According to rbc.ru, in 2016 the sales volume in Russian coffee market increased by 1.2% while the year before the volume reduced by 0.5%. Among the main reasons of this change specialists name the promotions and the fact that Russians are turning away from tea. The tea sales are decreasing the second year in a row.
According to Nielsen retail audit covering the period from February 2016 to January 2017, the main share belongs to instant coffee – 38.7% and 48.5% by volume and value respectively. The share of natural coffee (both beans and ground coffee) is significantly less – 14.2% by volume and 10.5% by value. Though it was the natural coffee that showed sales growth in 2016: plus 6% by volume and plus 15.8% by value. Instant coffee increased only by sales value, by 8.9%, but by sale volume it lost 0.4%.
Specialists associate this improvement with intense marketing activity – coffee was one of the most promoted products during the year. Plus, certain amounts of consumers who had pr...
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