The Russian market for marmalade-pastel products and marshmallows today is at a fairly high level of development in comparison with the European market. The domestic consumer appreciates the classic shaped marmalade sprinkled with sugar. This technological trick was invented specifically so that marmalade, which has the ability to secrete juice, does not stick together. The domestic marmalade has a great past, and in addition, more and more often in the development of domestic technologists are reflected the new principles of production and development, as well as the influence of Western trends. Manufacturers are constantly searching for new tastes, forms and even types of products, and even if development is not yet in a quantitative format, this fact still means that the marmalade segment in the domestic market is actively developing.
Today the marmalade market has a very clear division into the North-Western segment and the Central part of Russia. With 100% certainty, we can say that St. Petersburg occupies a leading position in the Northwest region. As for the Central region, the situation here is somewhat different. A large number of manufacturers present on the market and occupying leading positions in the regions are completely unknown at the federal level. The most popular today and known on a federal scale are: Glazovsky Food Factory, Neva, Russian Confectioner, Roshen, Alela and Udarnitsa. As for the other players, it should be remembered that the marmalade market is highly segmented, and almost every region has its representatives, who are little known at the federal level.
The demand analysis confirms that today imported chewing marmalade accounts for more than 50% of all purchases of marmalade products, leading in this are such companies as TM Fru-fru, LLC Miss Bonbon, Park Lahe and LLC Wrigley. The largest number of products is supplied to Moscow, the Moscow region and St. Petersburg, while the northern capital this year came in second place in terms of marmalade consumption. Every day more and more companies appear on the market that attract consumers with their vibrant and diverse products. Thus, the company Juicy Fruit, unknown to Russian consumers, appeared until 2005, conquering the domestic market with its bright and tasty products.
Today, the share of domestic-made chewing marmalade is only 6% of the entire marmalade-pastel products market and the Udarnitsa factory, which has a fairly stable position in the Russian market, is the undoubted and permanent leader in this production. The dynamics of imports over the past few years, significantly exceeds the dynamics of exports, and therefore, imported marmalade successfully conquers the Russian market, without experiencing much resistance. An analysis of product demand confirms that if this trend continues in the near future, then domestic producers can stay away, and import companies will occupy the main market segment.
Considering the fact that the Russian market for marmalade and pastel products is poorly developed and quite conservative, a large share in the segment of chewing marmalade belongs to foreign companies. This is not to say that Russian manufacturers are not at all trying to modernize and look for new forms of production of sweets, they just do it so slowly, as if they are absolutely sure of their own unwaveringness. Undoubtedly, the niche of classic marmalade is firmly occupied by domestic manufacturers, this confirms the analysis of demand for products, but this fact does not mean that they cannot be moved from their place. Nevertheless, today even the most active consumers of marmalade products want to get not only marmalade or marshmallows, but also want to see innovative products that combine several sweets at the same time. They are not even afraid of the fact that the price of marshmallow and marmalade products of this quality can be orders of magnitude higher than ordinary marmalade.
In Soviet times, every manufacturer knew for sure that even releasing a faceless product, the company would not lose its leadership in this segment. Today, the analysis of supply and demand suggests the opposite. Market relations are impossible without competition and competition, and today the competition in the marmalade market is quite fierce. In particular, over the past 3-4 years there have been many manufacturers that have a significant impact on the domestic market, producing low-grade products at a lower price. In general, each Russian region has its own recognized marmalade leader, who has withstood fierce competition and at the same time presented his consumer with products of only the highest quality.
Marmalade refers to sweets that are relatively simple to manufacture, but any even the smallest violation of manufacturing technology can be detrimental to the final product. In addition, non-compliance with storage conditions can lead to loss of taste and presentation of the product. An entrance ticket to the marmalade product market is fairly inexpensive, as evidenced by an analysis of product demand, and marmalade production costs little compared to chocolate or carbonated drinks. At the same time, the fact that the marmalade assortment is not so great as the assortment of cookies or chocolate is also important. Most confident in the market are large companies that have managed to occupy their market segment and have won the trust of consumers with the quality of their products and pricing.
More recently, almost none of Russian consumers knew about the Avesta company, and already today it breaks into the Russian market due to the high quality of its products. The Avesta company appeared on the Ukrainian market in 2001 and to this day is not the last among such companies. The rapid growth of production allowed her to conquer the USA, Central Asia, the Baltic countries and the European Union in a few years, as well as to occupy the first positions in the marmalade-pastel market in Russia. Current trends in the development of the enterprise and the vision of the near future to conquer the sales market allow the company to reach the European level, having the most favorable prerequisites for that.
Prospects for the development of the marmalade market are, first and foremost, a movement towards natural products. An analysis of demand for products confirms this quite well. Price is considered an important aspect in the development of marmalade business, and commodity prices play an important role in this. Unfortunately, natural raw materials are much more expensive and this fact cannot but affect the price of a popular treat. It is quite obvious that the future belongs to packaged marmalade, and in this, Russian producers often lose to foreign companies, although developments in this direction are ongoing. If Russian manufacturers do not take their place in the marmalade market on time, then Western companies will do it, and as a result, the domestic consumer will have to lose, who will have to pay extra for a foreign brand.
