Cherkizovo brand shows 1.5x growth in ground pork sales

Cherkizovo, one of Cherkizovo Group’s flagship brands, increased the sales of ground pork by 59% in 2023. This category is popular among consumers, as the product fits various diets and helps save time in the kitchen.

In 2023, the sales of Cherkizovo-branded ground pork* in Moscow and the Moscow Region (largest markets in volume terms) increased by 75% to 642.9 tonnes. The share of the Cherkizovo brand in this category in Moscow and the Moscow Region rose from 8.8% to 13.7%, making it the third best-selling brand in volume terms.

Over the same period, total sales of Cherkizovo-branded ground pork* in Russia soared by 59% in volume terms. This growth was far ahead of the market: total sales of branded ground pork* in 2023 increased by 12% in Moscow and the Moscow Region and by 20% across Russia (according to the NielsenIQ retail audit data).

The growing popularity of store-bought ground meat is attributed to the convenience of cooking, versatility of the product (it can be used to cook more than ten different dishes), and its time-saving properties.

“Ready-made ground meat that you can buy at a store is the perfect middle ground between ready-to-cook products and home cooking. You can make your favorite dish using your own recipe without spending extra time on preparing the meat. That is why this category is expanding year by year, and we expect this trend to continue,” said Anastasia Mikhailova, Head of Communications at Cherkizovo Group.

Currently, the line of ground meat products under the Cherkizovo brand includes four key items: Domashny and Fermersky ground meat made of pork and beef, Light ground meat with reduced fat content (10%), and one of our best-selling products – Krestyansky ground meat. It stands to note that our ground meat does not contain monosodium glutamate or flavor enhancers.

All Cherkizovo ground meat products are sold in transparent vacuum-sealed packaging, which preserves freshness of the meat throughout its shelf life and helps buyers assess the product’s quality visually.

According to the ROMIR market research group, the main buyers of ground meat products in Russia are working people (predominantly women) over 30 years old. The key factors influencing their choice of ground meat are positive experience in the past and acceptable prices. Brand awareness and product composition also play a significant role. The majority of Russians prefer to buy finely chopped ground products containing several types of meat (for example, pork and beef).

Cherkizovo Group monitors consumption trends on an ongoing basis and builds its product mix based on consumer demands. For example, in 2023 the Company improved its Domashny and Fermersky ground meat products by enhancing the taste properties in their respective recipes and changing the meat grinding size. As a result, the ground meat in your dish has become even more delicious and tender.

In a bid to promote its ground meat products, in February 2024 the Company released an ad video with the slogan “Immaculately delicious!”.

_{* Including the sales of ground pork and beef.}