Table C. Definition of the Social Status of Customers at Moscow Stores
White Collar 63.50%
Blue Collar 12.40%
Housewives 11.40%
Students 6.23%
Intelligentsia 0.38%
Pensioners 0.22%
Indigent 0.16%
Entrepreneurs 0.16%
No response 0.06%
The women polled judged the goods they bought by two sets of characteristics:
(a) Product perception:
information derived from advertisements
opinion of acquaintances
opinion of brand (have purchased it previously)
(b) Physical characteristics:
price
freshness; manufacture and expiration dates
calorie and nutritional content
ecological purity
external appeal
country of manufacture
brand name
The most important characteristics of goods for the women polled were as follows: freshness - 71.88%, price - 56.8%,
expiration date - 54.6%, vitamins, fats and so forth - 36.3%, ecological purity - 30%. 36% were concerned with the
opinions of their acquaintances, and only 15% of customers were concerned with packaging. Thus, freshness, price,
expiration dates and recommendations play the greatest role ininfluencing decisions
to buy goods.
VII. Trends in the Food Marketing System
A major objective of the Russian government is to encourage the development of domestic sources of food products. Due to the inferior quality of Russian production equipment and methods, most Russians rightly assume that most food products produced abroad are of superior quality to those of Russian production. Foreign products are preferred by those who can afford them. Agrarian reform is a basic tenet of the government's program, with the primary goal being to create fundamental institutions of an effective market economy on the basis of private ownership of land and other means of production, development of entrepreneurial activities in the agrarian sector and establishment of conditions for attracting foreign investments.
The following conditions must be present in order to achieve this goal: creation of a normative legal basis for privatization of land; re-organization of collective and state farms on this basis and the creation of a broad network of farms as the basis for forming market structures in the spheres of production, processing and trading of foodstuffs.
Currently the tempo of agrarian reform has slowed down in Russia for the following reasons: a sharp decrease in volumes of investment in AIC development and their use. In 1993 only 2.5 trillion rubles was used out of the total volume of 4.1 trillion rubles budgeted; a slowing down in the pace of creating new farms and a reduction in the number of farms. On the average in 1993 14 farms out of each 100 newly-created collapsed, while in 1994 this indicator rose to 20 out of 100. In 1993 and 1994 more than 20,000 farms ceased operations due to rising difficulties with material and technical supplies and a worsening financial situation.
This resulted in the following negative effects: a decrease in production volumes for primary types of agriculture production in 1994 by an average of 15% compared to 1991; a decrease in production volumes for primary types of foods in 1994 by an average of 25% compared to 1991.
Compared to 1990 public consumption in 1994 of meat and meat products decreased by almost 30% and consumption of milk and dairy products decreased by 32%. If the disintegration of the food industry continues at the same pace over the next 3-4 years the level of agricultural production will have regressed to levels of 30 - 35 years ago. This will result in the drastic decrease in the quantities of domestic foodstuffs, increased dependence on imports, unemployment, curtailment of machine tool building etc. Russia still has a long way to go before achieving the classical understanding of a food market system. So far, only separate aspects have been formed which are not interconnected due to the absence of a precise normative and legal foundation and the reluctance of the Russian government to free up private production.
Currently the food market system in Russia includes the following elements: domestic manufacturers of agricultural production and foodstuffs; food importers; enterprises and organizations which engage in the purchase and sales of food, including federal and commercial structures which work together on the basis of general agreements, and independent commercial structures which engage in purchase and sales of food on an independent basis. A graphic illustration of this is the development of the food market system in Moscow. According to one of the directors of the Department for Food Resources in Moscow, the city currently receives food through three channels: from federal resources, through commercial structures (about 70) which have concluded general cooperation agreements with the Department, and through commercial structures which supply food on an independent basis. This multi-channel system works successfully; at least, there have been no serious interruptions in food supplies to Moscow in more than a year. The Moscow government has also established a special state enterprise called the Moscow Food Contract System which will conclude economic agreements, contracts, purchase food and "act in close conjunction with trade and wholesale enterprises throughout the city".
Importers have played a significant role in the formation of the food market system. A list of importers from the former Soviet republics and other countries is provided in the Appendices along with a description of import structure.
An analysis of data in shows that import covers virtually the entire assortment of foodstuffs and initiates from all the continents; however, Europe holds the leading position in both volumes and variety of food import.
As for development prospects for the food market system the following should be noted: namely, the future of this system depends a great deal on the effectiveness of land reform, the pace of land redistribution to the private sector and the development of a material and technological foundation for the food industry and investments. Specific measures for the purpose of developing the food market system are set out in Decision No. 638 of the Government of the Russian Federation (dated August 27, 1992) which states that from 1993 investment funds shall be allocated from the federal budget for the realization of the following federal programs: "Sugar", "Vegetable Oil", "Baby Food", "Salt", "Rebirth of Russian Villages and the Development of the AIC". In actuality, financing of these programs in 1993 consisted of only 41% of the 1992 financing.
According to specialists and independent experts the future of the food market system will depend more on the activity of independent commercial structures and private organizations than on the activity of federal bodies. Experience of the past two years has confirmed this hypothesis. Independent commercial structures are more active in the market, have a greater effectiveness, and most importantly, they are closer to the market and the consumer, thus having a better opportunity to study consumer interests and to find the necessary (according to demand) suppliers of food both in Russia, the CIS and abroad. Another important factor in favor of independent commercial structures is that they possess adequate financial resources.
Thus, as we can see, the future of the food market system will be defined not only by federal bodies but also by private independent commercial structures. Confirmation of this can be found in extracts of the current Prime Minister, Viktor Chernomyrdin's, speech "Primary Tasks of Government Foreign Economic Activity Policy" which provides for the following to occur with foreign countries:
assistance in the structural rebuilding process and support of domestic manufacturers by way of regulation of foreign competition on the domestic market; assistance placing foreign orders at domestic enterprises; protection of the interests of domestic exporters in foreign markets; assistance in the development of international cooperation between Russian enterprises and foreign firms to produce export-oriented machine tools, equipment and food which will be competitive on the markets; The decrease of grain and other food imports, the demand for which should be satisfied by domestic producers.
And with CIS countries: development of production cooperation and direct ties between enterprises, sectors and regions in the near abroad which would provide the necessary government support to these processes; unification of tax policies; establishment of preferential treatment for using currency funds received from sales of goods and services under agreements for industrial cooperation; convergence of national legislation norms regulating cooperative and direct ties between enterprises and sectors; achievement of the eventual elimination of current tariff and non-tariff restrictions on mutual trade, creation of a Customs Union within the CIS which will provide for the free movement of goods, work and services in a common customs zone. This will help form a common market in the CIS for goods, services, capital and work force. These measures shall undoubtedly play an important role in establishing a food market system in Russia and shall guarantee its integration into a food system with the former republics and foreign countries.
VIII. Appendices & Tables
Appendix 1, Table 1.1, Some Rates of Customs Duties
Brief Goods Description
Rate of Duty (as % of Customs Value or in ECU)
Turned milk and cream, yogurt, kefir and other
fermented or curdled milk and cream, concentrated
or unconcentrated, with or without added sugar or
other sweeteners and aromas, with or without
added fruit, nuts or cocoa 10
Butter and other milk fats 15
Carrots, turnips, beets, celery root and other root
vegetables, fresh or refrigerated 10
Cucumbers and cornichons, fresh or refrigerated no duty
Animal and vegetable fats and oils; separated
products; prepared cooking fats; animal or
vegetable waxes 5
White sugar 20
Water, including natural or artificial mineral water
or carbonated water free of added sugar,
sweeteners or aromas; ice and snow 10
Coffee, tea, Paraguay tea and spices no duty
Sausages and similar meat products, meat
subproducts or blood; foods made from those
ingredients 20
Products made from cereals, flour, starch and milk;
baked goods 15
Baby food. no duty
Table 1.2
RATES OF EXCISE DUTY ON SPECIFIC TYPES OF GOODS BROUGHT INTO RUSSIA
(Extract from Appendix 1 to Order No. 388
of the State Customs Committee dated August 1, 1994)
Vodka 3.5 ECU/L
Plum, pear or cherry alcohols, including liqueurs 3 ECU/L
Fortified juices 30%
Ethyl alcohol, non-denatured alcohol with an alcohol
content of at least 80% 400%, but not less than 4 ECU/L
Malt beer 0.3 ECU/L
Wines, natural wines, fortified wines 0.5 ECU/L
Sparkling wines 1 ECU/L
Vermouth 1 ECU/L
Other fermented beverages 0.5 ECU/L
Whisky 5 ECU/L
Rum and palm liquor 5 ECU/L
Gin and juniper beverages 5 ECU/L
Other hard liquors 5 ECU/L
Table 1.3
LIST OF GOODS EXEMPTED FROM VALUED ADDED TAX UPON IMPORT INTO THE
TERRITORY OF THE RUSSIAN FEDERATION
(Extract from Appendix 1 to Order No.338 of the State
Customs Committee dated August 1, 1994)
GOODS CODE GOODS DESCRIPTION
Group 1 Live animals
Group 2 Meat and poultry meat products
Group 3 Fish and shellfish, mollusks and other aquatic invertebrates
Group 4 Milk and dairy products; chicken eggs; natural honey; animal products which are not listed in other categories
051000000 Gray ambergris, castoreum...
060210-060220; 060291000;
060299300 Other live plants (and their roots), cuttings, branches, mushroom spawn
Group 7 Vegetables and some edible root vegetables and crops
Group 8 Edible fruits and nuts; citrus and squash zest and skin
Group 9 Coffee, tea, Paraguay tea and spices
Group 10 Grains
Group 11 Milling production; malt; starch; alant starch; wheat gluten
Group 12 except for:
120300000, 120720, 120730, Oil seeds and fruits; other seeds, fruits and grains;
120799, 120930000, 120999 medicinal plants and plants for technological purposes; hay and fodder
1302 Juices and vegetable extracts; pectins, pectinates and pectates
Group 15 Fats and animal or vegetable fats; lipolysis products; prepared edible fats; animal r vegetable waxes (except for goods classified as "for technical and industrial use, except for the production of foods for humans")
Group 16 Products made from meat, fish or shellfish, mollusks or other aquatic invertebrates
Group 17 Sugar and sugar confectionery
Group 18 Cocoa and cocoa products
Group 19 Products made from grain and cereals, flour, starch and milk; sweet baked goods
Group 20 Products made from processed vegetables, fruits, or other vegetable parts
Group 21 Other various foodstuffs
2201 Waters, including natural or artificial mineral waters, carbonated water, with or without added suga rs, sweeteners or aromas; ice and snow
2202 Waters, including mineral water and carbonated waters with added sugar or other sweetene rs or aromas; other non-alcoholic beverages, except for fruit or vegetable juices classified under goods position No. 2009
220430 Other grape-juices
220900 Vinegar and vinegar substitutes obtained from acetic acid
Group 23
(except for 230700, 230910) Remainders and by-products from the food flavoring industry; prepared animal feed
250100 Salt (including table salt and denatured salt) and pure sodium chloride...
Group 28 Products of organic compounds of precious and rare earth metals, radioactive elements or isotopes ( only for food, pharmaceutical and medicina purposes)
Appendix 2
Table 2.1 Contact Information For Important Russian Organizations
All-Russia Scientific Research Center of Certification
Moscow, Russia
tel: (095) 253-35-80
fax: - (095) 253-33-91
Department of Agricultural Veterinary Medicine
Orlikov Pereulok 1/11
Moscow, Russia
tel: (095) 207-64-61 -- Dr. Nikolai Igorevich Zhukov
(095) 975-59-29 -- Mr. Viktor Ivanovich Koryagin
fax: (095) 208-22-55
Ministry of Agriculture of the Russian Federation
Varshavskoe Shosse 37
Moscow, Russia
tel: (095) 114-45-96
fax: (095) 114-45-96
Moscow City Sanitary and Epidemiological Station
Department of Food Hygiene
Grafskii Pereulok 4/9
tel: (095) 287-34-91
fax: (095) 287-39-39
Moscow City Veterinary Association
Mr. A.V. Ponomarev, Chief Doctor
Ulitsa Rusakovskaya 1, building 3
tel: (095) 264-17-74
fax: (095) 264-15-23
Rostest-Moskva, Food Products Division
Moscow, Russia
tel: (095) 332-98-40
fax: (095) 124-99-96
Russian State Committee on Standardization, Metrology, and Certification
(Gosstandart)
Moscow, Russia
tel: (095) 236-23-36
fax: (095) 236-62-31
SGS Testing Facilities
New York, NY
tel: (212) 809-7300
fax:(212) 797-8794
Table 2.2 Food Stuff Certification Departments in Moscow
1. Certification department "SOEXTEST" of the firm "TEST"
of VO "SoyuzExpertiza" of the Chamber of Commerce and Industry
of Russia
Moscow, Russia
tel.: (095) 299-56-06
fax: (095) 956-38-48
Moscow, Russia
tel.: (095) 976-23-23
fax: (095) 976-34-13
7. Food Stuff and Forage Certification Department "Moscow PITSAS"
Moscow, Russia
tel.: (095) 591-95-78
Appendix 3 - Table 3.1 Import Structure (thous. tons)
FOODS 1991 1992 1993
Meat products 799 444 125
Dairy products (for milk) 3,669 2,664 1,150
Butter 138 93.2 40.5
Including:
Dry milk 67 51.4 -
Vegetable oil 258.6 515 74.2
Raw sugar 1,570 2,060 1,440
Sugar - 1,554 -
Cereals (except groats,
mln tons) 18 24.06 10.4
Including:
Wheat - 15.2 5.46
Barley - 3.095 0.55
Corn - 4.61 4.01
Fresh vegetables - 270 -
Fruits and berries - 141 -
Tea - 47 -
Coffee 40.9 31.8 34.6
Flour - 944 -
Table 3.2 Sources of Primary Foodstuffs
Pastas
Italy
France
Sweden
Fish products
Finland
Sweden
Germany
China, USA
Flour
USA (soy)
Sweden
Yugoslavia
Tea
India (through
Great Britain)
Turkey
Sugar cane
Brazil (through
the USA, Finland,
France)
Ukraine (through
France)
Dairy Products:
Butter
New Zealand
France
Germany
USA
Fats
USA
Ukraine
Sugar beets
France
Ukraine
Cheeses
Switzerland
Germany
France
UkraineConfectionery
France
Italy
Germany
Eastern Asia
Denmark
Yogurt
France
Germany
Hungary
Dry milk
France
Ukraine
Vegetables and Fruits
UAE
New Zealand
Netherlands
China
Ecuador
Condensed milk
Poland
Ukraine
Vegetable Oil
Italy
Ukraine
Netherlands
Poland
USA
Canned and Frozen
Vegetables and
Fruits
Hungary
Bulgaria
Netherlands
Denmark
Moldavia
Coffee
Brazil
Cuba
Ecuador
India
Meat Products:
Frozen beef, pork
Netherlands
China
Poultry
USA
Germany
Sausages
Denmark
Sweden
Cold drinks & juices
USA
Great Britain
Poland
Denmark
Austria (beer)
Netherlands
France
Processed meat products (canned)
Poland
China
Ukraine
Germany
Denmark
Beer
Denmark
Austria
Netherlands
Sweden
Germany
Wines, cognac
France
Great Britain
Netherlands
USA
Italy
Hungary
Armenia
Georgia
Belarus
In Russia:
Fish products
Far East
Cereals
Stavropol and
Krasnodar
Territory,
Saratov,
Voronezh and
Belgorod
Provinces
Vegetables & Fruits
Western Russia
Krasnodar
Territory,
Saratov, Voronezh,
Belgorod and Tula
Provinces
Table 3.3 Contact Information for Foreign Firms Which Export Foodstuffs to Russia
Austria
Steirerbrau Ag
(beer)
Representation: tel. 249-7277
fax 454-6202
Denmark
Tulip Meat Packers -- manufacture and export
frozen foods and canned meats
tel 188-4427, 181-7256
fax 188-4481
Oxford Biscuits A/S -- confectionery, bread and
baked goods, sugar
Represented by Jahn International A.S. (Denmark)
tel 188-4427, -4361, -7256, -7265
Sender: GUNN@USITA.GOV
Date: Mon, 12 Feb 1996 07:47:27 -0500
From: Trevor Gunn
Table 6.2 Goods with the Greatest Appeal for Retail Trade (Sept-Oct)
Goods Average Weekly Liquidity Ratio Average Profit Good's Appeal
Retail Price Norm (%) Factor
Drinks
Noor carbonated water (Belgium),1.5L
2300 0.12 75 0.4
Bottled beer, 0.33L (Germany)
1500 0.10 58 0.34
"Rasputin" vodka, 0.7L, (Germany)
5300 0.13 46 0.30
Coca-Cola, 0.33L, (Germany)
1100 0.23 31 0.27
Confectionery
Chocolate 900 0.14 32 0.23
"Picnic" chocolate bars 800 0.14 29 0.22
Food
Cabbage rolls (Bulgaria),410g
2300 0.09 54 0.32
Ham (Netherlands), 200g
1800 0.06 52 0.29
Vegetable oil (Netherlands) 1L
2900 0.08 43 0.26
Salami (Denmark), 400g
3600 0.13 35 0.24
Marinated peppers (Bulgaria), 700g
2300 0.11 34 0.23
This table is based on an analysis of the price range for goods in Moscow. The liquidity ratio represents the ratio of
price variations to the minimum price for a given good as established in commercial trade in Moscow. The higher the
ratio, the less the market is saturated with this good. The good's appeal factor is a comprehensive indicator which
shows the ability of trading to react flexibly to price increases on the wholesale market. In this table the goods are
listed in groups by decreasing order of attractiveness for retail sale. The figures in parentheses indicate changes in the
appeal factor from the previous week.
OUTLETS FOR U.S. PRODUCTS
U.S. products are typically sold in so-called "hard-currency" stores (so-called, although by Russian law, these stores
must also accept payment in rubles, albeit at an exchange rate which the store management is allowed to determine)
which are proliferating in Moscow. These stores are typically joint ventures. U.S. food and beverage
products can also be found in kiosks, as well as in a few privately-owned Russian grocery stores.
The names of some of the principal outlets for U.S. high value products
follow:
Arbat Irish House*
Purchasing Department
Ul. Novy Arbat, 21
Moscow, Russian Federation
Tel. (7095) 291-2945
Fax: (7095) 291-2997
Sadko Arcade Foodland
Purchasing Department
Krasnopresnenskaya Nab, 12
Moscow, Russian Federation
Tel. (7095) 253-9593
Fax: (7095) 973-2185
Stockmann's
4/8 Zatsepskiy Val.
Moscow, Russian Federation
Tel/fax. (7095) 233-2602
Lux
Purchasing Department
Olympic Village
Moscow, Russian Federation
Tel. (7095) 437-5449/6438/6641
Fax: (7095) 938-2164
Virginia-American Food Store
27/4 Malaya Bronnaya
Moscow, Russian Federation
Tel. (7095) 290-3531
Fax (7095) 924-8339
Garden Ring Supermarket
Ul. Bolshaya Sadovaya 1
Moscow, Russian Federation
Tel. (7095) 209-1572
Fax (7095) 250-8907