Evolution of human dairy products needs

Abstract

The purpose of business activity is to satisfy customers’ and partners’ demands, make profit and ensure the well-being of society. The analysis of dairy industry and population needs is of great importance to commodity experts’ opinion. The objects of the study were world, national and regional (Irkutsk region) needs of the population for dairy products during 2018-2020. Empirical and sociological methods were used to analyze primary and secondary marketing information. There is a negative tendency in dairy foods consumption since it is decreasing annually (the world market by 1.12 % annually, the Russian market by 2.39 % and Irkutsk regional market by 2 %). Dairy products take the first place in the Russian federal consumer basket and make 25.6 %. The recommended annual consumption is 256-361 kg/year, the consumption range for children and adults is 25-34%. Irkutsk regional consumption of dairy products is 17 % lower than the recommended rate. Dairy products are at the top of “healthy” consumer basket and account for 36 % of its volume. The dairy market is moving towards functional food products which contribute to rational nutrition. The target consumers are people aged 15-36. The share of functional dairy products makes 68 % of the functional product market in Irkutsk region. People under the age of 35 tend to choose yoghurts and new types of sour milk drinks. Middle-aged and elderly people most often buy sour cream, cottage cheese and ryazhenka. Consumers over 45 have no interest in functional dairy products. 15 % of consumers tend to choose dairy foods with different flavor additives, 12 % are likely to choose dairy foods with minerals, 9 % prefer bifidus and lactic bacteria, 8 % of consumers choose other dairy foods, the rest of them are fond of classical products. The range of dairy products is increasing, the main emphasis is on fermented milk products. Special attention is being paid to the production of multifunctional foods produced according to the principles of naturalness and a higher biological value.