Our client is a multigrain flour brand. The product portfolio includes a wide range of products from classic wheat to special types: rice, corn, oat, flax, rye flour, as well as flour mixes. Our strategic goal is to brazil whatsapp data increase brand awareness in the niche segment.
Goals:
- increase recognition in priority regions;
- attract competitors’ Awareness Through Digital audiences.
Diving into the market
Wheat flour still remains at the top, accounting for 90% of the market. However, the winds of change are already being felt: traditional flour is gradually giving way to organic and gluten-free alternatives.
At the same time, the share of gregory cmar co-founder, cto online sales of flour through marketplaces is growing: modern consumers are increasingly choosing digital channels.
And most importantly, we have noticed how the healthy eating trend is changing consumer preferences. Awareness Through Digital The growing interest in alternative types of flour opens up a golden window of opportunity for our brand. This means it is high time to shape a new category in the minds of consumers.
What does demand and sales analysis show?
Alternative flours are gaining momentum: buckwheat is confidently leading with a growth of +16%, oatmeal and rye are on par (+9%). The reason is simple – growing attention to healthy eating and a gluten-free diet.
Classic wheat flour is business to consumer reviews growing more modestly (+3%). It seems that consumers are becoming bolder in experimenting with new varieties.
But Awareness Through Digital flax and corn flour are temporarily losing ground: -15% and -2% respectively. Most likely, this is due to the specificity of their taste and narrow scope of application.
The main insight for planning: the peak demand is in the spring season – Maslenitsa and Easter time. This is our ideal window to launch an advertising campaign.
Dynamics of demand for flour. Data: First OFD, excluding private labels. Source: Yandex Wordstat
The balance of power in the flour market
The mid-market segment is densely populated with players, but the real giant is “Konkurent 1”. It balances between the mass and niche segments, occupying a leading position in terms of sales in 2024.
What is especially interesting is the premium niche. It brings together brands for two audiences: passionate Awareness Through Digital confectioners and gluten-free food enthusiasts.
Analysis of the competitive environment helps to identify the main players in the market
Competitive situation
Competitor 1 dominates the 2024 market in both sales and distribution volumes. Its share has been steadily growing throughout the year, while other players maintain roughly equal but more modest positions.
An interesting point is that all major competitors use the power of umbrella brands. This works especially effectively for our main competitor: Awareness Through Digital their advertising campaign for pasta in 2024 gave a powerful boost to recognition of the flour category.
The key to success for leaders is simple:
- regular presence on shelves;
- expanded distribution and high availability of products throughout Russia (from small outlets to hypermarkets).