Comprehensive assessment of consumer properties on bakery products with functional additives sold in Murmansk

Abstract

Due to the economic recession resulting from low labor efficiency, a reduction in the number of the employable population and sanctions, constantly sending shock waves throughout the world community, Russian consumers have enhanced their consumption of staple foods, bakery products included. Overall production of bakery goods with a three-day shelf life has decreased, since neither minimum income consumers, that is, most of the population, nor retirement-age people can afford them. Conversely, production of shelf-stable low-moisture bakery goods has been increasing. (Crumb moistness is a regulated physicochemical parameter.) Bakery products are everyday goods. Being critical to the food sovereignty and security of the country, they are considered strategic goods. In view of this, the marketing activities of bakery goods manufacturers must accommodate state interests and be consistent with welfare policies. It is of particular importance today as the socio-economic and demographic conditions in Russia remain dire. According to the State Committee on Statistics of the Russian Federation (Goskomstat), about 40% of the country’s population have income that is less than the minimum subsistence level, while the annual natural population decline amounted to 218,000 people. The current situation requires that the population be provided with affordable, high-quality bakery products and the interests of manufactures (i.e., profit-making) and society at large be factored in and balanced out. These challenges are met both abroad and somewhat in Russia by applying a concept of enlightened, socially responsible and ethical marketing on a large scale.