FDBusiness.com

Currently, 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 new study published by consumer insight firm Canadean. The company’s latest report states 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. However, for Veronika Zhupanova, Analyst at Canadean, there is reason for optimism: “The numbers show that while women are considered a wider audience, men represent a substantial market with genuine growth potential.”

Canadean’s research reveals that 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. Indeed, 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. The implication is clear: snack manufacturers can appeal to males by engaging their pleasure-seeking side.

Veronika Zhupanova explains: “While we have seen a number of savory snack launches targeting men, current innovation is mostly unisex. 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.

Veronika Zhupanova continues: “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. 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 clearly designed to appeal to a male audience.