The market dynamics of specialized food products: a cost-effectiveness analysis of gluten-free pasta with corn and rice flour formulations

Abstract

As consumer preferences evolve, market segmentation becomes increasingly pronounced, leading to specialized food products’ rising significance. This study undertakes a multi-faceted exploration into the market dynamics of specialized food products, focusing on gluten-free pasta made with corn and rice flour formulations in the context of Kazakhstan’s economic landscape. Utilizing a composite framework that blends elements from cost-effectiveness analysis, supply chain considerations, and consumer behavior models, this research aims to elucidate the multiple dimensions that govern the commercial feasibility and market penetration of gluten-free pasta in Kazakhstan. The study’s salient findings suggest that the market for gluten-free pasta in Kazakhstan is predominantly driven by a mix of socioeconomic factors and health considerations. Interestingly, the cost-effectiveness analysis unveils that economies of scale have not yet been realized in the production cycle, indicating an opportunity for future investment in technology and process optimization. Furthermore, consumer awareness and willingness to pay a premium for specialized food products differ based on demographic factors such as age, education level, and household income, which necessitates targeted marketing strategies for maximizing market reach and profitability. This research holds significant implications for stakeholders across the food industry value chain, from raw material suppliers to end consumers. It offers an integrated lens to examine the complex interplay between production costs, consumer preferences, and market forces, ultimately serving as a guide for policy and strategic decision-making in the growing market of specialized food products.