Analysis of competition and the level of dominance in the vegetable milk market in the Russian Federation

On the shelves of grocery stores, customers may increasingly notice the appearance of various brands of animal milk substitutes. This is due to the fact that society is becoming more aware of the contraindications to the use of milk of animal origin, which are expressed in some cases in intolerance to lactose and/or milk casein by the human body. Currently, the Russian alternative milk market lags behind the global one, and the active development of domestic production of these products is just beginning. This article presents the results of the analysis of the Russian alternative milk market based on data collected by the Nielsen analytical company from the largest retail chains, including X5 Group, Magnit, Lenta, Red and White and others. The SV (strength/variety) matrix was used as the main tool to assess the level of dominance in the industry. Concentration indices, Lind indices and the modified Hall-Tideman coefficient were calculated and used to construct the matrix. The analysis of individual quadrants of the SV matrix showed that the Russian alternative milk market from 2019 to 2022 in each of the studied years was located in the G quadrant, which indicated a high concentration of the market, where four super-alpha companies stand out: “Sady Pridonya”, “Danone”, “Thai Agri Food Public Company”, “Soyuzpishchprom”.