Modern Bakery Moscow (MBM), the international trade fair for the bakery and confectionery market, is approaching fast. Taking place from March 17 to 20 this year, it is the only exhibition in the Russian & CIS countries, an important market for this industry. Julia Mityaeva, show director of Modern Bakery Moscow, underlined in an interview for WoldBakers that, for the first time in its 26 years history, MBM will host the International Business Forum “CONFEX. Confectionery expertise”.
What should professionals from industrial bakeries add to their visiting agenda, and what features do you recommend for artisan bakers?
Modern Bakery Moscow is a unique opportunity for baking and confectionery manufacturers to find new equipment and ingredients. Our exposition meets the needs of different kinds of visitors. For visitors from industrial manufacturers, we would recommend exploring the exposition of equipment from Russian manufacturers and suppliers: visitors can find good quality at an affordable price and, importantly, can have face-to-face discussions with top managers. Also, it is important to see the novelties of big international brands. For our visitors, we organize a tour of bakery and confectionery plants (with a production capacity of up to 50 tons). This kind of experience exchange helps our visitors to see modern automated production, the implementation of challenging features, examples of the adaptation of technical equipment to the needs of the enterprise, assortment policies, and much more.
In the latest years, artisan bakeries have become very popular in Russia. For them, we organize master-classes about producing delicious sourdough bread using accelerated technology. We also invite bakery and pastry chefs from Russia and worldwide-known specialists from other countries to share their professional secrets. The variety of product groups at the trade fair helps with the development of new businesses or to improve existing ones.
What new features are you preparing and what are your anticipations for this edition of Modern Bakery Moscow?
This year, for the 26th edition of Modern Bakery Moscow, we focus on the confectionery sphere. The new International Business Forum “CONFEX. Confectionery expertise” will be held for the first time at MBM, on March 17. Prospects for the development of the confectionery market in Russia, global trends in the confectionery industry, government regulations and support for the export of confectionery products will be discussed here. Speakers include representatives from Ritter Sport Schokolad, Ferrero Russia, Pobeda Confectionary Llc, and other big industrial factories.
Every year, we invite world-famous bakers (such as Josep Pascual, Marc Heiko Muller-Adams, Ivan Zabavnikov, and others, to name some from 2019) who share their experience during master-classes. The program of baking masterclasses, traditionally fully booked, will be supplemented this year with practical events for confectioners and chocolatiers. Specialists from Italy, Spain, Belgium, and Russia are invited this year. We want to keep 2020 stars a surprise, so check for updates on our website.
This year, we’ll introduce a special innovative section, ConditerLab, within the Modern Bakery LAB zone. This station will help visitors find new inspiring ideas.
We not only pay attention to confectionery production but also to marketing and promotion: the conference “Effective marketing and sales on the confectionery and bakery products market” will take place on March 19. Topics to discuss include: assortment policy, marketing strategy for export, business case studies of effective work with distributors and retailers, marketing trends, branding and packaging, online reputation management, neuromarketing, etc.
In this regard, what are some of the biggest trends that you observe have been influencing the baking industry in Russia and Europe?
First of all, the development of technology innovations entices industrial manufacturers to switch to automation. Secondly, the health trend greatly influences product ranges and the composition of the respective products. Nielsen’s research of the Russian consumer market shows that 70% of Russian consumers declare their willingness to pay more for products that do not contain unwanted elements. This is clearly reflected by the industrial manufactures, which are adapting recipes, assortments, promotional methods, and marketing policies to consumer trends. Consumers’ reduced sugar consumption has impacted the growth of snack volumes. As snacking is becoming a trend in Russia too, most retailers try to have a little bakery inside their shop.
And how do you expect to have them reflected at the fair?
We see how famous brands of industrial equipment start to produce ovens for HoReCa and retail, for example. That also influences the ingredients chosen and the adaptation of packaging technologies. Also, companies want not just to sell equipment, but also to share expertise and business ideas. We organize the fair events accordingly, making Modern Bakery Moscow a center of new bakery and confectionery trends and the business platform that brings new solutions for win-win endeavors.
How does the Russian baking and confectionary industry influence international bakery markets? What are some successful product ranges for export?
The official numbers speak for themselves. According to research from the Association of Confectionery Manufacturers (ASKOND), the domestic confectionery market in the Russian Federation is close to saturation.
The export of confectionery products in the Russian Federation (million USD). [For 2019 it was a forecast data].
The export volume of bakery products increased by USD28m to USD333m for the last five years, according to the report of the Institute of Agricultural Marketing.
Russian manufacturers look for new markets and the progressive growth of export volume shows that they are finding World’s Most Ethical Companies market niches [on which to expand, eds.].
Dynamics of export volumes (thousands of tons):
2015 – 189,4;
2016 – 196,8;
2017 – 199,1;
2018 – 206,2.
Dynamics of export volumes in million USD:
2015 – 307,7;
2016 – 323,6;
2017 – 341,7;
2018 – 333,1.
The structure of Russian exports is:
- bread and pastry – 39%,
- waffles – 27%,
- sweet dry cookies – 27%,
- crackers and croutons – 5%,
- gingerbread cookies – 1%,
- crispbread – 1%.