Creative Packaging Attracts More Shoppers (part 2)
We are bringing you the overview of the most popular biscuit brands at some of the largest biscuit markets – Russia, USA, Australia and India.
When standing in front of the enormous selection of biscuit brands and varieties and looking for that perfect one, the first thing we search is something with proven quality. But, what if you are in the foreign store and you want to try something local and traditional? Creative packaging is then the only aspect that will attract you.
Trends
According to Euromonitor, interest in packaged biscuits in Russia increased, which can be the result of more dynamic lifestyle and demand for convinient storage and consumption. That led to a higher number of packaged biscuits being available at the market which urged manufacturers to invest more in branding. The branding and unusual flavours and fillings became crucial weapon to deal with the competition. Russians are turning to local brands in greater numbers while ‘value for money’ is the new slogan. They want more variety at the shelves, while manufactures want to please the health-consious consumers with the increased usage of natural ingredients.
Competitive Landscape
Mondelēz International is the leading biscuit player in Russia. Mondelez continuously grows their presence in the Russian region, builds plants and invests in promotion of its brands, especially the original Russian biscuit Yubilenoiye. Besides the international gigant, the companies that sell some of the most popular brands in Russia are Lyubimiy Kray, Khlebny Spas and Sladkaya Sloboda.
Lyubimiy Kray is a major manufacturer of biscuits and gingerbread in Northwest Russia. They are the leader at oatmeal biscuits in Russian market while in the segment of gingerbread biscuits they are among top ten producers. Khlebny Spasis quite young company, established in 2004, but it managed to gain the trust of the Russian buyers. Sladkaya Slobodawas founded in 1999 and today is one of the leading Russian manufacturers of confectionery.
Brands
One of the most recognizable biscuit brands in Russia is Yubileinoye (Jubilee). They were released in 1913. by A. Siu and Co, later renamed in Bolshevik. Today the brand is a part of Mondelēz International portfolio. Initially, they were produced in honour of the 300th anniversary of Romanov Dynasty.
Read the full story, with insights on USA, Australia and India and the latest on their biscuit markets, in Biscuit World, Summer issue – out soon.
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