Как тренды меняют рынок продуктов питания
Люди все чаще предпочитают покупать здоровую пищу, из-за чего крупные производители еды несут потери и рынок продуктов питания меняет свою структуру, пишет Bloomberg. Самый яркий пример — проблемы, с которыми в прошлом году столкнулась компания Kraft Heinz, принадлежащая Уоррену Баффетту. Она занимает пятое место в мире по производству еды, но принесла своему владельцу чистый убыток в $10 млрд. Потрясения ждут и другие пищевые концерны, считают аналитики. Как меняется рынок продуктов питания? И какие наметились тренды в России? Тему продолжат Анна Пестерева и Иван Якунин.
Полуфабрикаты проигрывают экопродуктам битвуза кошельки покупателей. Россияне от мировых тенденций не отстают — мода на здоровый образ жизни возникла в стране несколько лет назад. Одним из первых ее «распробовал» бизнесмен Александр Лебедев, создавший сеть заведений «Петрушка», которые предлагают блюда правильного питания. По его словам, он не прогадал: «Мы отстаем, может быть, на год-два от основных европейских столиц. На первый взгляд, вроде бы состоятельные люди скорее задумываются о своем здоровье.
Но это не совсем так: мы как раз открываем свои заведения в провинциальных, маленьких городах, и, в общем-то, у нас не так плохо идут дела. Одно из главных условий — здоровое питание должно быть вкусным».

Число фермерских магазинов в Москве за последние три года выросло в 3,5 раза.
Их владельцы стараются выделиться за счет качества сервиса: одни предлагают рацион на целый день из авторских блюд, другие — обещают консультацию диетолога и программу питания. Вот и шеф-повар Тимур Абузяров решил освоить новый рынок. Он возглавляет несколько крупных ресторанных проектов, а теперь еще и запустил собственный сервис доставки еды Juicy Food.
Службе всего несколько месяцев, но, по словам ее владельца, он чувствует потенциал для роста бизнеса. По его наблюдениям, около 10% жителей крупных городов готовы полностью отказаться от полуфабрикатов:
«Люди уже знают, что такое здоровое питание, сервисы доставки такой еды, поэтому пришли сюда уже осознанно. По моим наблюдениям, в городах-миллионниках, наверное, уже процентов 10-15 жителей начинают следить за своим питанием. Я уверен, что немало производств будет открываться. Даже многие из моих знакомых, партнеров, фермеров ежегодно открывают новый продукт для рынка, допустим, утку, морепродукты, овощи».
По моим наблюдениям, в городах-миллионниках, наверное, уже процентов 10-15 жителей начинают следить за своим питанием. Я уверен, что немало производств будет открываться. Даже многие из моих знакомых, партнеров, фермеров ежегодно открывают новый продукт для рынка, допустим, утку, морепродукты, овощи».
Каковы перспективы российского рынка органических продуктов питания

Вместе с рынком растет и производство полезных продуктов. Причем фермеры готовы к экспериментам, лишь бы угодить клиенту. Так, предприниматель Павел Абрамов пять лет назад основал компанию «Черный хлеб». Наряду с привычными российскому потребителю рожью и овсом мужчина начал выращивать особый вид пшеницы — полбу. Еще несколько лет назад о ней почти никто не знал, а теперь заказов полно, говорит господин Абрамов: «Наш оборот растет ежегодно, и я могу предположить, судя по опыту зарубежных стран, что эта тенденция — рост спроса на здоровое питание — будет длиться еще много лет, даже несмотря на то, что доходы населения падают».
В Краснодарском крае в этом году планируют начать выращивать другую модную крупу родом из Южной Америки — киноа. В свою очередь, запросы россиян видят и ритейлеры и стараются их удовлетворять. Например, «Азбука вкуса» все больше стеллажей отдает под здоровую еду. А скоро экопродукты составят большую часть ассортимента, говорит директор по связям с общественностью сети супермаркетов Андрей Голубков: «На сегодня, по нашим подсчетам, примерно четверть ассортимента можно отнести к здоровому питанию, и мы планируем довести эту долю до 80%.
Как мы видим по нашей статистике, порядка 40% покупателей уже точно читают состав и очень серьезно и внимательно к этому относятся.
Нам как торговой сети эта тенденция достаточно выгодна, потому что все-таки с помощью продукции, которая является нетривиальной, товаром не масс-маркета, мы еще можем получить некую дифференциацию, то есть отличаться от других игроков рынка».
Крупные производители продуктов вынуждены считаться с новыми трендами. Coca-Cola Company, например, обратила внимание на собственные бренды минеральной воды: в компании не исключают, что скоро ощутимую прибыль будут приносить именно эти, некогда вспомогательные направления бизнеса.
Объем рынка экологический продуктов питания в России составляет около 500 млрд руб. в год, следует из данных аналитиков.
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