Small towns in Russia (up to 100,000 residents) consume 72% of all sweets in the country. The paradox is that it is here that the percentage of sweet lovers is the lowest – only 94.8% of residents (yes, for the confectionery market this is really “little”!).
Why is that? It’s simple: the majority of Russia’s population Consumers are most willing lives in small towns. Therefore, even with a smaller share of sweet tooth in percentage, in absolute figures they dominate the confectionery market.
The main conclusion: the craving for sweets is equally strong in the capital and in a small town. Geography, like gender and age, does not play a decisive role in the love of desserts.
Marital status
Attitude to advertising and promotional activities Consumers are most willing
Consumers are most willing to leave reviews about their favorite desserts and actively participate in check promotions. Collecting stickers and accumulating points, competing in contests/games/lotteries – these mechanics also enjoy constant success among sweet lovers.
What kind of advertising attracts the least attention from consumers: Consumers are most willing
- advertising in the metro – 23.8%;
- samples and inserts in printed publications – 24.6%;
- advertising when connected to a Wi-Fi network – 30.8%;
- advertising in online games – 30.9%;
- video screens and billboards at airports – 31.7%.
How Advertising Turns into Purchases
Television advertising remains a powerful tool for influencing consumers of sweets. 15.3% of viewers think about buying after watching, and 12.9% go to the store in search of the advertised product.
Online video advertising demonstrates no less impressive dynamics. 20.3% of users start looking for additional information about the product, 15.5% share their impressions with friends, and 14.3% follow the advertising link.
Outdoor advertising also shows its effectiveness. 11.6% of consumers after contact with an outdoor poster think about a purchase, and 10.1% go to the store in search of a product.
The figures clearly prove that well-chosen communication channels can transform an ordinary viewer into a loyal customer.
What are consumers interested in? Consumers are most willing
The following topics are of greatest interest to our audience:
- cooking, recipes — 48.6%;
- cinema (new releases, directors, celebrities, awards, etc.) — 48%;
- travel – 45.8%;
- design, renovation, home improvement – 41.6%.
The main motive for consumption is to get maximum pleasure here and now. Sweets for our target audience are not just products, but a way to make yourself a little happy, to have a small holiday in the middle of everyday life, to touch the moment of pure bliss.
Consumers of sweets are eritrea business email list least interested in:
- economy, business, investments – 22.4%;
- show business and celebrity news – 22.8%;
- fashion and style – 23.7%;
- handicrafts, creativity – 24.9%.
Comedy and fun go hand in hand Consumers are most willing
Comedies are the leading genres among sweet lovers by a wide margin – 42.4% of respondents watch them. This eloquently confirms the general concept of the pursuit buy telemarketing service of pleasure: the audience continues to experience a high level of anxiety and is actively looking for additional sources of dopamine, the main ones being sweets and light-hearted humor.
Interesting statistics on film preferences: children’s films and cartoons turned out to be outsiders in audience ratings.
Features of media consumption
The channels that sweet consumers watch the most are:
- STS – 61.6%,
- TNT – 59.2%,
- Channel One – 54.6%,
- Russia 1 — 53.9%.
What do they do on the internet
Consumers of sweets spend the most time (83.3% and 79%) using instant messengers and banking services, as well as watching video content – 77%.
Online Shopping (Top Marketplaces)
Most consumers of sweets use Ozon (67.2%), Wildberries (67%) and Avito (55.4%) at least once a month.
Preferences for food delivery services b2c fax look like this (1 or more times per month):
- Yandex.Food — 19.2%,
- Cooper — 18.6%,
- Scooter – 17.5%.
Leading brands in the confectionery segment by sales dynamics 11/27/24-11/27/23, Sales.RF
Source: Mediascope Brandpulse, Russia 0+,12-64, Profile 2024 (consumption of a limited range of products and drinks over the past 6 months).
