The market of the canned meat market is going through difficult times. With the growth of a personal wealth and a quality of life the vector of the buyers’ interest is slowly, but surely, shifting towards more expensive products. The further fate of the industry depends largely on: whether the producers may to create more attractive image of the product, thereby, to guarantee its presence in a consumer basket. About the Russian market of the canned stewed meat and the pates as well as ways of its promotion read in the article “The Restless Household”, published in the January issue of the magazine “Food Promotion. Prod & Prod”.

According to the State Register, more than 1,700 companies – the manufacturers of the finished products and packs from meat and poultry are registered. According to the experts, there are about 450 manufactures, which work actively in the field of the canners-meat, and the most prominent figures of the market are no more than 15 players.

Today meat-vegetables mixes, meat mixes, chopped meat, sub-products at jelly form, conserves from meat of chicken, geese and turkeys are offering to a Russian consumer.

The peculiarities of the market’s canned meat are highlighted in the article. These are:

• a weak branding;

• the state support in the form of the state-orders and the quotas on imports of the raw materials;

• a strong dependence on the foreign supplies of the raw meat;

• a significant proportion of the counterfeit goods;

• a pronounced seasonality.

The assortment of sausage products, processed foods and ready-made meat dishes has incredibly increased with the development of the food market. The consumers are increasingly throwing the handkerchief to the fresh meat products – the raw or minimally processed products with the growth of their personal wealth. Today a modal value on the vegetarianism and the healthy food, where there is no usual stewed beef, is observable. As a result, the percentage of the population, respectful of the religious fasts, has increased. All this could not affect the state of the industry. Perhaps, a consumer interest to the canned stewed meat has gradually come to nothing and it would eventually become a nostalgic memory, if not the peculiarities of the Russian market – there is the practice of the state-orders of the defense Ministry, Ministry of the Interior, the Emergencies Ministry and the others towards the canned meats. The Eucharistic Organizations buy up more than 63% of the turnover of the sector. Thus, the male service persons, the livers of the departments of the social protection, the workers of the state enterprises and the factories are becoming “The willy-nilly consumers”. If truth be told it should be noted that they have a stroke of luck a little more than others, because according to the agreements’ terms, the products for the state deliveries must be made according to all-Union State Standard only.

The experts consider the production of the baby-food as one of the most promising trends of the industry. The statistics show that even those mothers who prefer to cook themselves the babies’ pablum and vegetable purees with the adding of the meat follow-up often use the canned products. The experts also believe that one of the future successful areas of meat canning is the raw materials and the unusual tastes. Today the domestic companies are making attempts to enter this niche. The most of the creators of such canned meat delicacies do not take the serious steps to promote their goods, and the retailers afraid to take such exotica – the product is “for an amateur” still and at the same time its price is too high.

Estimating the situation in the market of the canned meat realistically, you can make sure that their “golden age” has already passed, the editorial staff points. To coerce the Russians to the old, pre-reconstruction purchases’ volume of these products can only serious political or economic upheavals. But to charge off the canned stewed meat and the pastes is early still, because the majority part of the population is continuing to have a need for them.

Well, what methods are used the domestic manufacturers for learning the marketing channels of the distribution channels, for maintaining its market’s share and expanding consumer audience, you will learn from the new issue of the magazine “Food promotion. Prod & Prod”.