Consumers in Russia are seeking to incorporate plant-based foods into their diets. Plant-based nutrition is gaining importance among more people following vegetarian diets, including those adopting vegan diets. The attractiveness of plant-based proteins is diverse, as with other behaviors. For many customers, the rationale for preferring plant-based proteins focuses on the correlation of health benefits, superior nutritional value, and the desire to reduce meat consumption in modern times.
The growth in the plant-based protein market is primarily driven by changing food preferences. The rise in the ‘flexitarian’ consumers — individuals who consume meat and dairy products, however, are willing to reduce consumption — is primarily creating demand.
The recent growth of the plant-based protein industry in Russia provides opportunities for major food processing companies and new entrants. The plant-based protein market is rather fragmented in Russia with the presence of large companies such as ADM, Cargill, Cosucra Groupe Warcoing S.A., DuPont de Nemours, Inc., Kerry Group, NOW Foods, Ingredion Incorporated, Tate & Lyle, and Beyond Meat. Moreover, the plant protein market is at a relatively nascent stage in its
development; therefore, several start-ups and relatively small businesses are entering the market. Also, the industry is getting support from growing restaurant and foodservice outlets for the sales of plant-based foods. Consequently, ConsumerIntel360 projects that the growing competition is expected to allow retailers to put more private labels into the marketplace.
The Russian plant-based protein producers are primarily competing with conventional animal-protein companies such as Cherkizovo Group, Miratorg, Cremonini SPA, Zarechnoe, AgroPromkomplektaciya, and others. These major companies have also developed high brand awareness and a broad customer base in the animal-protein market in Russia. Because of the high-volume production and lower manufacturing costs, traditional animal protein producers are able to decrease their food prices than plant-based protein products. Additionally, plant protein producers are also facing stiff competition from conventional companies in the plant-based protein market as well as in the plant-based meat market, such as Greenwise, Beyond Meat, and Moving Mountains.
Rapid business growth creates opportunities for startups. Companies such as Greenwise and Moving Mountains are planning to expand their product line this year to reduce Russia’s meat consumption by offering plant-based alternatives to popular meat products.
Additionally, retailers are willing to provide shelf space for plant-based products. Retailers such as Azbuka Vkusa, VkusVill, Globus, and X5 Retail Group are willing to provide separate sections for vegan and vegetarian products — not only in physical stores but also in their online portals. Small and large retailers include these products in their marketing campaigns because they emphasize the availability of plant-based, animal-friendly, and green products in their stores.
