Falling incomes due to limitations in pandemic COVID-19 forced Russian consumers to be more attentive to prices. In may, the share of low price segment in food and goods of daily demand reached 17.7% against the annual average of 16.9%. Switching to cheaper products can give impetus to the development of its own brands (STM) networks: despite the crisis, consumers are less picky about the brands.Food and everyday consumer goods (FMCG) low price segment began to benefit from increased demand, told “Kommersant” in Nielsen. It is observed in almost half of the categories. As a result, the share of low price segment sales increased from an annual rate of 16.9% to 17.7% in may, data from Nielsen. The share of goods of the premium price segment opposite decreased from 35.8% in average for the year to 34.4% in may.The trend has been meat, fruit juices, water, tea, pasta etc., analysts say. So, if the average for the low-price segment accounted for 18.7% of annual sales of pasta, for 27 April—24 may, the rate reached 22.8 per cent. In the category of mayonnaise, the share of low price segment over the same period rose from 7.3% to 9.5%, in sales of chocolate candies in bulk — from 14% to 15.7%. The share premium in the category of pasta has decreased from 37,1% to 33.7%, in chocolates — from 30.8% to 28.7%.As the Director of work with retailers “Nielsen Russia” Konstantin Loktev, 24% of consumers surveyed in the country talking about the impact of the pandemic COVID-19 on the earnings that will affect the dynamics of FMCG sales in the short and medium term. Senior analyst at Gazprombank Marat Ibragimov also calls the trend a natural result of the reduction in consumers ‘ income due to quarantine restrictions and compression of the economy. The head of Ministry of Economics Maxim Reshetnikov was previously estimated fall of incomes of Russians in the second quarter of 6%, for the year, the Ministry expects a reduction in the rate of 3.8%. However, due to the reduction of income has changed and the perception of price tags, says Mr. Loktev. According to him, 66% of buyers in Russia noticed an increase in prices, although sales data suggests that during a pandemic the average cost of goods in the networks has not changed.In Auchan confirms the increasing transition of clients to products of low and medium price segments and the growth of demand for STM. They expect that in the near future the trend will continue. “Magnet” also see sales growth of STM, a large part of the range which is the segment of “first price”, about 20% YTD. This is due not only to a change in consumer behavior, but also with the optimization of the portfolio of STM, point there. X5 Retail Group (“Pyaterochka”, “Perekrestok”, “Karusel”), “Tape” and the Metro to the questions not answered.The increase in the share low price segment in the structure of sales is not the only signal to the market about the desire of consumers to save, said Konstantin Loktev. So, according to Nielsen, if during excessive demand share promo in FMCG declined to 45%, while in may the figure returned to pre-crisis value of about 50%. According to analysts, 30% of buyers in Russia are more often than before the pandemic, to look for the goods in the shops discounts.Senior analyst of “Aton” Victor Dima, however, serious further growth in the share of promotional’t expect: in the first quarter, the network showed a good growth of comparable sales, second quarter, judging by the comments of companies will also be successful. Besides network focused on the individual loyalty programs to retain customers, he recalls.Mr. Ibragimov believes that the current crisis may also be a catalyst for the development of STM, which are mostly in the low price segment: “This process has largely kept his distrust of the STM on the part of some consumers, but now against the background of falling incomes, they may become less demanding of the brands.” According to Nielsen, in the first quarter, STM accounted for 4.7% in FMCG. The “Magnet” and X5 are planning to increase the share of private label sales to 20%, according to the company presentations.Anatoly Kostyriv
