Sales strategies are in the focus of Food Forums

13 / 04 / 2021

The 16th Russian Food Forum for Suppliers for Retail Chains and the 25th Russian Food Forum on PLB 2021 started at Expocentre Fairgrounds. They have become one of the central events of an extensive accompanying programme of the Prodexpo 2021 international exhibition. 

The main topic is impactful sales strategies in 2021-2022. Speaking experts draw attention to the changing habits of Russian consumers during the pandemic, which dictates changes in retailing and enquiries to suppliers. Analysis of such new consumer habits becomes critical for high sales in 2021-2022. For example, Lebedevskaya Agrofirma's clarified butter sales increased by 487% following consumer research (its portrait, selection criteria, consumption situations) and a change in product positioning. 

The annual survey of 50 retail chains revealed unexpected data: demand for the middle segment of food products fell by 20%, the length of the transaction increased by 2-3 times, 60% of negotiations take place online, and people are ordering in smaller batches. 

According to research analytical agency INFOLine, the country's foodtech turnover - the production, preparation and delivery of food using IT solutions, such as mobile apps - is growing rapidly. In 2020, the turnover reached 135 billion roubles. It is predicted to approach 400 billion in 2022, and by 2025 it will exceed 1 trillion roubles (+740% compared to 2020). This means that online will take more and more turnover away from offline every year. And suppliers who are not present in the online channel will lose out markedly in profits, experts point out.  

Purchasing Centre for Retail Chains operates as part of the Russian Food Forum for Suppliers for Retail Chains. Here producers and suppliers have the opportunity to hold direct negotiations with representatives of over 110 federal, regional and local retail chains, including retail leaders such as Ashan, Metro, Perekrestok, Pyaterochka, Billa, Spar, Ozon, Globus, VkusVill and others. 

Purchasing Centre for Retail Chains and Centre of Retail Chains: HoReCa also work at Prodexpo 2021.  

Press Service, EXPOCENTRE AO