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Description

The survey was carried out among 500 dairy produce and cheese consumers. The questioned people were of age from 18 to 60, 337 of them were women and 163 were men. All of them are making main buying decisions in their families.

By age the survey was following: 34% was 41-60 years old, 36% - 31-40, 16% - 20-30 and 14% was younger then 20. The survey was carried out by personal questioning method in Tbilisi city in all the districts proportionally.

Income level of the survey was fallowing: 6,2% of the group earn less then 200 Lari a month. 13,3% get 201-400 Lari, 25,2 – 401-600 Lari, the same number has 601-1000 Lari, 30,2% has 1000-2000 Lari and only 4,1% earn more then 2000 Lari. And most of the survey, 38,5%, didn’t want to answer the question about the sum of money their family has at it’s disposal.

Most of the audience, 32%, spend on food supply of the family more then 50% of the income. 25,2% spend on food 40-50% of the family income, the same number of people spend on the item 30-40%. Only 13,3 % of the audience spend on food less then 30%, and 6,2% spend 25%, a quarter of their income. 

As to speak on the explored segment, dairy produce and cheese, consumption, only 6,8% of the survey never buy dairy produce and 7,4% never buy cheese. Frequency of buying of the rest was following: 12,8% buy dairy produce and 4,2% buy cheese every day. 26,1% (dairy produce) and 12% (cheese) buy it 2-3 times a week, 38,7% (dairy produce) and 53,1% (cheese) buy once a week, 9,4% (dairy produce) and 13,2% (cheese) do it less then once a week but more then once a month, 5,4% (dairy produce) and 9,6% (cheese) buy once a month, and only 0,8% (dairy produce) and 0,4% (cheese) buy these products very rare. 

The percentage of dairy and cheese purchases made by men and by women are following:

 

Information about people who buy/never buy different categories of dairy produce and cheeses is following: margarine buy 50,6% of consumers, never buy – 49,4%; butter is bought by 73,3%, never bought by 26,7%; solid cheese and fused cheese are bought by 30,4% and never bought by 69,6% of consumers; traditional Georgian cheeses are bought by 87,6% - never bought by 12,4%; curd cheese desserts – 28,8%/71,2%; drinking yogurt – 38,9%/61,1%; yogurt – 54,9%/45,1%; sour cream – 80,5%/19,5%; kefir – 31,1%/68,9%; curd cheese – 65,6%/34,4%; matsoni – 81,2%/18,8%; drinking milk – 66,7%/33,3%.

More detailed information it will be reasonable to show by categories.

Drinking milk (N=322)

The ultimate consumer of drinking milk was mentioned by the buyers: the whole family – 65% of the survey. 22% buy it for themselves, 9% - for children younger then 6 years old, 4% - for children younger then 12 yeas old and 0% - for domestic animals. 

5% of the buyers buy drinking milk at the market, 20% - get it at home or buy from private salesmen, 27% - at supermarkets and hypermarkets, 35% - at self-service shops, 11% - in small groceries and 2% - in dairies.

2% of the survey buy 5 litres of milk per purchase, 1% - 4 litres, 1% - 3 litres, 24% - 2 litres and the main part of the survey, 72%, buy 1 litre every time they buy milk.

Matsoni (N=389)

The ultimate consumer of matsoni according to results of the tests was mentioned: 77% of the survey buy it for family consumption, 13% - for themselves, 7% - for children under 6 years old, 3% - for children under 12 years old.

3% of the survey buy matsoni at open markets, 16% - at home or from a private salesmen, 21% in supermarkets or hypermarkets, 39% - at sel-service shops, 18% - in small groceries and 3% - at specialized dairy shops. 

29% of the consumers buy 1 package of matsoni, 66% - 2 packages, 3% - 3 packages, 1% - 4 packages and 0% buy 5 packages per purchase. 

Curd cheese (N=314)

The end-consumer  of curd cheese according to the survey is: the whole family – in 49% of answers, buy it for myself – 37%, 9% said that buy it for children under 6 and 5% - for children under 12 years old.

18% of the survey buy curd cheese in small groceries, 26% - in supermarkets and hypermarkets, 3% - at markets, 1% - in dairies, 5% - at home or from private salesmen and most of all, 47%, buy it in self-service shops.

70% of the survey buy 180-200 gr. per purchase, 17% - 360-400 gr. per purchase, 4% - 550-600 gr., 1% - 700-800 gr., 1% - 900-1000 gr., 3% - 0,5 kg and 4% - 1 kg at one purchase.

Kefir (N=152)

Most of the audience, 51%, buy kefir for their own consumption, 41% buy it for the whole family, 5% - for children under 6, 3% - for children under 12.

At small traditional groceries kefir is bought by 16% of respondents, at self-service shops – by 41%, in the markets – by 1%, in specialized dairy shops – by 1%, at home or from private salesmen – by 2%, in hypermarkets or supermarkets – by 39% of the survey.

Most of the buyers, 81% of the survey, buy 1 litre of kefir at once, 2% buy 2 litres, 16%  - 0,5 litre, 1% - 3 litres and another 1% - 4 litres of kefir.

Sour cream (N=392)

90% of consumers, according to the study, buy sour cream for the whole family consumption. 4% buy it for themselves, 3% - for children younger 6 years old, 3% - for children under 12 and 0% buy it for their animals.

Half of the audience, 48%, buy sour cream in self-service shops. 21% buy it in small groceries, 28% - in hypermarkets and supermarkets, 1% - in dairies, 1% - at the markets and 1% - at home or from private salesmen.

Usually 17,7% of the consumers buy 200 gr. of sour cream, 73,1% buy 400 gr., 3,1% - 0,5 kg, 2,1% - 800 gr., 3,3% - 1 kg, 0.3% - 1600 gr., 0,5% - 2000 gr.

 

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