The FMCG confectionery market in Russia is one of the most dynamic and competitive segments. The Ingate Performance team analyzed its state in 2024 to help brands adjust their marketing strategies to achieve business goals in 2025.
The market has shown high volatility in recent years, Key consumption patterns influenced by political, economic and raw material factors. Each of these multidirectional factors has had a different impact on different groups of confectionery products.
Industry trends Key consumption patterns
Positive:
- 96% of Russians regularly buy sweets, and 72% admit that they cannot live without them. At the same time, most consumers spend from 1 to 5 thousand rubles per month on confectionery;
- 2% of respondents do not buy sweets, but consume them, probably preferring homemade baked goods;
- Most Russians eat sweets 2-3 times a week or more often;
- Only 2% of the population refuse completely;
- 18% try to limit consumption for health reasons.
Favorite sweets of Russians: cakes and pastries (43%); chocolate and candies (30%); pies, buns and cookies (16%); marshmallows, pastilles and marmalade (11%). Key consumption patterns
- In the structure of consumer spending of Russians, sweets firmly occupy 5th place, making up 6.7% of the family budget;
- It is significant that people give up cigarettes more readily than confectionery. This indicates a deep emotional attachment to sweets;
- According to the results of the third quarter, the consumer optimism index remained at a record high level, amounting to 109 points.
Stress remains an additional factor: 37% of Russians admit Key consumption patterns its constant presence in their lives. Tasty food, especially sweets, remains one of the most american samoa business email list popular ways to cope with anxiety.
The confectionery market has become a leader in launching new brands in FMCG: every fifth new product over the past year is a sweet.
Negative factors Key consumption patterns
- The price of cocoa beans has increased: this factor is changing the preferences of Russians: instead of traditional boxes of chocolates, buyers are choosing more affordable formats, for example, in the form of chocolate bars.
- Palm oil prices have risen due to crop failure, reduced production and logistical problems.
- Private Label: In the face of economic turbulence, private labels have become an attractive alternative for consumers.
- Increased competition online.
- The importance of promotions has increased: customers when consumers get used are more active in switching between stores, brands, and products.
Portrait of a sweet consumer Key consumption patterns
Gender and age. The profile of the confectionery segment consumer in 2024 remained unchanged (compared to 2023).
Key consumption patterns. It is followed by the 55-64 age range (F) and 25-34 years (M). On average, women consume 10% more sweets and the gap grows with age.
Men over 44 years of age show a steady decline in their consumption of sweets.
The smallest group in terms of consumption is from 12 to 24 years old.
Of the entire sample (99,001 thousand people), 96% consume confectionery products.
In absolute volumes, the difference in consumption between the sexes is less pronounced than in percentage terms. The female segment exceeds the male segment by only 4%.
The most noticeable gender gap is observed among adolescents (12-17 years): 93.4% of girls versus 85.7% of boys.
Thus, the maximum affinity for the confectionery b2c fax segment is registered among women aged 35-54 years, the minimum – among young men aged 12-17 years. At the same time, the difference between these polar groups is not so great, which confirms the universality of the confectionery category. It is in demand regardless of gender and age.
