2012-2021年俄罗斯健康饮料市场竞争

Ekaterina A. Yakimova, V. E. Zabegaeva
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引用次数: 1

摘要

俄罗斯消费者对健康生活方式的兴趣日益浓厚,导致对健康食品和饮料的需求增加,这反映在该市场的相当高的增长率及其对制造公司的吸引力增加上。在这篇文章中,研究的目的是评估俄罗斯健康饮料市场(“对你更好”,“强化/功能”,“自然健康”和“有机”)和整个市场从2012年到2021年的竞争水平动态。为实现这一目标,设置了以下任务:1)识别玩家的优势群体,群体内部自身的分化程度;2)确定市场集中度;3)分析2012 - 2021年竞争水平的动态变化。确定细分市场的集中度,采用赫芬达尔-赫希曼指数(HHI),确定一组主导企业及其规模——林德指数(IL)和集中度系数(CRSV),确定领先企业之间的差异化程度——改进版霍尔-蒂德曼指数(HTSV),分析竞争水平的动态,采用矩阵SV (Strength/Variety)。所进行的研究表明,在2012-2021年,在健康饮料市场的所有细分市场中,通过增加领导者的总市场份额或增加参与者之间的差异化水平,出现了这样或那样的离开RO象限的趋势。在每一个细分市场中,垄断都在加强,在整个市场中,完全从自由竞争转向自然寡头垄断。在大的细分市场中占主导地位的集团的组成有很强的交叉性,包括主要的国际参与者,尽管它们在考虑中的市场中的份额明显减少。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Competition in the Russian Market of Healthy Drinks in 2012–2021
The growing interest in a healthy lifestyle among Russian consumers leads to an increase in demand for healthy food products and beverages, which is reflected in the rather high growth rates of this market and its increased attractiveness for manufacturing companies. In this article, the purpose of the study is to assess the dynamics of the level of competition in the segments of the Russian market of healthy drinks (“Better for You”, “Fortified/Functional”, “Naturally healthy” and “Organic”) and throughout the market as a whole from 2012 to 2021. To achieve the goal, the following tasks are set: 1) to identify the dominant group of players, the degree of differentiation within the group itself; 2) to determine the level of market concentration; 3) to analyze the dynamics of the level of competition from 2012 to 2021. To determine the degree of concentration of market segments, the Herfindahl – Hirschman index (HHI) is used, to identify a group of dominant players and its size – the Lind index (IL) and the concentration coefficient (CRSV), to determine the degree of differentiation between the leading players – a modified version of the Hall – Tideman index (HTSV), to analyze the dynamics of the level of competition, – matrix SV (Strength/Variety). The conducted research shows that for 2012–2021 in all segments of the healthy drinks market, one or another trend of leaving the RO quadrant occurs either by increasing the total market share of leaders, or by increasing the level of differentiation between players. In each of the market segments, there is a tightening of monopolization, in the market as a whole – a complete departure from free competition to natural oligopolization. The composition of the dominant groups in large market segments strongly intersects and includes major international players, although there is a noticeable decrease in their share in the market under consideration.
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