IDM | Markets Shaken amid quality scandals The yogurt market in Russia The Russian yogurt market experienced strong fluctuations in 2015 as the overall volume of sales reduced by 3% to 790,500 tons versus 2014, following estimations of the Maksioma consulting agency. Domestic production was reduced by 1.5% to 765,500 tons while imports amounted to 25,000 tons. Compared to 2013 this figure is nearly three times lower. 8 · 9 2016 | international-dairy.com Other Russians consulting agencies post similar statistical information, indicating that in general the yogurt segment is going through a period of turbulence. Research by Maksioma says that the drop in sales and production was associated not only with the embargo but also with falling purchasing power of the population and frustration of many customers with the nutritional characteristics of yogurt. For instance, in 2010-2013 the yogurt market showed the strongest pace of growth among all segments of ther Russian dairy market – a growth rate of 10.4% in total. This was connected with the growing wealth of the average Russian citizen and active advertisig campaigns of Wim Bill Dan and Danone, who created an image of yogurt as a the key point of healthy diet. In 2015, however, consumer tastes Author: Vladilav Vorotnikov, IDM Correspondent, Moscow Russia sees a fall of yogurts production due to the decreasing purchasing power of consumers and a number of other problems
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