during lent customers opt for buckwheats, mushrooms and vegetables
PRESS-RELEASE DIXY GROUP: DURING LENT CUSTOMERS OPT FOR BUCKWHEATS, MUSHROOMS AND VEGETABLES Moscow, Russian Federation, 26 March 2015 The stores of DIXY Group divisions have analyzed the changes in demand that have occurred over the four weeks since the beginning of Lent. During the period, dairy and meat products yielded to fresh and canned vegetables, cereals, mushrooms and low-calorie sauces in the standard selection of foodstuffs. Over the four weeks since the beginning of Lent, the sales of fresh grown potatoes in DIXY stores have shown an eightfold increase and those of squash, tripled; the turnover of Iceberg lettuce has risen by 60% and that of fresh mushrooms has grown almost 30%. Sales of canned corn have increased by 80%. Traditionally, buckwheat groats remain the cereal most popular with the customers during Lent: their sales rise by 15% compared to the monthly average for February. In order to diversify the menu of those strictly observing the fast rules, neighborhood stores are expanding the range of pre-cooked vegetables they offer and introducing Lent-time mayonnaise and cookies. The line of canned vegetables also has new items: in February, the stores started offering private D-brand ratatouille and eggplant in hot adzhika sauce. Victoria supermarkets also register an increase in the sales of Lent-time items. During the period, the customers prefer canned vegetables, grits and cereals. Compared to the average daily figures in February, sales of mashed vegetables increase by 63% over the four weeks since the beginning of Lent, those of oatmeal flakes rise by 80%and of buckwheat grits -by 8%. The section of cooked-in-store dishes offers over 40 items – not only various fresh vegetable salads, but also hot meals and desserts. Those with a sweet tooth can treat themselves to Lent-time muffins, whole-grain crackers and apple-and-carrot cakes. Over these four weeks, the overall increase in the sales of Lent items cooked-in-store has totaled 50% by volume. During Lent, the patrons of Megamart compact hypermarkets opt for fresh vegetables, canned vegetables, grits and cereals. According to the division’s analysts, over the first four weeks of Lent, sales in these categories rise by up to 28%. Leading in the increased Lent sales of deli products are vegetable rolls and lowcalorie dumplings. During Lent, their sales increase by up to ten times. Over the first four weeks of Lent, the sales of store-prepared low-calorie meals have risen by 70%. OJSC DIXY Group (MOEX: DIXY) is one of Russia’s leading retailers of foods and everyday products. The first DIXY store was opened in Moscow in 1999, and after that the Company has been experiencing the period of the intensive organic development, followed by the major acquisition of Victoria Group in June 2011. As of February 28, 2015, the Company operated 2,256 stores, including 2,126 DIXY neighborhood stores, 94 Victoria stores, 1 CASH store, and 35 compact hypermarkets MegaMart and MiniMart. The Company operates in Central, Northwestern, Volga and Urals federal districts of Russia, and in Kaliningrad and Kaliningrad region. As of February 28, 2015, the Company had a total of 764,839 square meters of selling space. In 2014, the Company’s total revenue amounted to RUR 229 bln (USD 6.0 bln). The Company is the third largest national food retailer by revenue, selling area, and number of stores. The Company employs over 50,000 people. In May 2007, the Company raised USD 360 mln in its IPO on the RTS and MICEX. A controlling stake of 54.4% in OJSC DIXY Group is owned by Mercury Group of Companies, a diversified holding company. The Russian business magazine Expert rates DIXY Group as one of the Top-100 largest Russian companies. For further enquiries, please, contact: Anastasia Orlova PR Director DIXY Group of Companies Tel.: +7 495 933 1450 ext. 2132 Fax: +7 495 933 0259 Mob.: +7 916 953 20 56 E-mail: A.Orlova@hq.dixy.ru pr@hq.dixy.ru http://www.dixy.ru/
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