Regions with the Greatest Ice Cream Consumption Identified by VTB Analysts
In the realm of sweet treats, ice cream sales in Russia offer a fascinating insight into consumer habits. According to VTB's proprietary service, GeoPlatform, the data is based on anonymized transactions of VTB clients and other relevant data.
One intriguing finding is the regional disparities in ice cream sales between men and women. For instance, in certain regions like Lipetsk, Murmansk, Amur, Rяazan, Rostov, Pskov, Khakassia, North Ossetia-Alania, and Dagestan, men buy about 20% more ice cream than women. Conversely, in Tyumen, Irkutsk, Novosibirsk, Tomsk, Nizhny Novgorod, Mari El, Karachay-Cherkessia, and Chuvashia, women tend to buy 20% more than men.
Moscow and the Moscow region, as well as St. Petersburg and the Leningrad region, sell more ice cream in absolute numbers but do not significantly differ from the national average when adjusted for population. The summer period and September are times of increased ice cream popularity nationwide.
When it comes to the most popular flavours, vanilla reigns supreme in the Kursk and Nizhny Novgorod regions, as well as in Udmurtia, Chuvashia, and Yamalo-Nenets Autonomous Okrug. In contrast, fruity ice is most loved in Kostroma, Bryansk regions, Komi, Buryatia, and certain other regions. Interestingly, fans of ice cream in cones reside in Tyumen, Smolensk, Leningrad, Penza, and St. Petersburg.
VTB's client base exceeds 25 million customers across Russia. The Tyumen, Kursk, Smolensk, Belgorod, and Nizhny Novgorod regions have the highest ice cream consumption, with each resident consuming approximately 6.5-7 packs per year. On the other hand, North Ossetia-Alania, Chechnya, Tuva, Dagestan, and Ingushetia have the lowest ice cream consumption, with each resident consuming three packs or less.
The average price of ice cream across Russia, according to VTB analysts, is around 90 rubles. However, prices vary significantly across regions. The Tambov, Belgorod, Pskov regions, as well as the republics of Chuvashia and Mordovia, have the cheapest ice cream, with a price of around 60 rubles per pack. On the other hand, the Far East regions, Moscow, Crimea, and resorts in the Krasnodar region have the most expensive ice cream, priced at 120-140 rubles, 115 rubles, 105-108 rubles, and 104 rubles per pack respectively.
Maxim Konovalikhine, Senior Vice President of VTB and Head of the Data Analysis and Modeling Department, stated that understanding clients' habits helps provide a higher level of service and set standards for one of the largest banks in the country. The launch of GeoPlatform in 2020 aims to analyse information and offer clients the most relevant services by understanding the needs of clients in different regions.
Understanding the factors influencing ice cream prices in different regions of Russia can provide valuable insights. Economic conditions, distribution and logistics, competition and market structure, and local production and supply are some key factors that might impact prices. For the most accurate and up-to-date information on specific regions with the lowest ice cream prices, it is recommended to check directly with VTB's GeoPlatform or recent publications.
In the realm of business finance, the data collected by VTB's GeoPlatform reveals intriguing trends in technology usage, not just limited to ice cream sales. For instance, in some regions like Tyumen, Kursk, Smolensk, and Nizhny Novgorod, the use of digital payment methods is more popular among men, while women show a preference in Tyumen, Tomsk, and Chuvashia.
Furthermore, understanding the factors influencing the price variations of goods and services, such as ice cream, can offer a broader insight into consumer behavior and business trends in Russia, guided by the findings of VTB's GeoPlatform. This data can be instrumental in decision-making processes for businesses aiming to optimize their pricing strategies in different regions.
