Russian Dairy Brands in the NTech-500 2024 Ranking: Steady Growth and Strengthening Positions

LAY’S (PepsiCo) topped the ranking, climbing to 1st place with a score of 9,255 points, increasing its share by +747 points. Miratorg took second place (9,145), dropping one position despite growth. The dairy brand Prostokvashino ranked third with a score of 8,046, strengthening its position (+433) and maintaining its place from 2023.

Among the dynamically developing dairy brands in the top 100 were:

⦁ Korovka iz Korenovki (15th place, +4 positions, +590 points),

⦁ Brest-Litovsk (16th place, slight decrease in score with a rise of 1 position),

⦁ Selo Zelenoe (17th place, +3 positions, +511 points),

⦁ Vkusnoteevo (29th place, +4 positions, +355),

⦁ Ekomilk (46th place, rating score: 2,290),

⦁ Danissimo (47th place, +8 positions, +228).

The following brands also performed confidently in the second hundred of the ranking:

⦁ Savushkin Produkt (71st place),

⦁ Lebedyanmoloko (72nd place, +25 positions, +294),

⦁ Ekonika (73rd place),

⦁ Chistaya Liniya (77th place, +11 positions),

⦁ President (114th place),

⦁ Viola (100th place),

⦁ Parmalat (162nd place),

⦁ Syrobogatov (166th place),

⦁ Karat (175th place),

⦁ Epica (151st place, +44 positions, +199).

In addition, the ranking included regional dairy brands demonstrating steady growth: Belebeevsky, Irbitskoe, Pestravka, Kubansky Molochnik, Kubanskaya Burenka. These brands are actively developing in local markets and gradually expanding their presence in federal retail.

How the NTech-500 Ranking is Formed

NTech-500 is an annual ranking of FMCG food brands presented on the Russian market, based on 2024 results. The ranking is formed based on the brand's share in total food sales, measured using the "Main Shelf of the Refrigerator" (MSR) model.

MSR is an analytical model of the consumer basket developed by NTech specialists. It covers about 19,000 brands with total sales of over 7.2 trillion rubles in 2024. The main rating score is calculated as the ratio of brand sales to the total MSR volume, multiplied by 1,000,000 for clarity. Even for leaders like LAY’S, the sales share is less than 1%.

In regional rankings, the ratio of brand sales to total MSR sales in the corresponding region is calculated similarly. In category and group rankings, the score is determined as the brand's share of sales in a specific category, also multiplied by 1,000,000.