
By calculations research company “Nielsen” in 2024 year in Russian FMCG-market appeared 11 912 new brands, the total number of represented brands increased by approximately 13%. At the same time, 16% of new brands launched in
Prostock-studio/Shutterstock/Fotodom
A quarter of new brands (25.5%) are in confectionery products.
“Even two years ago in among the main categories in which new products were 4 food categories, .- commented Svetlana Bobrova, commercial director of Nielsen. – Of them now in top are only two – confectionery products and alcoholic beverages. We have repeatedly joked: when the market is changing, the consumer needs to “eat and drink stress.” But since last year the number of categories which are the most significant contributors to the number of new brands has been increasing, with the addition of non-food categories. And now by the 2024 year we see that non-food categories have strengthened in ranking, and in the top 10 industries in share of new new products with half of the non-food sector: goods for care of the body and hair, drugs for the home, care cosmetics and goods for washing.”
Source: “Nielsen”
Too many new brands are leaving the market: 16% of new brands 2023 of the year have already stopped selling.
At the same time the number of submitted in retail SKU – in 2024 year it reached 497 thousand pieces . With 80% in The Nielsen calculations are based on analysis of data of sales of more 180 retail networks Russia and manual audit in over more than 250 categories of daily demand.
Nielsen: The share ofGoodsSTMin theFMCGsectorhas reached14.9%