The coffee market is actively developing. The instant drink remains the most popular in Russia, however, over the past few years, there has been an increase in consumer interest in grain and ground coffee. This is reflected in the trends of the entire category, including in the instant coffee segment, where the main competition revolves around the most popular type of product – freeze-dried coffee. Large companies are introducing product innovations, such as “ground coffee in instant coffee”.
The Lakto brand, developed by Mildberry for the European market and successfully entered the Chinese market, has also appeared in Russian supermarkets. Immuno Lakto is a new line of functional fermented milk products for immunity, exclusively launched in Russia by the alliance of the Nesvizh Baby Food Plant (NZDP) and X5 Retail Group.
The impact of the pandemic and the inevitable need for savings is making the hard discounter format more and more popular with the Russian consumers. Following the European expansion, hard discounters are also increasing their presence in Russia.
Unipharm is a private pharmaceutical company specializing in the development, production and sale of high-quality medicines and dietary supplements. Today, vitamin-mineral complexes and medicines from Unipharm are bought by millions of consumers around the world.
Yummy United is perhaps the only company in the world run by kids. The company produces food products for children, created in accordance with children’s ideas and in close cooperation with children. The idea to involve kids in the development process belongs to the Mildberry founder Oleg Beriev and an expert in food production technologies Roman Glebov, while the Mildberry brand agency made it happen.
The pandemic has made major adjustments to business processes around the world, and pharmaceutical companies have a chance to become even more in demand than ever. According to Deloitte, the pharmaceutical market has grown by more than 10% in 2020, which has led to an even more fierce competition for consumer attention.
Valenta Pharm JSC is a Russian innovative pharmaceutical company focused on the development and production of new original medications. For nearly 25 years, Valenta Pharm has been developing, manufacturing and marketing prescription and over-the-counter drugs in several areas at once, including immunology, virology and antibacterial therapy. The company’s portfolio includes brands such as Ingavirin, Grammidin, Trimedat, Nanotropil and Phenazepam, which have been developed and updated by the Mildberry team over the course of many years of cooperation with Valenta Pharm.
Together with Valenta Pharm, we have developed new packaging for two brands that are especially relevant today – Phenazepam® and Nanotropil®Novo. Both drugs affect the nervous system and brain function, providing either a stimulating or calming effect: Nanotropil®Novo is a nootropic drug with psychostimulating properties that improves concentration and memory. Phenazepam® is a sedative-hypnotic, anticonvulsant and central muscle relaxant.
The modern rhythm of life and the information overload call for solutions to reduce stress. The trend for life-work balance is becoming more and more popular: consumer demand has been formed for products made to take care of the physical and emotional well-being. According to Ipsos, almost 46% of respondents worldwide report a decrease in productivity at work, and another 50% report constant stress. At the same time, according to a study by Lancet Psychiatry, the total cost of treating anxiety disorders by 2030 will be $147 bln. This opens up new opportunities for the manufacturing of drugs that either stimulate the brain or calm the nervous system.
The key task in Nanotropil®Novo package development was to reflect the main advantages of the brand – safe improvement of cognitive functions, efficiency, consumer accessibility, taking care of health and improving it. Nanotropil is a stimulant that increases the efficiency of thinking, improves concentration and has a positive effect on memory, which is especially important in the age of information noise.
The main objective of the Phenazepam package overhaul is to update the brand for the consumer, to develop a design that is convenient and attractive, both digitally and physically, while maintaining its recognizable image for the buyer.
Both products in updated packaging can already be found both in pharmacies both off and online throughout the country.