WHAT WILL HAPPEN WITH YOUR BRAND IN 2015?

CONSUMERS’ AND EXPERTS’ PREDICTIONS

450 RESPONDENTSMen and women, 18-55 y.o.GEOGRAPHY: MOSCOW

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ METHODOLOGY

CONSUMERS

RUSSIAN EXPERTS

EUROPEAN EXPERTS

12 EXPERTSMarketing specialist of Russian and international companies4 cities: Moscow, Nizhniy Novgorod, Yekaterinburg, Rostov on Don

10 EXPERTSSpecialist of leading research agencies and marketing specialists of international companies 6 countries: Germany, France, Great Britain, Italy, Sweden, Switzerland

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CONSUMERS:PREDICTIONS FOR CATEGORIES AND

BRANDS

CONSUMERS: GROWING CATEGORIES

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CONSUMERS: STABLE CATEGORIES

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CONSUMERS: VULNERABLE CATEGORIES

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CONSUMERS: DECLINING CATEGORIES

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ CONSUMERS: SPONTANEOUS PREDICTIONS AND COMMENTS

Tourism in Russia Education Weaponry Contraceptives

Travel abroad Real estate (apartments,

country houses)

Products for Pets Oil products (petrol, oil,

gas)

STABLE CATEGORIESGROWING CATEGORIES VULNERABLE CATEGORIES

“People will buy the same amount of beer, but cheaper brands. Baby food will be bought in the same amount, but less expensive. Those who eat more exotic seafood are likely rich, they will not deny themselves of anything. They will even get more moral satisfaction” (Female, 55 y.o.)

“Essential goods will always be in demand, as well as recreational activities. People can endure without the rest” (Male, 28 y.o.)

“People will buy more medicines, medical goods - the diseases are getting younger every year"  (Female, 44 years old)

“Female categories will remain the same – no one will change to a cheaper hair dye, it’s not worth it. In the rest of the categories – switching to less expensive products” (Female, 40 y.o.)

“I think that people will start spending more money on themselves, they will less save up money” (Female, 49 y.o.)

“Overall decrease in demand, to a lesser extent it concerns food products (except for imported products) and goods, without which it is difficult at this time to dispense» (Male, 41 y.o.)

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ CONSUMERS: GROWING BRANDS

REFERENCE LEADERS

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REPEATEDLYMENTIOINED

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ CONSUMERS: STABLE BRANDS

REFERENCE LEADERS

FREQUENTLY MENTIONED

REPEATEDLYMENTIOINED

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ CONSUMERS: VULNERABLE BRANDS

REFERENCE LEADERS

FREQUENTLY MENTIONED

REPEATEDLYMENTIOINED

RUSSIAN EXPERTS:PREDICTIONS FOR CATEGORIES AND

BRANDS

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ EXPERTS: GROWING CATEGORIES

InternetSoftwearE-books, magazinesOnline movies and programs

Domestic tourism Domestic alcohol (incl. vodka, Crimean

wines, “Zhigulevskoye” beer Domestic cars Domestic food products

Bread, pasta, cereals Sunflower oil Frozen meat, poultry, canned

food

Asia-Pacific region tourism

Chinese cars

HEALTHDietary products Vitamins

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ EXPERTS: STABLE CATEGORIES Dairy products Juices Agricultural products: meat, poultry, vegetables,

fruits Coffee Chocolate Affordable alcohol Cigarettes

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ EXPERTS: VULNERABLE CATEGORIES

“Personal care services: beauty salons, spa services. Chargeable types of out of the home entertainment: movie theaters, attractions, museums. Public catering establishments: restaurants, cafes, etc.“  (Experts, Russia)

Entertainment

Real Estate and related products

“Premium” and “Luxury” products

Imported goods from Europe, North America and Japan

Beauty

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ EXPERTS: GROWING BRANDS

“Russian and Western brands that offer products/goods in a cheaper segment with grow.” (Expert, Russia)

“Chinese, Indian, Egyptian brands will also grow” (Expert, Russia)

“Russian and private brands will grow” (Expert, Russia)

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ EXPERTS: STABLE BRANDS

As well as…Domestic/ brands produced in RussiaTurkish, Belarusian and Kazakh brands

“Children and pets will be the last thing that people will save on” (Expert, Russia)

”All of the diapers brands” (Expert, Russia)

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ EXPERTS: VULNERABLE BRANDS

European, Japanese, American brands

All those brands, especially imports, which relate to goods of prestigious consumption, premium segment, durable goods, automobiles, household appliances and so on ..” (Expert, Russia)

Also…

PREDICTIONS OF EUROPEAN EXPERTS

HOW ARE THEY DOING?

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ GROWING CATEGORIES AND BRANDS

“Casual luxury " Premium alcohol Cars Finance International tourism Construction of houses and related products

– household appliances, furniture, etc.)

“Expectations about online consumption are becoming higher and higher – especially in terms of speed and efficiency. Such services as Netflix are becoming more popular. People no longer want to watch movies on a TV, they want to decide when and what to watch” (Expert, Sweden)

“Consumption of luxury products in on the rise, but of course everything depends on the brand. Hermes is still on the waves of success, in fact ,in all categories (maybe to a lesser extent in the category of watches due to China's influence” (Experts, France)

BAA, vitamins, medicine health and longevity products, anti-aging products Ecological natural products without additives (“go-to-basic”),

including cosmetics and personal care products

Online technology and services , online shopping Cell phones and electronics E-books and magazines

(All countries, expt. Italy)

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ GROWING CATEGORIES AND BRANDS

Sharing economyConvenience food

Social responsibility

Brands as a horn of progressive social values Collaborative projects with government agencies Individual social responsibility as a modern alternative to

charity

“People unite and buy OR rent various equipment (e.g. blenders or household tools, rent apartments” (Expert, France)

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ STABLE CATEGORIES AND BRANDS

Men's and women's fashion (clothing, footwear, etc.)

Food and beveragesCheap supermarkets

Café, bars, restaurants

“That is everything that is connected with basic human needs” (Expert, Grate Britain)

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ VULNERABLE CATEGORIES AND BRANDS

“Brands in any category that are associated with “previous century” and such brands that do not tell their consumers a clear signal that they are developing in pace with time and that they are fully synchronized with the current values, beliefs and consumers’ lifestyle” (Expert, Germany)

Cigarettes

IN ITALY:

Luxury carsReal Estate

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НАШИ РЕСПОНДЕНТЫ НАШИ РЕСПОНДЕНТЫ SUMMING UP

DOWNWARD PRICE SEGMENT MIGRATION

RECONSIDERING THE NOTION OF “BASIC NECESSITIES”

LOCALIZATION

SHARING ECONOMY: WESTERN TREND, TOPICAL FOR RUSSIA

UNIVERSAL NEED FOR AN “IDEAL” ECONOMY CLASS OFFER.

18-30 Y.O. CONSUMER OPTIMISM FOCUS ON YOUTH

GLOBAL TRENDSRUSSIAN TRENDS