Muesley (Russian market)

2022: Sales decline by 15.1% to 8.7 kt

In 2022, 8.7 thousand tons of mules were sold in Russia - food made from raw or baked cereals, dried fruits, nuts, bran, wheat sprouts, honey and spices. Compared to 2021, sales of these products fell by 15.1%, according to BusinesStat analysts, who released their data in May 2023.

According to experts, in the face of a decrease in disposable income, consumer preferences have shifted towards cheaper products - cereals and flour products. Sales were also negatively affected by the reduction in the range of products presented on the market. Against the background of the aggravation of foreign policy relations, the import of muesli to Russia, especially from the EU countries, has significantly decreased. The Finnish company Raisio, which produces cereal, porridge and granola under the Nordic brand, completely left the Russian market and sold its assets located in Russia.

In 2022, muesli exports from Russia decreased by 5.4% compared to 2021 and amounted to 0.54 thousand tons. Supplies to Mongolia (by 35.8 tons), Azerbaijan (by 28.4 tons) and Moldova (by 17.8 tons) decreased most significantly. At the same time, the export of muesli to Kyrgyzstan significantly increased - by 45.9 tons at the end of 2022, which made it possible to smooth out the situation for the year as a whole.

Export turnover of muesli from Russia in 2018-2021. annually grew following the natural volume of supplies. In 2021, the increase in export revenue was the maximum for the period - by 30.5%, which became possible due to an increase in in-kind exports of Russian granola by 13.3% and the average supply price - by 15.2%. In 2022, against the background of falling supplies in physical terms, revenue from the export of muesli from Russia decreased by 9.3% and amounted to $2.06 million, the study says.

There are two species of muesli:

• raw granola is a product without heat treatment
• baked granola (granola, crunch) - baked at low temperatures in the oven.^[1]

Notes