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NielsenIQ: Fewer new products appear on the Russian market

NielsenIQ: на российском рынке стало появляться меньше новой продукции

In January-June of this year, more than 3.3 thousand new brands of food products and fast-moving consumer goods (FMCG) appeared on the Russian market, which is 18% less than in the same period in 2023, Kommersant reports, citing NielsenIQ data.

Nekrasov Eugene/Shutterstock/Fotodom

Nekrasov Eugene/Shutterstock/Fotodom

According to the company's calculations, the total turnover of new products in the first half of 2024 was RUB 7.5 billion. This is approximately 25% more year-on-year.

The increase in sales of new brands against the backdrop of a reduction in their number is caused, among other things, by rising inflation, explains NielsenIQ Client Director Saltanat Nysanova . According to Rosstat, in June, annual inflation was 8.59%. Another reason is the appearance on the market of a significant number of brands offering everyday goods in the premium segment. A year ago, the situation was the opposite, when more brands were launched in the low price segment, including private labels ( PLs ) of retailers.

According to the Association of Retail Companies, the share of private labels in the total sales volume of federal retail chains currently exceeds 20%, and for some discounter chains this figure reaches 60%. Commercial Director for Private Label and Import Management at the Lenta chain, Aleksandr Kotlyarov , reported that the company does not plan to actively introduce new brands this year, since most of these products were launched last year.

The largest number of new brands — about 96 — were launched by beer producers in January-July of this year, NielsenIQ noted. In addition to drinks, the top by number of new products included various types of snacks and desserts, including chips, chocolates, yogurts, and ice cream.

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