Market penetration

1. Market penetration
Market capacity, competitive analysis
Please note that all data in the report has been changed and serves for demonstration purposes only

2. General information
TA R G E T
P R O J E C T
Description of the behavioral characteristics of seeds
consumers
TA S K S
▪ Assess market capacity
▪ Identify the main players of market and their
advertising recall
▪ Determine taste preferences
▪ Determine the portrait of target audience
G E O G R A P H Y
_________
O B J E C T S O R
R E S E A R C H
Population of cities
M E T H O D O F
R E S E A R C H
Telephone survey
S A M P L E S I Z E
1500 respondents
T I M E L I N E S
2
January 2024

3. A S S E S S M E N T O F M A R K E T C A PA C I T Y
A N D C O N S U M E R P O R T R A I T

4. Socio-demographic characteristics
4
The respondents who consumed seeds and took part in the survey
were distributed almost equally by gender. 53.3% are women and 46.7%
are men. According to the research quotas, respondents were
distributed by age from 15 to 80 years.
Female Male TOTAL
15-18 years old 7.1% 8.6% 7.8%
19-25 years old 13.7% 15.1% 14.4%
26-30 years old 14.7% 15.7% 15.2%
31-35 years old 14.7% 14.6% 14.6%
36-45 years old 17.1% 16.2% 16.7%
46-55 years old 14.2% 15.1% 14.6%
56 years and older 18.5% 14.6% 16.7%
TOTAL 53.3% 46.7%
Gender and age distribution of respondents
47.7% of respondents have higher education, another
8.7% have incomplete higher education. About a third of
respondents (28.1%) have secondary specialized education.
0.3% have an academic degree, and the remaining
respondents have secondary or incomplete secondary
education.
The highest level of income is predominantly among
city residents aged 26 to 30 years and from 46 to 55 years.
The lowest level of income (up to 1000£) had respondents
aged 31 to 35 years and from 46 to 55 years.
TOTAL
15-18
years
old
19-25
years
old
26-30
years
old
31-35
years
old
36-45
years
old
46-55
years
old
56 years
and
older
up to 500£ 6.3% 0.6% 0.9% 0.9% 0.6% 0.9% 0.3% 2.3%
500-1000£ 23.3% 1.7% 2.6% 2.3% 4.3% 3.4% 4.3% 4.6%
1000-1500£ 22.7% 1.1% 3.4% 2.9% 2.3% 4.0% 2.0% 6.9%
1500-2000£ 16.1% 1.1% 1.7% 1.4% 2.0% 5.2% 2.6% 2.0%
2000-2500£ 10.6% 0.9% 1.4% 2.9% 1.4% 2.6% 0.9% 0.6%
over 2500£ 21.0% 1.4% 3.2% 4.9% 3.4% 2.0% 4.6% 1.4%
TOTAL 100.0% 6.9% 13.2% 15.2% 14.1% 18.1% 14.7% 17.8%
Distribution of respondents by age and income level
N=1500

5. Features of consumer behavior
5
Several times a month, respondents aged
19 to 25 years and over 56 years buy
seeds.
Residents over 46 years of age are also
more likely to buy seeds several times a
week. And every day, seeds are bought
mainly by respondents aged 31 to 35
years.
Frequency of purchases of seeds depending on the age of respondents
TOTAL
15-18
years old
19-25
years
old
26-30
years
old
31-35
years
old
36-45
years
old
46-55
years
old
56 years
and older
Once or several times a month 28.0% 3.3% 4.5% 4.3% 3.3% 3.5% 4.3% 4.8%
Once or several times a week 26.3% 1.5% 3.8% 3.5% 3.3% 4.0% 5.3% 4.8%
Once or several times every six
months
13.9% 1.0% 1.8% 2.8% 2.5% 3.0% 0.8% 2.0%
Depends on the mood 13.9% 1.3% 1.3% 1.0% 2.5% 3.0% 2.3% 2.5%
Once or more times a year 12.9% 0.8% 2.3% 2.5% 1.5% 2.3% 2.0% 1.5%
Every day 5.1% 0.0% 0.8% 1.0% 1.5% 0.8% 0.0% 1.0%
TOTAL 100.0% 7.8% 14.4% 15.2% 14.6% 16.7% 14.6% 16.7%
4,3%
15,9%
8,8%
14,4%
14,6%
20,5%
13,1%
20,5%
11,6%
10,6%
Покупаю на вес
500 г
400 г
300 г
240-250 г
180-200 г
140-150 г
90-100 г
50-80 г
30-40 г
Preferred packaging by volume
A quarter of respondents (20.5%) prefer to buy packages of
seeds of
180-200 gr. The same number of sunflower seeds consumers
prefer packages of 90-100 g. 15% of respondents buy 500 g
packs. and 250-300 gr.
The smallest number of respondents buy seeds by weight or in
packages of 400 grams.
N=1500
30-40 grams
50-80 grams
90-100 grams
140-150 grams
180-200 grams
240-250 grams
300 grams
400 grams
500 grams
I buy by weight

6. Features of consumer behavior
6
When choosing seeds in a store, more than 50% of
respondents buy only familiar brands. 38.9% take any they like.
4.5% of respondents pay attention to the price of seeds, while
for 0.3% of respondents a high price is an indicator of quality.
2.3% choose seeds based on the availability of discounts and
promotions. Only 1.3% choose seeds based on their size.
Criteria for choosing seeds when purchasing
0,3%
0,3%
0,3%
0,3%
0,3%
0,3%
1,3%
2,3%
4,5%
38,9%
58,1%
Высокая цена
Дата изготовления
Объем упаковки
Отзывы
Реклама
Советы продавца
Крупные
Смотрю на наличие скидок, акций
Выбираю исходя из цены
Беру любые понравившиеся
Покупаю только знакомые ТМ
0,3%
0,3%
0,8%
1,0%
1,3%
5,6%
9,1%
23,5%
26,5%
56,6%
60,1%
66,4%
Цена
Рекомендации
Упаковка
Внешний вид
Умеренное количество соли
Легкость расщелкивания
Запах
Отсутствие прогорклых семечек
Уровень прожарки
Чистота, отсутствие мусора в пачке
Калибр (размер) семечек
Вкус семечек
When assessing the quality of seeds, for 66.4% of respondents the most
important thing is their taste, for 60.1% - size and for 56.6% - cleanliness, absence of
debris in the pack. The degree of roasting and the absence of rancid seeds are of
slightly less important.
The quality of seeds is also indicated by their smell, easy cracking, salt, overall
appearance, quality of packaging and price.
Only 0.3% of respondents rely on recommendations from friends or the seller
when assessing the quality of seeds.
Criteria for assessing the quality of seeds
N=1500
Taste of seeds
Seed size
Cleanliness, no debris in the pack
Roast level
No rancid seeds
Smell
Easecracking
Moderate amount of salt
Appearance
Convenient packaging
Recommendations
Price
I only buy famous brands
I buy whatever I like
I choose based on price
Focus on discounts
I choose a large size
I listen to the seller's advice
Advertising
Reviews
Package volume
Date of manufacture
High price as an indicator of quality

7. Features of consumer behavior
7
Slightly more than half of the respondents prefer unsalted seeds – 57.3%, and
47.7% prefer salted ones.
Almost 70% of respondents prefer lightly roasted seeds, and 30.6% of
respondents prefer strongly roasted seeds.
By type of seeds, the absolute majority of respondents, 94.9%, prefer black
seeds. Another 9.3% buy striped seeds, 7.3% buy shelled seeds, and 6.6% buy
white ones.
Preference for seeds by amount of salt
57,3%
42,7%
Несоленые Соленые
69,4%
30,6%
Слабой обжарки Сильной обжарки
Preference for seeds by degree of roasting
черные; 94,9%
полосатые; 9,3%
очищенные;
7,3%
белые; 6,6%
Preference for seeds by type (color) of seeds
N=1500
Unsalted Salted
Light roast Strong roast
Striped; 9.3%
Peeled; 7.3%
White; 6.6%
Black; 94.9%

8. Portrait of a typical sunflower seed consumer
8
➢ Typical seed consumer - person aged 26 years or older.
➢ Has a higher education and a monthly income level of
1,500 to 2,500 £. Prefers black, lightly salted, lightly
roasted seeds.
➢ Buys seeds, as a rule, once or several times a
week/month in a package of 100-200 grams.
➢ When choosing seeds, he focuses on familiar, familiar
brands.
➢ As seeds, he appreciates taste, size, purity, and the
absence of debris in the packaging.
Male or female
Age 26 and older
Higher education
Income from 1.5 to 2.5 thousand £
Buys sunflower seeds one or more times a
week
Prefers a package of 100-200g.
Likes lightly roasted black unsalted seeds
Buys only familiar trademarks
Appreciates the taste, size and purity of
the seeds in the package
N=1500

9. Estimation of seed market capacity
9
➢ The capacity of the urban seed market is 9.1 million
pounds per year.
➢ Based on statistics of refusals during a telephone
survey, the proportion of city residents who consume
seeds at least once a year was calculated. It is 8.4%*.
➢ The share of successful calls in the sum of those that did
not pass the quota and the number of refusals (50% of
the number of refusals is taken, since among them
there may be both consumers and non-consumers of
seeds)
➢ The most capacious segments are consumers aged 31
to 35 years and 56 years and older due to the high
frequency of consumption and the large volume of
purchased packages of seeds.
Age segment
Total frequency
of segment
purchases
Average
packaging volume
Packaging cost
Segment capacity,
thousand rubles.
15-18 years old 107 324 200 4.5£ 482.9 thousand £
19-25 years old 337 188 80 2.0£ 674.3 thousand £
26-30 years old 368 494 100 3.0£ 1105.4 thousand £
31-35 years old 437 692 250 5.0£ 2188.4 thousand £
36-45 years old 345 641 200 4.5£ 1555.3 thousand £
46-55 years old 263 909 200 4.5£ 1187.5 thousand £
56 years and
older
425 683 200 4.5£ 1915.5 thousand £
TOTAL 2 285 931 9109.8 thousand £
*Share of successful calls in the sum of those that did not pass the quota and the number of refusals (50% of the number of refusals is taken, since among them there may be both
consumers and non-consumers of seeds)
N=1500

10. A S S E S S M E N T O F C O M P E T I TO R S

11. Assessing the popularity of competitors' brands
11
➢ The most popular brand of sunflower seeds among
respondents is “Grandma’s seeds”. The induced awareness
indicator, which shows the result of all the company’s efforts
to promote the brand on the market, for the “Grandma’s
seeds” brand reaches 99.0%.
No. Trademark
Top-of-mind
(First named)
Spontaneous fame Induced fame
1 Grandma's seeds 74.5% 88.6% 99.0%
2 Mega seeds 7.8% 20.2% 61.1%
3 In! 4.2% 17.4% 37.1%
4 Genie 3.6% 8.1% 29.3%
5 Zoom-Zoom 3.1% 14.6% 39.9%
6 Hot 1.3% 3.0% 9.3%
7 Urban 0.8% 6.1% 6.1%
8 Toughie 0.8% 1.8% 1.8%
9 Green parrot 0.5% 4.8% 10.9%
10 From White Crow 0.5% 0.8% 11.9%
11 Gnawed 0.5% 0.8% 0.8%
12 For our own 0.5% 0.8% 0.8%
13 Living force 0.3% 0.3% 3.5%
14 From Martin 0.3% 1.0% 2.8%
15 Solar 0.3% 0.5% 5.8%
16 Shchelkari 0.3% 0.5% 6.1%
17 Sunflowers 0.3% 0.3% 0.3%
18 Scope 0.3% 0.3% 0.3%
19 Brighter 0.3% 0.3% 0.3%
20 Bargain 0.0% 0.5% 13.6%
21 Zebra 0.0% 0.8% 15.2%
22 BearsBiggie 0.0% 0.5% 4.5%
23 Our seeds 0.0% 0.3% 9.6%
24 Expanse 0.0% 0.8% 8.6%
25 Solar giants 0.0% 0.3% 0.8%
26 Royal fun 0.0% 0.0% 2.5%
27 Selected 1.3% 1.3%
28 Special order 0.8% 0.8%
29 Golden seed 0.5% 0.5%
30 Kulek 0.5% 0.5%
31 Three boars 0.5% 0.5%
32 Generous feast 0.5% 0.5%
33 Nutcracker 0.5% 0.5%
34 Boom 0.3% 0.3%
35 Giant 0.3% 0.3%
36 Golden parrot 0.3% 0.3%
37 Kalenki 0.3% 0.3%
38 Kukusiki 0.3% 0.3%
39 Syoma seeds 0.3% 0.3%
40 Quality standard 0.3% 0.3%
41 Caesar 0.3% 0.3%
42 Amber 0.3% 0.3%
N=1500

12. Memorability of competitors' advertising
12
➢ The largest number of respondents remembered the advertising of the “Grandma’s seeds”
brand (52.6%), in second place in terms of advertising memorability is the “Vo!” brand,
followed by the “Gin”, “Zum-Zum” brands and then “Mega Seeds”.
➢ At the same time, according to data on the advertising volume of competitors for 2023-
2024, the brand “Grandma’s seeds” has the greatest coverage. In second place with a
much smaller volume of advertising is the Gin brand. However, in terms of advertising
memorability, according to the study, the Gin brand is in third place, which most likely
indicates advertising that is unattractive to the consumer.
➢ The level of memorability of advertising of the “Vo!” brand is quite high, which at the same
time has the smallest volume of advertising (placed only in January 2024 on the TV2
channel). The reason for the high memorability of the “Vo!” brand is the placement of
advertising (posters) at points of sale, since a fairly large number of respondents pay
attention to it.
➢ The Zoom-Zum brand is in third place in terms of advertising coverage and fourth in terms
of memorability. The Mega sunflower seeds brand is not mentioned separately in
advertising statistics, but about 3% of respondents remembered its advertising, which
allows it to take fifth place in the ranking of competitors’ advertising recall.
Brand name
Number of
mentions
From the
sum
From the
number of
respondents
Grandma's seeds 183 52.6% 46.2%
In! 68 19.5% 17.2%
Gin 39 11.2% 9.8%
ZoomZoom 29 8.3% 7.3%
Mega seeds eleven 3.2% 2.8%
Green parrot 3 0.9% 0.8%
Expanse 2 0.6% 0.5%
Tomsk 2 0.6% 0.5%
Shchelkari 2 0.6% 0.5%
Aladdin 1 0.3% 0.3%
Boom 1 0.3% 0.3%
Gnawed 1 0.3% 0.3%
Gin 1 0.3% 0.3%
Hot 1 0.3% 0.3%
Zebra 1 0.3% 0.3%
Toughie 1 0.3% 0.3%
From Martin 1 0.3% 0.3%
Solar 1 0.3% 0.3%
Memorability of competitors' advertising
N=1500

13. Summary
13
✓ The capacity of the city's retail seed market is 9.1 million.£in year. The share of residents who consume seeds is 8.4%.
✓ 28.0% of respondents buy seeds one or more times a month. 26.3% buy seeds more often – once or several times a week. 20.5% prefer
to buy packages of seeds with a volume of 180-200 g. The same number of sunflower seeds consumers prefer packages of 90-100 g.
✓ When choosing seeds in a store, more than 50% of respondents buy only familiar brands. And 38.9% take any they like
✓ Criteria for assessing the quality of seeds: 66.4% - taste, 60.1% - caliber (size) and 56.6% - purity, absence of debris in the pack.
✓ 57.3% of respondents prefer unsalted seeds, and 47.7% prefer salted seeds. Almost 70% of respondents prefer lightly roasted seeds.
94.9% prefer black seeds.
✓ The typical consumer of seeds is a person aged 26 years and older. Has a higher education and a monthly income level from 1,500 to
2,500£. Prefers black, lightly salted, lightly roasted seeds. Buys seeds, as a rule, once or several times a week in packages of 100-200
grams. When choosing seeds, he focuses on familiar, familiar brands. As seeds, he appreciates taste, size, purity and the absence of debris
in the packaging.
✓ The most popular brand of sunflower seeds among respondents is “Grandma’s seeds”. The induced awareness indicator, which shows the
result of all the company’s efforts to promote the brand on the market, for the “Grandma’s seeds” brand reaches 99.0%.
✓ 52.6% remembered the advertising of the “Grandma’s seeds” brand; the “Vo!” brand is in second place in terms of ad recall, followed by
the “Gin”, “Zum-Zum” and “Mega Seeds” brands.