The average Russian man consumes savory snacks less often than his female counterpart, presenting new opportunities for manufacturers to appeal to indulgence-seeking men, according to a Canadean study.
It finds that the Russian savory snacks market was valued at US$2.7 billion in 2015, and is forecast to grow at a rapid compound annual growth rate of 10.1% to reach US$4.3 billion by 2020.
In Russia, men account for 43% of total savory snack occasions, despite representing 46% of the population.
On average, Russian men consume savory snacks on 93 occasions per year, compared to 105 for females.
“The numbers show that while women are considered a wider audience, men represent a substantial market with genuine growth potential,” says analyst Veronika Zhupanova.
While comfort food might traditionally be more associated with a female audience, it is men who are far more likely to turn to savory snacks as a means of relaxing.
Nearly 30% of the volume of savory snacks eaten by men is driven by this, compared to 21% for women.
Moreover, indulgence plays a more significant role for men compared to women, driving 39% of men’s consumption, and 28% of women’s consumption respectively.
This means snack manufacturers can appeal to males by engaging their pleasure-seeking side.
“While we have seen a number of savory snack launches targeting men, current innovation is mostly unisex,” says Zhupanova.
“In this way, indulgent snacks that are overtly masculine in design and positioning can stand out from the crowd.”
By targeting Russian men, manufacturers face a tricky dilemma.
While the demographic reports being motivated by emotional cues like a desire for relaxation, men typically reject concepts that come across as being overtly emotive.
“There are several options available to manufacturers, such as dark-colored packaging, larger ‘male’ sizes, and claims such as ‘rich in protein’, which are all concepts that generally appeal to men more than women,” says Zhupanova.
“Products such as nuts and seeds can more overtly target ‘masculine’ occasions, such as restoring energy after a workout.”
One example for companies targeting the Russian savory snacks market is Just Brutal ‘manly’ chips from Belarus.
While the product does not target men explicitly, the product’s masculine design and flavors, such as Bloody Mary and Steak, are designed to appeal to a male audience.
