February 09, 2024
Licensing
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Gazprom-Media Sales House and Ipsos presented results of a consumer behavior study at the international exhibition Prodexpo 2024
On February 8, Denis Pokrovsky, Director for Licensing at Gazprom-Media Sales House (part of Gazprom-Media Holding), and Olga Gorelova, Senior Chief Client Officer at Ipsos Research Company, spoke at the all-Russian food production forum “The Ecosystem of a Food Product Brand” during the international exhibition Prodexpo 2024. The speakers shared the results of a consumer behavior study and spoke about new marketing tools.
In cooperation with Ipsos, Gazprom-Media Sales House studied the portrait of a modern adult consumer of FMCG goods and discovered how the public deals with licensed products. The key findings of the joint study were presented at the marketing session of the food production forum, which was attended by marketing specialists, brand directors, and suppliers in the network.
Survey results showed that 77% of the adult audience over the age of 14 have a positive attitude toward licensed products and are willing to purchase them. Respondents mentioned beverages, confectionery, snacks, dairy, ready-made meals, and partially prepared foods.
Denis Pokrovsky, Director for Licensing at Gazprom-Media Sales House, claimed that licensing is no longer a privilege for products aimed at children. This market also has a high-growth potential for products aimed at adult and teenage audiences. Adults demonstrate an improved attitude towards licensed products, and one of their purchase drivers is the demand for positive emotions.
According to the study, humor is a key interest for more than a half of all respondents. The need for travel and entertainment ranked second the third respectively. This indicates the audience’s desire to focus on content that lifts their spirits and breaks the routine. The “joyconomy” became the main consumer trend of the past year and will remain so in the new year. The consumer’s motivation to be confident in one’s choices is just as important, which is reinforced by expert assessments of opinion leaders. The top product categories selected by respondents also indicate a high demand for entertainment.
Olga Gorelova, Senior Chief Client Officer at Ipsos Research Company, noted that over the past four years the population’s spending on food has increased significantly.
It is closely related to the increase in food prices. Even though the general trend of saving in the context of the crisis continues, people have adapted and are taking the economic situation in the country more calmly. With Western brands out of the picture, most consumers are turning to Russian producers for alternatives. The population is becoming more and more loyal to the domestic market.
It is important not only to know the portrait of the target audience, but also to understand how the audience makes the purchase decision. Denis Pokrovsky named two models of decision making.
The first one is the “pilot,” a so called “slow decision.” It is based on rational features and benefits of the product. The second one is the “autopilot.” This is an unconscious reaction triggered by the color and design of the package, as well as the emotions generated by the purchase. Licensing helps us trigger the buyer’s autopilot, drive them to make emotion-based purchases, and thus drive sales growth, with functional features and price taking a back seat.
During the session, the speakers also discussed how to build communication with buyers through products in 2024 and presented ready-made solutions for promoting items through licensing. According to experts, the trend of adapting consumer behavior in the current economic situation facilitates the development of licensing for the adult target audience. It is becoming an effective marketing tool and helps to attract new audience, expand the brand, and increase sales.
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