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Annual Report 2016

Brands

Rusagro Group is one of the major players in the sugar segment as a whole and an unquestionable leader in the B2C segment.

According to the retail audit performed by Nielsen, Rusagro’s share equals 12% (in volume terms) in the packed and pressed sugar category and 45% in the pressed sugar category.

The Company’s product portfolio is represented by four brands in different price categories: Russkii Sakhar, Chaikofsky, Mon Cafe, and Brauni. The brands Russkii sakhar, Chaykovskiy and Brownie are the most popular brands among Russian consumers, according to the retail audit ACNielsen and according to the tracking of consumer preferences Comcon. Brands Rusagro have the highest knowledge of Brands, consumption and customer loyalty to the brand. In 2015, the Rusagro sold 784K tonnes of sugar, including 600K tonnes of beet sugar. B2C sales totaled 259K tonnes. As a result, the share of Rusagro brands in the sugar category (packed and pressed sugar) in volume terms amounted to 15% in September of 2015 (Source: Retail Audit by ACNielsen performed in 16 cities across Russia). According to the research conducted by Comcon Synovate in November of 2015, the Russkii Sakhar and Chaikofsky brands have the highest ratings in terms of brand awareness, consumption and customer loyalty.

In December of 2015, Rusagro launched a new brand, Home Traditions. Home Traditions Trademark offers high quality cereal in attractive packages allowing the product appraisal with a look through a transparent plate-shaped window before making a purchase. The product is manufactured in the most highly-demanded package volume – 900 g. An enclosed measuring spoon will help in measuring cereal for cooking. Besides, the package features interesting and easy-to-cook recipes. The products under Home Traditions Trademark have been certified by the independent experts of Roskachestvo (ANO Russian System of Quality) and awarded with the sign “Enhanced Quality” (“Safe Products of High Quality Complying with GOST R Standard Russian Quality System). Rusagro plans on providing the brand Home Traditions with advertisement support in the popular social media and also on increasing the production capacities for the products of the category “Cereals”.

 

Assortment:

Sugar Category:

  • Chaikofsky. Sugar, category EXTRA. White lump sugar, white crystal sugar, sugar sticks (of three types – white sugar, brown cane sugar and assorted sugar).
  • Chaikofsky: sugar sticks – white sugar, brown cane sugar, assorted sugar.
  • Russkii Sakhar: white sugar cubes, white crystallized sugar.
  • Brauni. Cane sugar. Granulated sugar demerara dark, granulated sugar demerara light, brown pressed sugar demerara light, brown pressed sugar demerara dark.
  • Mon Cafe: EXTRA category figured sugar.

Cereal Category:

  • Home Traditions: long-grain milled rice (unsteamed), long-grain steamed rice, round-grain rice, quick hulled whole grain buckwheat (steamed).

Chaikofsky

The Chaikofsky brand has been the first branded Russian trademark in the sugar category since 2001! Chaikofsky is the second brand after Russkii Sakhar in terms of brand awareness, loyalty and intention to buy among consumers. 46% of consumers in Russia are aware of the brand Сhaikofsky, 22% buy the products under this brand, and the brand loyalty makes 11%!

Chaikofsky is EXTRA category sugar with a high refinement degree. Sugar production involves a multi-stage refinement process, which makes sugar white as snow!

According to the strategy of assortment expansion in the high-margin segment, in 2015 the Nika sugar plant launched a new product – Chaikofsky sugar sticks. Today, there are three types of sticks: white sugar, brown sugar and mix sugar sticks, which is a new product on the Russian B2C market.

        

Mon Cafe

The Mon Cafe brand dates back to 2008. Mon Cafe is exquisite dessert figured sugar.

The main competitive advantage of this sugar is its shape and high refinement degree. The Mon Cafe dessert figured sugar will let you please your family, surprise your guests and organize a small celebration of taste and beauty in your home by adding a touch of exquisite romance!

Russkii Sakhar

The Russkii Sakhar brand is the most recognizable and popular brand among customers in Russia! According to the study of consumer preferences conducted by the research company Comcon Synovate, brand awareness accounts for 93%, consumption – 73% and loyalty – 65%. Not many brands can boast of such high performance!

Russkii Sakhar is the winner of all reputable awards for FMCG products in Russia - Product of the Year – 2011, 2013 and Brand #1 in Russia – 2013.

Russkii Sakhar has earned a reputation of the brand with a good “price/quality” ratio: the product is represented by a large selection of pressed and packed sugar.

Brauni

The brown sugar category, which has been growing steadily in Russia in the past few years, is represented by Brauni, the Rusagro brand of cane sugar.

In summer 2016, Brownie became an absolute leader in the brown pressed sugar market with the market share in kind of 26%, based on Nielsen data.

Brauni is a godsend to advocates of healthy lifestyle, since cane sugar abounds with beneficial micronutrients and vitamins. Natural dark and light cane sugar Brauni in a stylish ethnic motif packing will add unique, exquisite flavor to tea, enhance coffee aroma, and become an excellent addition to homemade baked goods.

 

            

Home Traditions

Home Traditions as a brand stands for hulled, choice grains that are simple and pleasant in cooking.

Selecting grains from Home Traditions, each customer can expect quality and result, as well as simplicity and pleasure in cooking.

The brand offers an attractive and recognizable packing and allows evaluating every item before purchasing it. Grains can be easily seen through a large, clear window. Additionally, each packing comes with an exciting and simple recipe.

All grains have a distinct color of packing to make it easier for customers to find the item of their choice on a shelf.

Today, Home Traditions has the following selection of products:

  • Long-grain milled rice (unsteamed), 900 g
  • Long-grain steamed rice, 900 g
  • Round-grain rice, 900 g
  • Quick hulled whole grain buckwheat (steamed), 900 g