Shortbread Consumer Market Analysis in the Republic of Adygea

Abstract

Flour confectionery products are attractive to buyers and producers. The index of industrial production of the Russian Federation, including "Production of bakery and flour confectionery products", as of May 2023 amounted to 107.7% compared to the same period in 2022. When evaluating the product, it is necessary to take into account consumer properties and hygienic standards. The main groups of flour confectionery products are weighted and packaged. There is no single method of market segmentation. Segmentation is divided according to geographical and demographic (gender, age, family size, income level, etc.) principles. Flour confectionery products with increased nutritional and biological value, functional purpose, as well as enriched are gaining more and more interest. The aim of the work is to study the consumer market of sand cookies in the Republic of Adygea: analysis of assortment and consumer preferences. The consumer market of shortbread cookies in the Republic of Adygea is studied, assortment and consumer preferences are analyzed. It is established that the domestic industry produces only a small number of names of dietary flour confectionery products including cookies. One third of consumers in the country (31%) use cookies daily, mostly satisfied with their assortment (82%), 22% prefer sandy cookies, more than half (62%) choose cookies without additives and weighted cookies. Two thirds of consumers are interested in information about cookies. However, about one fifth of cookies are interested in the functional orientation of the product, which confirms the need to develop the assortment of flour confectionery products in this direction and the formation of consumer demand for these products. In the republic there is a good raw material base for obtaining non-traditional sources of raw materials, for example, flour from white edible corn "Adygeyskaya", developed in the State Scientific and Research Institution "Adygeysky Research Institute of Agriculture", the use of which in flour compositions will allow to obtain sand cookies of functional purpose (for example, gluten-free, low-gluten, etc.).