Forecast and prospects for the formation of consumer preferences in the field of environmentally friendly products in the regional market

Abstract

The article considers the formation of consumer preferences in the market of "environmentally friendly products" in the region. The Law "On Organic Products" introduces the concept of organic products, and for its producers it regulates the norms of production, storage, transportation, labeling and sales, and the law defines organic agriculture. The market condition was assessed in relation to Russians to quality products according to a number of criteria and the results were compared with similar indicators for the period from 2015 to 2019. The data are based on the socio-economic studies of Romir. The main directions of promoting biological products to the regional market are analyzed. Today, in the organic segment, basic products are mainly produced - drinking milk, cottage cheese, sour cream. Bioproducts are a more expensive product, therefore, it will not be available to everyone. About two-thirds of consumers are willing to pay more for organic and non-GMO products. The need to save overpowers the desire for a healthy diet, so 40% of respondents refuse to overpay for the quality of products, and this figure has been growing steadily over the past four years. The study revealed that the growing popularity of a healthy lifestyle leads to the fact that Russian consumers would like to see more natural products on store shelves and about 30% of them say that the labels on the packaging are “natural”, “organic”, “ECO” - are an additional incentive to shopping. Thus, the studies presented in the article allow forecasting the growth and development of this category of products in the future.