GFK Report on Moldovan HVA Products on the Russian Market

Results from a study on Moldovan Agricultural Products on the Russian Market (in Moscow) are now available. GfK company under contract with CNFA carried out this study in November and December 2004. The overall goal of the research was to collect and analyze information that could help the Moldovan producers/exporters to meet the demands of the Russian high value agriculture (HVA) market in order to expand their share of that.

The study was divided in two parts:

1. A «Usage and Attitude» study in selected agricultural product categories, such as fresh fruits and vegetables, frozen food and vegetables, dried fruits and vegetables, pickled / marinated vegetables;
2. A «professional overview» of the Russian HVA market;

GFK also conducted additional studies of specific attitudes towards the Moldovan HVA products as expressed by the end consumers, as well as by importers/distributors.

Key issues discussed in the study include:

— Product categories common attributes; associations and stereotypes; key consumers purchase drivers in the categories of the country of origin / brand / price;
— Key barriers within the product categories and consumer vision of relevant markets in retrospective and perspective: traditions, changes, trends and expectations;
— Market segmentation / niche for Moldova agricultural products and reasons;
— The level of satisfaction with available variety of products and a search for unmet needs;
— Consumer perception of key players on the market (by countries / brands) in terms of rational and emotional attributes.
— Distribution practices within the industry: decision-making, distribution network, key requirements towards imported products;
— Expectations from Moldova agricultural products in terms of quality / price;
— Awareness of Moldovan agricultural products / specific brands;
— Perceived advantages / disadvantages of Moldovan agricultural products in terms of usage and revenue;
— Specific barriers for extending the niche of Moldova products, and overcoming possibilities.

The full report in English is available for download, along with an abbreviated Russian version.