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September 2022 (published: 27.09.2022)
Number 3(50)
Home > Issue > Market trend analysis and demand study for functional gluten-free products
Osipova E.R. , Orlova O.Y. , Boitsova J.S.
, Ivashchenko Y.S.
In the last decade, there has been a significant increase in public demand for gluten-free products, and the market, in response to the increased interest in meeting the society's need for gluten-free products, has begun to actively offer a wide range of gluten-free products. The purpose of the work is to identify trends in the modern Russian market of functional gluten-free products in order to determine the prospects for the emergence and development of new companies. The object of the research is the market of gluten-free products. The authors chose gluten-free products of the FOODCODE brand as the subject of the study. The paper substantiates the need of the population for gluten-free products. In the process of analyzing trends in the development of the gluten-free products market, political, legal, economic, sociological, technological and environmental factors were considered. Based on these factors, the place of the FOODCODE brand in the wholesale and retail market of gluten-free products was determined. In order to study the demand for products and determine the core of the target audience, the authors conducted a survey, based on which the results and conclusions are presented in this paper: a description of the target audience, its characteristics and the main population groups interested in consuming gluten-free products is given, and an idea is formed about the core of the target audience. In conclusion, based on the results of the study, the authors briefly formulated conclusions about the trends in the development of the gluten-free products market and formed recommendations for further work on studying aspects of the gluten-free products market. According to the authors, the formulated conclusions on the work will find practical application in the field of building a development strategy and promoting a brand of gluten-free products.
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Keywords: gluten-free products, target audience analysis, gluten-free products, protein intolerance, celiac disease, market trends, PESTEL analysis.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
UDC 339.1; 339.133.017; 339.138
Market trend analysis and demand study for functional gluten-free products
In the last decade, there has been a significant increase in public demand for gluten-free products, and the market, in response to the increased interest in meeting the society's need for gluten-free products, has begun to actively offer a wide range of gluten-free products. The purpose of the work is to identify trends in the modern Russian market of functional gluten-free products in order to determine the prospects for the emergence and development of new companies. The object of the research is the market of gluten-free products. The authors chose gluten-free products of the FOODCODE brand as the subject of the study. The paper substantiates the need of the population for gluten-free products. In the process of analyzing trends in the development of the gluten-free products market, political, legal, economic, sociological, technological and environmental factors were considered. Based on these factors, the place of the FOODCODE brand in the wholesale and retail market of gluten-free products was determined. In order to study the demand for products and determine the core of the target audience, the authors conducted a survey, based on which the results and conclusions are presented in this paper: a description of the target audience, its characteristics and the main population groups interested in consuming gluten-free products is given, and an idea is formed about the core of the target audience. In conclusion, based on the results of the study, the authors briefly formulated conclusions about the trends in the development of the gluten-free products market and formed recommendations for further work on studying aspects of the gluten-free products market. According to the authors, the formulated conclusions on the work will find practical application in the field of building a development strategy and promoting a brand of gluten-free products.
Read the full article
Keywords: gluten-free products, target audience analysis, gluten-free products, protein intolerance, celiac disease, market trends, PESTEL analysis.
DOI 10.17586/2310-1172-2022-17-3-89-96