directions, where the imported goods can take the definite place and receive the consumers’ recognition;

Which exactly – in the article “The Overseas Tricks" in the new issue of the magazine “Food Promotion. Prod & Prod”.