Russian Marketing Directors Summit 14th-16th 2008 Marriot Grand Hotel, Moscow

Consumption situations

0%

50%
75%

100%

For breakfast at home To have a snack at work/study For supper at home In the country For dinner Other No answer
)
Q. In what situations do you usually eat instant porridges?

26%

27%

20%

1%

1%

1%

Data source: Omnibus Sum 08

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Emotional State Expectations from Breakfast and Cooking Process Abstract Associations

Benefits Saves time A village house/ Domik v derevne and grandmother with jugs (advertising images)

Lightness Lazy state (dopey morning / twilight zone between sleeping and waking) A break before important day Desire to wake up Haste

Fast cooking process Tasty Nutritious Healthy Light (no heaviness in stomach)

Allows moving quickly when getting to work

Data source: Ipsos Innoscreen, Sept 08

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Consume frequency (mean)
6,0 5,5 5,0 4,5 4,0 3,5 3,0 2,5 2,0 1,5 1,0 0,5 0,0 0
Vegetables Milk Chocolate / sweets etc. Juices Kefir / ryazhenka Nuts / dried fruit Instant porridges Milk cocktails Fast cooking porridges Cacao Muesli / muesli bars Vareniks Zapekanka Biscuits Pastry / cakes Sausages / ham / cheese w/o bread
Average consume frequency ~ 3,4 times during past week

Niche breakfast products

Tea Coffee

Most typical breakfast products

Sandwiches / toasts

Fruit

Drinking yoghurts Tvorozhki / spoonable yoghurts Eggs / fried eggs

Tvorog Regular porridges Breakfast cereals Pancake / syrniki

Average penetration ~28%

Less typical breakfast products

5 10 15 20 25

Widespread but used less often

35 40 45 50 55 60 65 70

30

Penetration (%)

75

80

Past week
Data source: Ipsos Innoscreen, Sept 08

41% 59%

Consumers
Base: 3 500

Non-consumers
SS
Significant difference Between universe and target audience

Data source: Omnibus Sum 08


Oat flour 6 500 t

Total OATS (harvest) 480 000 t

Processed oat 223 000 t

Traditional (Gerkules) cooking time >10 min 149 350 t

11.85; 5% 61.8; 28%

Traditional FCP IP

Oat flakes 73 650 t

Instant porridge 11 850 t Fast cooked porridge 61 800 t

149.35; 67%

Data source: APK Russia

Share of consumers
Regular consumers Occasional consumers Non-consumers

Penetration

Frequency (times per month)

7.5 8.1

Traditional

Sum' 2007 Win' 2007

45% 46%

10% 8%

45% 46%

55% 54%

Quick-cooked

Sum' 2007 Win' 2007

15% 6% 18% 6%

79% 76%

21% 24%

4.9 5.8

Instant

Sum' 2007

9% 6%

85% 83%

15% 17%

4.3 5.1

Win' 2007 10% 7%

Base: All respondents (3500)

Penetration level of quick-cooked & instant porridges AND consumption frequency of all the Regular consumer a respondent that consumes toproduct no less than 2-3 times a month porridge types is significantly HIGHER compared a Sum 2007. Supposedly the category respondent that consumes product once a month and less often Occasional consumer ais seasonal affected: level ofaconsumption is higher in cold seasons Significantly higher/ lower

Q.2. How often do you eat each of these types of porridges? Data source: Omnibus Sum 08

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THIS IS WHERE THE FIRST ACTUAL MEAL IS EATEN THE FIRST BREAKFAST AS WELL AS THE SECOND ARE BOTH LOCATED AT WORK
THIS TIME FRAME IS RADIO DZIELONE Z RESERVED MOSTLY INNYMI FOR WORK Dinner is the first meal eaten together with the family

IN EARLY MORNING HOURS BREAKFAST IS RATHER NOT EATEN

Often the only meal is coffee or tea Only children eat breakfast (although in the case of younger children breakfast is sometimes eaten in kindergarten)

AT HOME MORNING: 06h00-08h00 06h00FORENOON

OUTSIDE THE HOME NOON AFTERNOON

AT HOME

about 06h00-07h00 06h00Sleep is extended to the maximum Preparing to leave home Doing the necessary things With respect to eating (mothers) focus on the children. Satisfying own needs postponed

about 09h00

about 11h00-12h00 11h00-

Time for the first breakfast the first real meal during the day Eating breakfast at work has its limitations consuming ready products is common: those that are fast and easy to produce and eat

The second breakfast For some women second breakfast is the first significant (nutritious) meal of the day if they had only had small snacks beforehand All in all products the same as in case of first breakfast are eaten: dairy and cereal products are predominant

Data source: Millward Brown SMG / KRC, July 07


Not requiring effort to prepare Possible to prepare at work (e.g. no need to heat milk!) Contains nutrients: vitamins, carbohydrates, minerals), guaranteeing the proper functioning of the organism Does not make you feel heavy

Healthy

Does not linger in the stomach No feeling of overeating

Convenient
Quick to prepare and eat Not requiring much time but at the same time giving the feeling that I am eating something healthy (without preservatives which are associated with fast instant dishes)

Light

BREAKFAST
Pleasantly fills the stomach, eliminates the feeling of a sucking in the stomach Allows one to endure to another meal without the need to have a snack along the way

Fast Energyproviding

Satiating

Allowing a more efficient completion of everyday tasks

Data source: Millward Brown SMG / KRC, July 07

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Reasons for porridges rejection
75% 61% 60%

58% 50%

Traditional porridge (1564)

30% 25%

29%

32%

Quick-cooking porridge (2756)

14% 9% 5% 0% 3% 3% 2% 3% 3% 11% 1% 8%

11% 5% 3% 3%

Instant porridge (2966)

Don't like porridge/the type

Don't have time for preparation

Don't like to prepare porridge

Porridge isn't a natural product

It is not nourishing

There are few Other reasons vitamins (no more than)

Base: Rejecters of different types of porridges (base is shown in each group)

Q. Why dont you eat certain type of porridge?

Data source: Omnibus Sum 08

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Rural population 38,7 mln Urban population 104,1 mln Dont like porridge 41% / 42,7 mln Rejecters 60% / 25,6 mln Other purposes 40% / 17 mln Instant porridge 27% / 16,7 Fast cooked porridge 38% / 22 mln Traditional porridge 92% / 56 mln Target audience
*Income: middle and high (>10000Rub) (67%) 16-64 age (50%)

Total Russia population 142,8 mln

Other purposes 5,7 5.7 mln Instant porridge TA 5,3 mln Fast cooked porridge 7,3 mln Traditional porridge 18,7 mln

Porridge consumers 59% / 61,4 mln

Data source: APK Russia

 ()
Traditional
0% 50% 58% 54% 31% 7% 2% 2% 6% 1% 0% 2%
2% 11% 10%

FCP
0% 22% 33% 18% 43% 50%
0%

IP
50% 15%

Natural product It is good for stomach Contain vitamins and minerals It is convenient to prepare Tasty, nutritiously, useful When is nothing else to eat No answer To have a snack Price suits me

38% 17%

Data source: Omnibus Sum 08


Traditional
Consumption based on price Consumption based on naturality + there are no time constraints for cooking

FCP
Consumption based on balance between Convenience & Naturality due to lack of flavors, additives etc.

IP
Consumption based on convenience (time/no cooking skills required/less dishwashing etc) Consumption based on taste various additives and fruits (hedonism) but still healthy for stomach (since it is healthier than sandwiches etc) and natural Healthy snack at work

Data source: Omnibus Sum 08

 ,
2,2 mln Dont have time for preparation 30% / 1,7 mln Isnt a natural product 32% / 4,7 mln 6,3 mln Naturality & vitality Convenience

Dont like to prepare 9% / 0,5 mln

Instant porridge TA 5,3 mln

There are few vitamins 11% / 1,6 mln

TA:

Nourishment

Not nourishing 11% / 1,5mln 1,5 mln

*Income: middle and high (>10000Rub) (67%) 16-64 age (50%)

Data source: APK Russia, Omnibus Sum 08

 .
Not requiring effort to prepare Possible to prepare at work (e.g. no need to heat milk!)

?
Healthy Light

Does not make you feel heavy Does not linger in the stomach No feeling of overeating

Convenient
Quick to prepare and eat Not requiring much time but at the same time giving the feeling that I am eating something healthy (without preservatives which are associated with fast instant dishes)

BREAKFAST
Pleasantly fills the stomach, eliminates the feeling of a sucking in the stomach Allows one to endure to another meal without the need to have a snack along the way

Fast Energyproviding

Satiating

Allowing a more efficient completion of everyday tasks

Data source: Millward Brown SMG / KRC, July 07

Pe rfo rm a

:
1

-3

Feel

24 Butter 25 Sour-cream 38 Eggs 59 Pasta 7 Beauty 23 75 Sausages 26 Cheese Cream 61 Sugar 76 Ravioli 0.5 74 Wurst 35 Poultry 37 Fish / seafoods 62 Salt 46 Energy drinks 14 Chocolate tablets 22 Milk 1 Protection 8 Give Birth to Healthy Children 73 Instant soups 8 Honey 60 Vegetable oil 27 Cottage cheese 5 Healthy Aging 16 Chocolate drops 47 Cocoa 17 Chocolate bars 67 Nuts / seeds 0 31 Grains Look Good 1.5 11 Regular sweet cookes -2.5 -2 -1.5 -1 -0.5 0 0.5 1 18 Boxed chocolate sweets 53 Vegetables 15 Bulk chocolate sweets 44 Juices 56 Fruits 13 Cookies with cholocate 65 Wheat sprouts 54 Dried fruit 72 Seasonings cover / filling 52 Black soluble coffee 28 51 Tea 55 Fruit or vegetable puree Other sour-milk product 1 Confiture 19 Youhgurt drinks -0.5 20 Youhgurts 21 Kefir 50 Non-foaming mixes Good 48 R&G coffee 70 Bullion cubes / powder 3 Digestion 34 Breakfast cereals 63 Bran broth 4 Jam 29 Fast cooking cereals 6 Baked cakes, rolls 32 Muesli 7 Fruit jelly 30 Instant cereals 9 Cheer Up 12 Pastila 43 Flavored still water 58 Bread sticks 33 Muesli bars 49 Foaming mixes 42 Cereal drinks -1 3 Waffers 45 Bottled cold tea 39 Bottled still water

nc e

71 Instant meals

36 Meat 57 Bread

cs eti sth Ae

4 Performance

2 Weight Control

o o ti Em 66 Crackers /salty cookies

ns

9 Ice-cream 69 Chips

2 Waffer cakes 10 Non-chocolate candy 5 Marshmellow 41 Carbonated soft drinks 68 Bread crisps
-2

40 Bottled carbonated water

-1.5

eig ht

Co n

tro l

Data source: Consumer needs segmentation study Sum08

: , ( 3 )
100

Feel Good Dimension: functional aspect more important than emotional

Size = frequency
90

Importance (Top 3)

80

70

Kids Growth and Development

Satisfy Hunger / Quench Thirst Protection Performance

60

50

Digestion
40

Weight Control Indulgence, Cheer Up Give Birth to Healthy Children Healthy Aging Beauty (skin/nails/teeth/hair)

30

20

10

0 Data source: Consumer needs 20 segmentation study Sum0840 0

past year
60 80 100

 Healthy Aging: Gaps

6.7 6.6 6.5 6.4

Maintain potency / sexual functioning

Size of the bubble = degree of correspondence between motive and Needstate:

Satisfaction Mean

6.3 6.2 6.1 6.0 5.9 5.8 5.7 5.6 5.5 5.4 5.3 5.2 5.1 5.0 4.9 4.8 4.7 4.6 4.5 0% 5% 10% 15% 20% 25% 30% 35%

To clear body from dross and toxins Improve joints mobility Prevent caries To strengthen nervous system Improve blood circulation Prevent loss of sight / improve eyesight Strengthen bones

Ensure balanced nutrition

Motive primarily corresponds to this needstate

Improve cardiovascular system functioning

Motive has high correspondence with this needstate, but is primarily related to another needstate

Improve your climax condition

Help liver functioning

Relieve insomnia Prevent diabetes

Motive has average correspondence with this needstate and is primarily related to another needstate

Penetration of motive within Needstate

Lower blood pressure
(% of consumers who attribute motive to this needstate among those who have this needstate)

Data source: Consumer needs segmentation study Sum08

5,0

Healthy Aging:
Vegetable oil Grains Fish / seafoods

4,0

Color of the bubble = degree of product relevance to Needstate:

3,0

Wheat sprouts Butter

Honey Milk Dried fruit Eggs Vegetables Fruits Cottage cheese

Flavored still water

2,0

High relevance

Relevance to Need

1,0

0,0 0

Bran Cheese Fast cooking Sour-cream Meat Cream cereals Other sour-milk Instant cereals products Kefir Seasonings Poultry Juices Bottled still water 10 20 30 40 50 Jam Tea Nuts / seeds Muesli Youhgurt drinks

Medium-high relevance
80

60

70

-1,0

Average relevance

-2,0

Bread Bottled carbonated water Breakfast cereals Chocolate tablets

Youhgurts

-3,0

Average-low relevance
Penetration of motive within Needstate
(% of consumers who attribute product to this needstate among those who have this needstate)

-4,0

Low relevance

-5,0 Data

source: Consumer needs segmentation study Sum08

5,0

Healthy Aging:
Color of the bubble = degree of

4,0

Relevance for the need

3,0

Reduced / without cholesterol

Reduced salt

characteristic relevance to Needstate:

Reduced sugar Vitamin D Minerals Omega 3 Vegetable Calcium Zinc additives Lacto bacteria Phosphorus Probiotics 1,0 Antioxydants Vitamin E Decaffeinated Iron Magnesium Reduced Contains fructose Foil Acid carbohydrates Without GMO 0,0 Vitamin A 40 Reduced20 fat 0 Prebiotics 10 30 50 60 Other vitamins Vitamin C Reduced calories Vitamin B Other minerals Cellulose -1,0 Vitamins Appropriate portion Without size Bifid bacteria preservatives
2,0 -2,0

High relevance

Medium-high relevance

Average relevance

Without yeast Many different variants/tastes

Contains useful bacteria

-3,0

-4,0

Enriched with protein With caffeine

Average-low relevance
Penetration within the Need

-5,0

(% of consumers who think this attribute is important within this need among those who have this need)

Low relevance

Data source: Consumer needs segmentation study Sum08

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Protection Improve metabolism Prevent loss of eye sight Prevent / not evoke allergic reactions Better assimilation of vitamins and microelements Beauty Strengthen hair Improve facial color Help hair look good Prevent caries Strengthen nails Digestion Improve gut organisms Improve metabolism Clear body from dross and toxins Healthy Aging Help liver functioning Improve cardiovascular system functioning 74 high index Prevent loss of sight 68 average-high index Strengthen bones
Data source: Consumer needs segmentation study Sum08

119 119 119 107

Performance Not to feel drowsy, stay toned Improve memory Weight Control Lower fat depot Prevent / get rid of cellulites Mood Control Relax, calm down To strengthen nervous system Relieve insomnia Relieve hangover Kids Growth and Development Strengthen teeth Strengthen bones Prevent caries Improve assimilation of vitamins and microelements Provide child with necessary vitamins and microelements

134 120

124 112

124 128 124 122 116

107 113 115 115

131 131 115

94 86 108 74 74

115 109 109 105

Ipsos summer 08


Shopper insight , , - ! !!!

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