Abstract
Currently, Russia is implementing the project “Demography”, which involves the formation of motivation of people to a healthy lifestyle, including a healthy diet. In the article the author reveals the problem of the lack of quality and vital for health products in the daily diet of the majority of the population due to the lack of opportunities to purchase them. Falling incomes and purchasing power of the population shifts the food vector to the consumption of products rich in vegetable fats and sugars or processed products made from inexpensive imported products. High prices for quality products remain the main factor determining the structure of consumption and health of the nation. In this regard, enterprises should start from the regional characteristics both in terms of income levels and dietary habits, and age composition of the target audience, because of the quality of food depends on maintaining the health and longevity of the population and the gene pool of future generations. It is necessary to take measures to promote a healthy diet, create “separate shelves” with natural products, reduce cheating on products, ranging from excise duties to logical costs. Issues of production of environmentally friendly products come to the fore today. In this regard, modern technologies in agriculture are in great demand today, allowing to increase the purity of products.
Highlights
Несмотря на доминирование цены как фактора потребления, производство дешевой низкокачественной продукции не должно становиться долгосрочной стратегией бизнеса
Russia is implementing the project “Demography”, which involves the formation of motivation of people to a healthy lifestyle, including a healthy diet
In the article the author reveals the problem of the lack of quality and vital for health products in the daily diet of the majority of the population due to the lack of opportunities to purchase them
Summary
Влияние экономической доступности продовольствия на структуру потребления и здоровье нации. В этой связи предприятиям необходимо отталкиваться от региональных особенностей как в части уровня доходов населения и традиций питания, так и возрастного состава целевой аудитории, ибо от качества питания зависит поддержание здоровья нации, долголетие населения и генофонд будущего поколения. Не так много – 1 %, но в первом квартале реальные доходы населения снижались на 2,3 %, поэтому достижение даже этого скромного показателя будет проблематично. При этом одним из драйверов экономики, в том числе и агросектора, Минэкономразвития РФ называет «восстановление потребительского спроса на фоне роста доходов», хотя официальная статистика не отражает падения потребления основных видов продовольствия, очевидно, что люди экономят на продуктах питания, тем более что в целом они не дешевеют, хотя Росстат и фиксирует лишь сезонные понижения цен на отдельные категории
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