The cake market is divided into two large segments - products with a short and long shelf life.

Products with a three-day shelf life, which are produced by almost every bakery and confectionery shop, are purchased by about 70% of housewives.

The modern market for cakes and pastries is characterized by the emergence of products that can be stored for quite a long time. The vast majority of companies strive for dynamic development, namely, to enter the federal level. In this regard, a wide variety of pies, gingerbreads and muffins are made that are not afraid of long transportation.

Such products are quite unpretentious in storage. Proponents of the classic preparation of perishable cakes do not perceive competition from such products; they simply do not consider it part of their market.

Today, there is a tendency to purchase cakes not only for celebrations, but also for everyday consumption, especially for shelf-stable cakes. Every year the market range expands, and buyers see a variety of new products from small regional and large domestic manufacturers.

According to experts, the culture of sweet consumption among the population is at the stage of formation, and accordingly, the demand for high-quality confectionery products will tend to increase.

In this regard, the consumption of cakes is increasing, especially if we compare the crisis years of 2008–2009, when there was a noticeable decline in sales.

It is important to note that the market is characterized by inelastic demand, so a slight increase in the cost of products will not affect sales volume. Therefore, it is much easier for manufacturers to adjust pricing in the event of rising prices for ingredients and components.

Consumer preferences in the market of cakes and other flour confectionery products

The most preferred places to purchase confectionery products are shown in the figure.

More and more companies are developing their own market strategy by complete refusal to use traditional recipes. The release of unique products is fully justified, since everything original is in demand. However, there has been a tendency to import similar finished products from the West.

Thus, trading companies that organize regular deliveries from European countries or manufacturers that have adopted the experience and technological support of foreign colleagues are in an advantageous position.

Almost every third consumer purchases cakes and pastries approximately once a month.

Based on marketing research, our compatriots give preference to local producers. The most popular places to purchase flour confectionery products are small grocery stores and supermarkets. In the process of choosing products, the overwhelming majority of people surveyed are guided by previous purchasing experience. After this, attention is paid to the appearance, composition and cost of the cake.

If previously the consumer paid special attention to the qualitative and quantitative composition of the product, today the short shelf life of the product is closely studied, which indicates its naturalness. The modern buyer is willing to pay for exceptional quality and the absence of preservatives, even by reducing the frequency of use.

Due to the limited shelf life (72 -125 hours), the classic cakes and pastries segment is an exclusively local market with competition rules.

The market growth rate is held back by an acute shortage of professional confectioners.

At the same time, the consumption of cakes with a long shelf life is increasing every year. Cakes with whipped cream, as well as yoghurt and curd products are also popular.

The latter variety is characterized by the use of fresh and freshly frozen berries, which contribute to the vitamin content of the cake. Consumers perceive fruit and berry products as a low-calorie confectionery product with obvious benefits for the body.

High-tech business requires significant investment in equipment. Without a marketing budget, it will be quite difficult to organize and arrange supplies of products.

Without a doubt, cakes will be successful if a number of conditions are met: the proper level of quality, excellent taste characteristics, interesting design of the box and finish of the product, a recognizable brand, and an affordable price. Such promising products have every chance of becoming a brand name.

The economic condition of a country affects every product produced in the country, no matter whether that product is banking or confectionery. Based on the economic situation, and thanks to marketing research, the future policy of the enterprise and its market strategy are formed in any market segment. Taking into account demand and market saturation allows you to change marketing strategies.

The goals and objectives for studying the confectionery market include:

1. Studying the supply market, options for improving company performance, drawing up a demographic picture, taking into account options for consent and refusal to purchase a particular product, as well as developing a pricing policy.

2. Studying trade turnover, market promotion policies, deciding on organizing and developing your own dealer network (if necessary), as well as building an advertising campaign and systematizing costs

3. Organizing the image of the enterprise, developing a brand, adjusting the corporate style, as well as distributing and sorting information on the consumer market and studying new directions in the confectionery industry

4. Drawing up a strategy for promoting the enterprise, competitiveness and profitability, in addition, distribution and competent management of resources for each of the selected market segments

People's needs and desires are limitless, but the products that companies are willing to offer are just the opposite. It is from this that it follows that people choose most goods based on their cost and the scope of their capabilities. This is the essence of demand, which for the same reason is quite variable and requires careful research.

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If we analyze the confectionery market, we can conclude that the progressive development of the company will depend on whether the company can strategically choose the right directions, modernize production and improve its position using an aggressive marketing concept.

We need to take into account the dependence on sugar imports, and this coefficient is growing and the duty per ton is not small. Experts predict a continued rise in sugar prices on both the global and domestic markets. In general, overall granulated sugar production volumes are declining. There are quite a large number of types of manufacturers of these products on the domestic market and, as you know, their own products are best represented in the regions.

Thus, several criteria can be identified for improving and promoting confectionery products:

1. poor consumer awareness of new products

2. price indicators (most buyers focus on price), although there is also a large percentage of those who prefer high quality, although they do not associate this with a specific brand

3. a small assortment of goods that should not depend on the growth of income of a certain segment of consumers

Objective analytical data will allow you to choose the right directions for development and effectively manage both a new company and a company that has already been operating for more than one year.

• DOMESTIC MARKET
• MANUFACTURERS
• CONFECTIONERY
• RANGE OF CONFECTIONERY PRODUCTS

The article analyzes the current state of the confectionery market, presents the production volumes of confectionery products in Russia, the demand for confectionery products, and the dominant trends in recent years.

• The city as a social space of the consumer services market
• Planning, organization of use and protection of land resources

Confectionery products are food products with a high percentage of sugar, which have a high degree of nutritional value, excellent taste and smell, are easily digestible and are energy-rich food products. The main raw materials for the manufacture of confectionery products are products such as: sugar, honey, fruits, berries, flour (from wheat, corn, rice, oatmeal and other products), starch, cocoa, nuts, food additives, milk, fats, eggs , yeast, gelling agents, food coloring, baking powder, flavoring and aromatic additives.

The confectionery market in Russia ranks fourth in the world (after Great Britain, Germany and the USA). The confectionery industry is developing quite actively. The tough competition in this market encourages creators to expand their range and create new products. From 2011 to 2013, an increase in demand for confectionery products was noticed in Russia and in 2013 it amounted to 3.5 million tons. The maximum growth of the indicator compared to last year was set in 2010 and reached 14%. In 2009, demand decreased by 9.5%. According to BusinesStat indicators, the demand for confectionery products will grow in the period from 2012 to 2016 and in 2016 will be at the level of 3.8 million tons. The largest share in the structure of demand for confectionery products is captured by trade on the domestic market. Over the past three years, Russia has seen an increase in the production of confectionery products. For example, the output of confectionery products in 2013 increased by 5.7%, which at the end of the year amounted to 3,288,112 tons. The reduction in the production of confectionery goods in January 2015 compared to January 2014 decreased by 1.3%, amounting to 226,576 tons. In 2014, the Central Federal District became the leader in the production of confectionery products in physical terms of the total volume produced (share of about 40.2%). Between 2012 and 2015, average producer prices for sweet cookies increased by 31% (from 61,094 rubles/ton to 80,382 rubles/ton). The maximum increase in average manufacturer prices was observed in 2013 with a growth rate of 10.8%. Average manufacturer prices for wafers in January 2015 amounted to 109,550 rubles/ton. This ratio is 18.8% (or 17,262 rubles/ton) higher than for the same month of the previous year. In 2015, the average retail price for soft chocolate glazed candies increased by 13% compared to the previous year and amounted to 226 rubles per kg. Figure 1 shows the production volumes of confectionery products in Russia from 2011 to 2014 (tons).

Picture 1

The main trends over the past few years have been the emergence of a huge number of new products and the expansion of the range of products from well-known brands, due to which the industry is growing. According to experts, about 64% of the total new production fell on the chocolate sector, about 31% fell on the sugar treats segment. In addition, products in mini and larger format packaging, which are created according to the “share with a friend” concept, have gained high popularity in recent times.

Ukraine used to be the leader in the supply of baked goods to Russia: its share in the import of flour confectionery products in 2013 was 53.9%. Russians bought food products from Poland 8 times less, from Germany with an indicator of 5.2%. For Ukraine, supplies of food products to Russia are not the most significant; they occupy 4th place in the export structure, their share is 11.4%, while in 2013 39.2% was accounted for by mechanical engineering products. According to Intesco Research Group forecasts, in the medium term the presence of foreign goods in our market will not change noticeably. If the aggravated situation with Ukraine continues, the share of imports will drop to 2.5%, but this will not change the situation on the Russian market. In the best case scenario, the share of imports will not change (4.5%), and by 2016 it will increase by tenths of a percent. Due to fierce competition in the market, manufacturers have to adapt to the desires of consumers, so many companies are expanding their product range and releasing 10 to 30 new products every year. At the same time, manufacturers strive to present not only varieties of existing labels, but also unique products; some of them even claim innovation with their recipe, type of product, unusual fillings, and cooking technology. Basically, the development directions of the confectionery products segment are similar to those in other sections of the food products market. It is popular to produce new products of existing confectionery products. For example, in the field of wafer products, straws, wafer cakes, soft and “homemade” waffles arose. The main importers of confectionery products to the Russian market are Ferrero, Ritter and AVK. The problem preventing the absolute substitution of the imported confectionery industry in Russia remains the vulnerability of the confectionery market to increased imports of products from the CIS countries at reduced prices (90% of which are imported from Ukraine duty-free). Figure 2 shows the share of imported products in 2013 on the Russian market of flour confectionery products and the structure of imports of flour confectionery products in physical terms in 2013.

Figure 2

The Bolshevik company is one of the largest manufacturers of packaged cookies in Russia (its market share is 30–40% of total sales of packaged cookies). Trademarks of this company include “Yubileinoe”, “Prichuda”, “Barney”, “Tornado”, “Shokobarokko”. One of the promising trends in the confectionery market is the “complication” of products by merging several types of confectionery products: for example, cookies with a layer of marshmallow or marmalade, ice cream cake, cookies with marshmallows (for example, sponge cookies made from marshmallow cream “Choco-Pie” Orion company). Over the past few years, the segment of religious cuisine has expanded, separate lines and entire production of corresponding products have been launched, and the demand for products labeled Halal and Kosher has increased. Tatarstan LLC “Yasen Company” produces “Christian Lenten”, “Halal”, “Kosher Product” cookies, and vegetarian cookies. Today, on the shelves of many shops and supermarkets you can also find confectionery products made according to Islamic requirements (cakes “Batyr”, “Yasmin” from the confectionery factory “Rada”, cookies “Honey”, “Ginger” from the company “Barakat”). Thus, confectionery enterprises are trying to satisfy the needs of all categories of consumers. For buyers, the naturalness of the product has recently become important. The “Sweet Sloboda” company focuses on the production of “Village Glazed” cookies, made from real village milk. The wrapper of the Tornado roll says “Contains real jam.” Products with a reduced content of sugar and artificial impurities are entering the market (for example, the collection of Eldorado candies from the confectionery company Chandeni or Halva Light without sugar from the manufacturer Sladograd).

Increasingly, manufacturers are creating confectionery products based on plant ingredients labeled “Can be used during Lent” (for example, oatmeal and butter cookies “Stuff” and “Posidelkino” from the manufacturer “Lubimy Krai”). The fact is that during Lent, the demand for confectionery products decreases, therefore, the manufacturer is trying to prove in this way that their products can be used during this period. The Russian confectionery market is saturated, especially in traditional segments (cookies, waffles, dryers, gingerbreads), and has the potential for future expansion of domestic product output and increasing the attractiveness of the confectionery market due to its export-oriented nature, which has been noted in recent years. For example, by 2013, the growth in exports was 40%. Today, Russian baked goods are supplied mainly to Kazakhstan (up to 45%) and Belarus (13%). The market for Russian confectionery products is thriving due to the smooth increase in the well-being of the population and per capita income, because expenses on confectionery products account for approximately 10% of the total food budget of low-income residents and 16% of the budget of high-income segments of the population. And every year, buyers are willing to pay more and more for natural, healthy and unusual confectionery products.

Bibliography

1. Blinov L.Yu. Consumer research system as a basis for the formation of a successful product / L. Yu. Blinov, I. S. Orlova // Marketing and marketing research. - 2011. - No. 5 (95) September. - pp. 384-390.
2. Kurbanbaeva D.F., Shmatko A.D. Development of infrastructure support for innovation activity // Bulletin of Economic Integration. 2012. No. 3. P. 65-71.
3. Shmatko A.D. Using quality management methods to ensure the competitiveness of innovative enterprises // Bulletin of Economic Integration. 2009. T. 1. P. 143.
4. Shmatko A.D. Development of infrastructure support for small business in higher education in an innovative economy // dissertation for the degree of Doctor of Economics: 08.00.05 / St. Petersburg State University of Economics and Finance. St. Petersburg, 2012.

To identify consumer preferences, a survey of Almaty city residents was conducted. The survey was conducted in crowded areas of different age groups: 15-20 years old (12% of respondents), 21-25 years old (22%), 26-30 years old (11%), 31-40 years old (16%), over 40 years (39% of respondents). When purchasing confectionery products, the majority of respondents named quality along with affordability as the deciding factor. The majority of consumers (30%) buy confectionery products two to three times a month. Young people shop several times a week and are mainly interested in chocolate bars. About 20% of respondents buy confectionery products less than once a month (mostly these are low-income buyers and pensioners).

As a result of the survey, consumer preferences were identified regarding confectionery products from various manufacturers, whose products are presented on the Almaty market (Table 5)

	Age group of consumers
					over 40 years
		Karaganda
	Karaganda
			Karaganda	Karaganda	Karaganda
		Baltics	Baltics	Baltics	Baltics
	Baltics			Kostanay

As the data in the table above shows, the most preferred confectionery products among the population of Almaty are the local factory of Rakhat JSC, Karaganda and Russian factories (60% of respondents indicated Rakhat JSC in their answers, 45% indicated Russia, 41% - Karaganda). These manufacturers are traditional leaders. Baltic-made confectionery products are at the average level of preference - 21% of respondents indicated these.

Analysis of consumer responses by age group showed that young people aged 15 to 25 years prefer confectionery products produced in Karaganda and Russia. This is explained by the higher sensitivity of this age group to advertising events actively carried out by the above-mentioned manufacturers. The population aged 26 years and above prefers the products of Rakhat JSC and is the main market for the products of this enterprise. A positive attitude towards the products of the local factory has been cultivated among the older generation for years. This is due to the practice of the so-called “funding” or “unbundling” of products that existed during the planned economy, according to which the USSR Ministry of Trade issued tasks mandatory for certain enterprises in the confectionery industry to supply their products to regional government wholesale buyers. The result for a particular brand is high and average popularity in some regions of Kazakhstan and almost complete obscurity in others. Thus, consumers of Karaganda over the age of 19 give first place to the products of the Karaganda confectionery factory of JSC “Zhanar”. Young people, like their peers from Almaty, prefer imported products from Russia and far abroad.

The main task for OA “Rakhat”, arising from the survey results, is to attract young people (15-25 years old) to its products. This age group is a potential market, and it is necessary to win the commitment of these consumers to their products. To do this, it is necessary to strengthen advertising activities aimed at people of this age through youth-oriented media. In addition, you can distribute products through new distribution channels, which are used more by young people - commercial kiosks, bars, nightclubs, discos, etc. This applies to packaged products, chocolate.

Additionally, it is possible to carry out activities to promote the consumption of Rakhat JSC products, also aimed at young people. During the consumer survey, a demand was identified for confectionery products that were not in the Rakhat JSC assortment and for gum products (gelatin marmalade). The results of this area of ​​the survey are presented in Table 6.

Table 6 - Consumer preferences for products not included in the assortment of Rakhat JSC (% of those who indicated this product)

As Table 6 shows, the most preferred products are chocolate bars, chocolate spread, and filled chocolate. These products have been present on the confectionery market for a long time and have established themselves as having constant, stable demand. Regarding the remaining goods, we can say that they are objectively new goods on the market and the demand for them has not yet been formed.

The consumer survey revealed consumer preferences for individual product groups. In particular, the results of studying the demand for chocolate bars showed the popularity of products made in Germany and Russia (69% of respondents indicated Germany in their answers, 53% named Russia). Among the imported brands, the most famous was “Fazer” (Poland).

Also during the survey, the demand for different types of chocolate was revealed:

• -milk with additions was named by 50% of respondents;
• -milk without additives was named by 42% of respondents;
• -dark with additions - 53%;
• - dark without additives - 57%;
• -white with additions - 15%;
• -white without additives - 36%;
• -with filler - 45%.

As you can see, the most preferred types of chocolate are dark with and without additions, milk with additions, and chocolate with filler.

The most popular additions to chocolate among consumers are large nuts, raisins, and fruit and berry fillings. Neutral attitude towards additives such as caramel mass and coconut crumbs. Grated nuts and wafer crumbs are not popular additions to chocolate.

One of the goals of the study was to study the toffee market and identify consumer preferences regarding the shape of this product.

A market study in Almaty showed that in retail outlets selling confectionery products, toffee is represented mainly by Rakhat JSC and Russian manufacturers (Moscow, St. Petersburg), products from the Baltic countries occupy a small share. Russian-made toffee is widely represented mainly only in retail outlets specializing in the sale of confectionery products from Russia, as well as in large retail enterprises. In stores that sell iris produced in Russia and Almaty, the greatest demand is for iris produced by Rakhat JSC (74% of respondents). Buyers explain their choice by the fact that, despite the same quality, Almaty iris is more affordable (retail prices for Russian-made iris exceed the prices for Kazakh products by an average of 30%).

70% of the assortment of Russian-made iris are square in shape; the survey results showed that the choice of consumers in general does not depend on the shape of the iris, but the square shape is slightly preferable. Buyers explain this by its unusual appearance and appeal to children. For most respondents, the shape of the iris does not matter.

One of the promising types of confectionery products is halva. A market review showed that in Almaty, halva is represented by Russian factories (Kabardino-Balkarian, Moscow “Rot Front” and Rostov). Halva is available in weight and packaged form, as well as chocolate-glazed. Weighted halva is largely sold through the street network in city markets, and also packaged through grocery stores. Weighted halva is present in the assortment of every retail outlet that sells confectionery products, as well as at non-specialized sellers among other products. Packaged halva is present in the assortment of 90% of retail outlets, which indicates a significant supply of this product on the market. Demand varies depending on the type of halva. Thus, halva by weight is in the highest demand. However, there are some fluctuations in demand. The demand for packaged products (mostly 300g each) is at an average level. Halva, glazed with chocolate, is practically not in demand. The reason for this is the novelty and high price of this product.

In Almaty, several private workshops currently produce halva. Their products are of low quality, which has led to a negative attitude among buyers towards halva produced in Almaty.

One of the priority areas of the product policy of confectionery enterprises is the development of packaging and packaging of products. In this direction, a consumer survey was conducted with demonstration of samples, with the goal of identifying consumer preferences regarding packaging and weight of packages.

As an example to determine the packaging, we took the dragee, which is currently sold by weight. The respondent was asked to choose his most preferred type of packaging from three proposed options: cardboard art box, 200 g cellophane bag and 80 g cellophane bag. The answers were distributed as follows:

Option % of respondents

Cardboard art box 70%

Cellophane bag (200 g) 18%

Cellophane bag (80 g) 8%

By weight 4%

As you can see, the cardboard art box has the greatest preference among consumers. Respondents motivate their choice by convenience, practicality, and aesthetics.

Based on the weight of the packaging, it was proposed to choose the most preferable option for toffee, caramel and sweets from the proposed ones: 150 g, 200 g, 300 g, 500 g, by weight, etc. Table 7 presents respondents' answers by weight of packaging.

Table 7 - Consumer preferences by weight of packaging, % of respondents

The results of a consumer survey regarding the weight of packaging showed that for toffee and caramel, the majority is inclined to the 200 gram option. For candies (“Forget-me-not”, “Premiere”, “School”, “Swallow”, “Burevestnik”), the greatest preference among consumers was a plastic bag with candies weighing 250g.

Such research allows us to develop further plans for the development of the enterprise.

Until 2015, the Russian confectionery market was one of the most actively developing segments of the consumer sector of the economy. However, recently the share of sweets lovers has begun to fall sharply. The consumption of imported confectionery products, primarily chocolate and flour products, decreased the most. According to a study of the bakery and confectionery market conducted in September 2016, compared to 2013, the share of buyers of cream products in Moscow decreased by 19 p.p., and the share of buyers of small-piece confectionery products (cookies, dried gingerbread) - by 5 p.p. .P. (Fig. 1)

Picture 1. Purchase of confectionery products in 2013 and 2016, % of the number of respondents

Why is this happening?

The first reason, which lies on the surface, is a reduction in consumer spending by Russians due to the weakening of the ruble, a reduction in household incomes and rising consumer prices. Thus, according to the Center for Confectionery Market Research, in 2015 prices for confectionery products increased in Russia as a whole by an average of 24%.

The second trend, which, according to market experts, is affecting consumer activity, is the desire of an increasing number of Russians to bake their own baked goods. In this regard, there was an increased demand for the purchase of baking ingredients.

The desire of consumers to lead a healthy lifestyle, and of producers not to lose their customers, leads to changes in the positioning of confectionery and bakery products. The most common claims that accompany a new product on the global market are: “no additives and/or preservatives,” “low and/or allergen-free,” “whole grain,” “gluten free,” and others. On the Russian market there are such statements as “supporting a healthy state and heart function”, “ease of use”, “eco-friendly packaging”, “to normalize digestion”, “for weight loss”, “non-GMO”, “enriched with protein” and others .

Also, specialized (for a specific group of people) bakery and confectionery products are increasingly appearing on the shelves of Russian stores and are in demand, for example, for pensioners or people with a certain type of disease.

You won’t soon get your fill of sweets

As noted above, compared to 2013, the share of buyers of small-piece products decreased from 57% to 52%. It is important to note that the vast majority of Muscovites surveyed are still more likely to buy small-piece confectionery products in packaging rather than by weight. Women and youth continue to be more active buyers of these products. Also, women are generally more knowledgeable about confectionery manufacturers compared to men.

If we talk about the preferences of Muscovites by type of confectionery products, then cookies, as in 2013, remain the most purchased in the capital - they are chosen by 76% of surveyed buyers of “small things” (Fig. 2). It is worth noting that for many types of confectionery products there is a decrease in the share of buyers. Thus, Muscovites began to enjoy less demand for dry bread and bagels (-8 p.p.), marshmallows (-5 p.p.) and oriental sweets (-7 p.p.).

Figure 2. Preferences by types of small-piece confectionery products, % of the number of buyers

What's with what? It is possible to identify separate groups of small-piece confectionery products, the purchase of which is typical for the same consumers. For example, marshmallows, marmalade and marshmallows are most often bought together. Gingerbread cookies are purchased together with cookies, waffles and muffins. If Muscovites buy crackers and bagels, then there is a high probability that they will also buy sweet crackers. Oriental sweets are purchased by those who love cookies and waffle cakes. The results obtained indicate the interchangeability of certain small-piece confectionery products included in one group, which, in particular, can manifest itself in a situation of joint purchase of specific types of products, as well as as an alternative to others.

As for places to buy confectionery products, the following picture is observed: supermarkets and hypermarkets are becoming increasingly popular places to buy sweets. In 2013, 57% of Muscovites surveyed purchased “small things” there for themselves and their families; today this share has grown to 69%. At the same time, there is a decrease in the share of buyers of confectionery products in convenience stores: 18% versus 34% in 2013 (Figure 3).

Figure 3. Places for purchasing small-piece confectionery products, % of small-piece buyers

If we talk about the level of expenses Muscovites spend on one purchase of small-piece confectionery products, then, according to data for 2016, 66% of respondents spend no more than 300 rubles at a time, which is comparable to the data of a study conducted in 2013.

It is also interesting that over the past three years, the level of Muscovites’ trust in Russian confectionery manufacturers has increased significantly (from 52% in 2013 to 63% in 2016). Moreover, this happened not due to an increase in distrust of foreign manufacturers, but due to a reduction in the share of those who answered “it’s hard to say, it depends on the specific brand.”

If they don't have bread, let them eat cake!

The share of buyers of cream confectionery products has decreased significantly compared to 2013. However, this had little effect on the frequency of purchases of cakes and pastries; on the contrary, the share of those who bought cakes several times a week increased by 6 percentage points. and at the time of the survey was 12%.

The main place for purchasing cream products, as well as small items, is network retail – it is chosen by 62% of buyers of cream products. Less popular are branded stores of manufacturers, where 16% of respondents buy these products, and no more than 7% of respondents buy them in specialized confectionery stores and bakeries.

Cake consumers began to purchase products that were lighter in weight: for 45% of Muscovites surveyed, the weight of their last purchase did not exceed a kilogram, while in 2013 the share of such purchases was 34%. The reason for this decline can be explained, at a minimum, by the fact that cream cakes, which have the smallest volume, require more significant costs from buyers.

Figure 4. Weight of the last purchase of cream cake, % of buyers of cream products

At the same time, the cost of the average purchase of cakes increased significantly compared to 2013 (by 23%) and amounted to 611 rubles. As for cakes, on average Muscovites spent 241 rubles on their last purchase of this product.

The most recognizable and purchased products in Moscow remain those produced under the U Palycha brand (Company M LLC, Samara) - 91% of buyers of cream products know this brand, and 55% have purchased it in the last 6 months. The products of CF Oktyabr LLC (Moscow region) and Fili-Baker LLC (Moscow) are also highly recognizable - they are chosen by 74 and 67% of respondents, respectively (Figure 5).

Figure 5. Renowned producers of cream confectionery products. TOP-10, % of buyers of cream products

Existing trends in the consumer market, namely: rising prices, declining consumer spending and household income, focus on healthy and wholesome products, have affected the purchasing preferences of Muscovites and have had a negative impact on the confectionery and bakery products market as a whole. But, despite some negative waves, such an atmosphere always leads to new discoveries, expansion of the range, and improvement of product quality.

The study was conducted using a telephone survey among Muscovites aged 18 to 60 years old who buy bakery and confectionery products; 938 people were interviewed in May-June 2013, and 1,205 people were interviewed in September 2016.