Male Russian Consumer Market, a Big Opportunity for Savory Snacks Manufacturers

The average Russian man consumes savory snacks less often than his female counterpart, presenting new opportunities for manufacturers to appeal to indulgence-seeking men, according to a new study published by consumer insight firm Canadean.

The company’s latest report states that the Russian savory snacks market was valued at USD2.7bn in 2015, and is forecast to grow at a rapid compound annual growth rate of 10.1% to reach USD4.3bn by 2020.

In Russia, men account for 43% of total savory snack occasions, despite representing 46% of the population. On average, Russian men consume savory snacks on 93 occasions per year, compared to 105 for females. However, for Veronika Zhupanova, Analyst at Canadean, there is reason for optimism: “The numbers show that while women are considered a wider audience, men represent a substantial market with genuine growth potential.”

Canadean’s research reveals that while comfort food might traditionally be more associated with a female audience, it is men who are far more likely to turn to savory snacks as a means of relaxing.

Zhupanova explains: “While we have seen a number of savory snack launches targeting men, current innovation is mostly unisex. In this way, indulgent snacks that are overtly masculine in design and positioning can stand out from the crowd.”

Zhupanova mentions some several options available to manufacturers, such as dark-colored packaging, larger “male” sizes, and claims such as “rich in protein”, which are all concepts that generally appeal to men more than women.