Analysis of the market for baby food problems. Marketing research of the baby food market. Source: GfK Baby Panel study data

Marketing research market baby food in Russia from SuccessBrandManagement. From the material you will learn key parameters industries: market capacity, main players, forecasts, as well as how interesting this segment is for small businesses and whether it makes sense to engage in the production of baby food in the current market conditions.

 

The baby food market is growing positively. Even despite the general slowdown in consumption and the crisis of 2014, sales of baby food are increasing. Growth is driven by supply and demand drivers. This category of the food industry is an essential product, so baby food is best supplied with sales through all retail and wholesale channels.

Briefly about the market

The baby food market is segmented by product type and consumer age.

The production of baby food is divided into several segments:

• Dairy and dairy products
• Milk formulas
• Baby juices
• And etc.

Diagram 1. Production of baby food by segments, as of 2014, % of production, thousand tons. Source: According to Rosstat

In real terms, the leading segments are purees (27.1%) and mixtures of 20%, children's fermented milk products and fruit juices ranked third with shares of 17.2% and 16.2%. In fact, formulas and fermented milk products act as specialized clinical nutrition, which is most in demand on the market.

Breast milk substitutes are the largest segment in monetary terms.But only because of the high price. As you can see, in physical terms, this is not the largest segment. But this segment is also the leader in terms of growth rates + 9.4% in 2014 in real terms.

The segment of children's water is growing very actively - 11.3% in physical terms and 18.2% in money terms. And it has relatively less competition than in other baby food segments.

Juices and tea have the lowest growth rates (1.7% in real terms).

Market indicators

The growth of the market, as before, is provided to a greater extent (72%) due to imported products.

Diagram 2. Market volume, thousand rubles, 2011-14 Source: Federal Statistics Service and SBMgroup.biz calculations

The growth of Russian consumption in 2014 amounted to about 10-12%.

Import

Considering that the embargo in 2014 still did not affect baby food from Europe, then, undoubtedly, the leaders remained in the same composition:

1. Switzerland (up to 40% of all imports)
2. Netherlands (up to 25%)
3. Germany (up to 10%)

They mainly import dry mixes and vegetable puree.

Export

In 2014, the top three export countries of Russian baby food were: Kazakhstan - 50%, Ukraine - about 25%. Kyrgyzstan -15%.

Competition

The competitive situation in the baby food market can be called quite tense. Several domestic companies and importers are leading here. The market is consolidating, gradually trying on the Western model, when there are only a few large players on a national scale in the industry.

41 enterprises from 26 regions of Russia operate on the market.

Manufacturer		Range
JSC "Children's food" Istra- Nutricia» (Moscow region) Netherlands, Holland	Frutapura Nutricia, Nutrilon, Baby, Baby, Top Top	Adapted mixtures for baby food on dairy and soy base of the following grades: "Babylac", "Babylac 2", "Babilak soy", "Baby with an improved recipe", "Baby from 6 months", "Kid Instrinsky" (instant). Enriched milk and dairy-free porridge "Nutricia-Malyshka" (instant).
CJSC "Company" Nutritek " (Moscow region)	"Nutrilak", "Winnie", "Baby"	Mixtures - breast milk substitutes, baby water, purees, cereals, juices
Nestle Russia LLC (Moscow ob) Poland, USA Switzerland, Netherlands	Nestogen, Gerber	Dairy-free cereals Milk porridge Prebiotic Blends Single and multi-component purees Vegetable and fruit purees Puree with cottage cheese, yogurt, cream, Meat puree Vegetables with meat
Russia - Kaliningrad, Germany, Austria
Germany		Basic and therapeutic milk formulas Herbal teas for babies and mothers Dairy and non-dairy cereals Vegetable, fruit and meat purees Drinking baby water
FrieslandCampina Netherlands		Milk formulas
New Zealand	Nanny (Bibikol)	Milk formulas
CJSC "Heinz-Georgievsk" (Moscow region)		Milk formulas Puddings for pregnant and lactating mothers Dairy and non-dairy cereals Fruit, vegetable, dairy, yoghurt and meat purees cookies (6 cereals) Children's vermicelli
Faustovo Baby Food Plant LLC (Moscow region)	Grandma's basket	children food canned vegetables canned meat and vegetable
Unimimilk Company JSC (Moscow region)	Bio Balance Prostokvashino Summer day	Biocurd Bioyogurt Juices and fruit drinks baby milk Meat puree Meat and vegetable puree vegetable puree Fruit and milk puree fruit puree
JSC "Gardens Pridonya" (Volgograd region)	"Golden Russia" "Gardens of the Don", "My", "Juicy World", "Diaper"	Juices, nectars, juice drinks Plant based puree cereal cocktails Baby purees Mineral water Dry instant cereals
OOO Ivanovo Baby Food Plant		Puree (fruit, fruit and vegetable, fruit with cottage cheese, with yogurt, with cream, vegetable, meat and vegetable, fish and vegetable) Porridges (dairy, dairy with fruits, low-allergenic cereals, cereals without milk) Juices (clarified, juices with pulp, nectars)
Experimental Baby Food Plant, Wimm-Bill-Dan Branch (Kursk region)		Sour-milk baby food vegetable puree Puree fruit and fruit and vegetable homogenized for children's nutrition early age Fruit juices reconstituted for nutrition of young children
	bear cub	Dairy and sour-milk products

4 biggest brand are market drivers:

• Danone - dairy and sour-milk products,
• Nestle - mixtures, cereals,
• PepsiCo - juices,
• Progress.

They produce 70% of baby food products.

Importers have occupied the niche of mother's milk substitutes by 90%, since there are practically no domestic producers in Russia. The root cause for this is that Russian raw materials for these products are not enough, and customs duties on imported raw materials higher fees on finished products.

New baby food production organizations in 2014

• September 2014 - Danone bought and reconstructed a dairy plant in Yekaterinburg. Lines for the production of baby food were supplied. Investment level - more than 800 million rubles.
• OJSC "Modest" in the Altai Territory. Serves demand Altai Territory, Novosibirsk and Kemerovo regions. In 2014, the enterprise increased its production capacity by 22.2%. Modernization of the lines cost more than 25 million rubles.
• Nestle, Vologda. Launch of new lines - 20 types of baby cereals. Investments 2.5 billion rubles.
• Enterprise "Leader-A", Gudermes in Chechnya. In 2015, it is planned to open a shop for the production of baby food. Planned production capacity - 15 thousand jars per hour.

New businesses are opening up, and global brands also invested in Russia in 2014, despite the political problems in the country. There is a course towards full import substitution in the country, and for imported products, Russian production will slightly reduce the cost of their goods. Still, price influence forces consumers to reconsider their tastes and choose products that are by no means market leaders.

This is clearly seen, as at the beginning of 2015, the Internet showed the TOP-5 consumer preferences in the ratings:

1. Humana
2. Friso
3. Heinz
4. Babushkino Lukoshko
5. Nanny (Bibikol)

Products Russian manufacturers costs one and a half to two times cheaper than those of importers, therefore, now the buyer is increasingly trusting domestic manufacturers that meet the price / quality criteria.

Prices

In the baby food market, the segment of products with an average price has an advantage.

Diagram 4. Price segmentation of the baby food market in the Russian Federation, %, 2014

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The baby food market is growing positively. Even despite the general slowdown in consumption and the crisis of 2015 and early 2016, sales of baby food are increasing. Growth is driven by supply and demand drivers. This category Food Industry considered essential products, therefore baby food is absolutely well marketed through all retail and wholesale channels.

The baby food market is divided by type of product and by the age of the child.

The production of baby food is divided into several segments:

• Puree.
• · Kashi.
• Dairy and dairy products.
• Milk mixtures.
• · Children's juices.
• · Tea.
• water, etc.

Popular segments are purees (27.1%) and mixtures 20%, children's fermented milk products and fruit juices are in third place in popularity with shares of 17.2% and 16.2%. In fact, formulas and fermented milk products for children are specialized clinical nutrition, which is most in demand on the market.

Breast milk substitutes are the largest segment in monetary terms. But only because of the high price. As you can see, in physical terms, this is not the largest segment. But this segment is also the leader in terms of growth rates + 9.4% in 2015 in real terms.

The segment of children's water is growing very actively - 11.3% in physical terms and 18.2% in money terms. And it has relatively less competition than in other baby food segments.

The growth of the market, as before, is provided to a greater extent (72%) due to imported products. The growth of Russian consumption in 2015 amounted to about 10-12%.

“...Given that the embargo in 2014 still did not affect baby food from Europe, then, undoubtedly, the leaders remained in the same composition:

In the first place is Switzerland (up to 40% of all imports).

On the second - the Netherlands (up to 25%).

On the third - Germany (up to 10%).

In 2014, the top three export countries of Russian baby food were: Kazakhstan - 50%, Ukraine - about 25%. Kyrgyzstan -15%”.

The competitive situation in the baby food market can be called quite tense. Several domestic companies and importers are leading here. The market is consolidating, gradually trying on the Western model, when there are only a few large players on a national scale in the industry.

41 enterprises from 26 regions of Russia operate on the market. (Table 3.1).

Tab. 3.1. Enterprises focused on the production of baby food

Manufacturer		Range
JSC "Baby nutrition" Istra - Nutricia "(Moscow region) The Netherlands, Holland	Frutapura Nutricia, Nutrilon, Toddler Baby, Ton-Ton	Adapted milk formulas for baby food on a milk and soy basis of the following brands: Bebilak, Bebilak 2, Bebilak Soya, Baby with an improved recipe, Baby from 6 months old, Baby, Baby Istrinsky (instant). Enriched milk and dairy-free cereals "Nutritsia-Kid" (instant).
CJSC "Company" Nutritek "(Moscow region)	"Nutrilak", "Winnie", "Baby"	Mixtures - breast milk substitutes, baby water, mashed potatoes, cereals.
Nestle Russia LLC (Moscow region) Poland, USA, Switzerland, Netherlands	Nestle, Nestogen, Gerber, Nan	Dairy-free cereals, milk cereals, mixtures, mixtures with prebiotics, fruit and vegetable purees, meat purees and vegetables with meat.
Russia - Kaliningrad, Germany, Austria		Porridge, mixes, tea, puree
Germany		Basic and medicinal milk mixtures, herbal teas for babies and mothers, milk and dairy-free cereals, vegetable, fruit and meat purees, children's drinking water
FrieslandCampina Netherlands		Dairy mixes, milk.

• The 4 largest brands are market drivers:
  • Danone - dairy and sour-milk products,
  • Nestle - mixtures, cereals,
  • PepsiCo - juices,
  • · Progress.

They produce 70% of baby food products.

Importers have occupied the niche of mother's milk substitutes by 90%, since there are practically no domestic producers in Russia. The primary reason for this is that there is not enough Russian raw material for these products, and customs duties on imported raw materials are higher than those on finished products.

New baby food production organizations for 2014 amounted to:

“...September 2014 - Danone bought and reconstructed a dairy plant in Yekaterinburg. Lines for the production of baby food were supplied. Investment level - more than 800 million rubles.

OJSC "Modest" in the Altai Territory. Serves the demand of the Altai Territory, Novosibirsk and Kemerovo regions. In 2014, the enterprise increased its production capacity by 22.2%. Modernization of the lines cost more than 25 million rubles.

Nestle, city of Vologda. Launch of new lines - 20 types of baby cereals. Investments 2.5 billion rubles.

Enterprise "Leader-A", the city of Gudermes in Chechnya. In 2015, it was planned to open a shop for the production of baby food. The planned production capacity is 15,000 jars per hour.”

New businesses are opening up, and global brands also invested in Russia in 2015, despite the political problems in the country. There is a course towards full import substitution in the country, and for imported products, Russian production will slightly reduce the cost of their products. After all, the price influence makes readers reconsider their tastes and choose products that are by no means market leaders.

This is clearly seen, as at the beginning of 2015, the Internet showed the TOP-5 consumer preferences in the ratings:

• 1. Humana.
• 2. Darkness.
• 3. Friso.
• 4. Heinz.
• 5. Babushkino Lukoshko.
• 6. Nanny (Bibikol).

The products of Russian manufacturers are one and a half to two times cheaper than those of importers, so now the reader is increasingly trusting domestic manufacturers that meet the price-quality criteria.

In the baby food market, the segment of products with an average price has an advantage.

In 2015, sales of middle segment brands in the baby food market amounted to about 50%. The entire middle segment mostly consists of Russian products.

Average Analysis wholesale prices for baby food products in 2015, in general, showed an increase in prices by 6 - 10%. According to the employees of the Union of Consumers of the Russian Federation, we must be prepared that food prices will still grow by at least 1.5-2 times.

The baby food market in Russia, even in times of crisis, is growing dynamically. The main directions of development are import substitution. New baby food production facilities are being opened, lines at existing enterprises are being modernized and expanded.

The growth of the market will also be driven by an increase in demand due to the rise in the birth rate and the increase in the number of children under the age of 4 years. In addition, the employment of women and men has recently been growing, and, consequently, the material well-being of parents is improving. And this trend is changing the way readers view mass-produced baby food. Today, it is easier for a young family to buy ready-made food for a baby and save time on its own preparation.

The key problem in the Russian baby food market is still an acute raw material issue. According to Rosstat and the Federal Customs Service, in Russia, due to the depreciation of the ruble in 2015, prices for fish, fruits and vegetables supplied from abroad increased by 24%. Inflation affected not only imported food products, but also domestic products that are made from imported raw materials.

If, nevertheless, the embargo in 2016 affects the receipt of baby food from Europe, then the growth of domestic production indicators will have to increase. Firstly, foreign suppliers will acquire a Russian location and build factories in Russia in order not to lose market share. Secondly, small local enterprises will be able to provide narrow market niches.

As of the beginning of 2015, fruit purees, cereals, juices, dairy and fermented milk products were well-developed segments. There is room for development in the segments: dry mixes, vegetable puree and baby water.

The dry mix business is a market niche with high entry barriers, not for small businesses - expensive equipment, and large competitors in the market who have built their factories in the Russian Federation, etc.

On the niche of children's waters exists a large number of substitutes - manufacturers of ordinary drinking water.

Description

The marketing research contains up-to-date information on the state and prospects of the Russian baby food market in 2017.

In the course of the study, the following blocks of questions were considered: the volume and dynamics of domestic production, foreign trade operations, consumption of baby food and producer prices. The characteristics of the current market conditions are given and a forecast of its development for the medium term is made. Special attention paid to factors that have a significant impact on the state of the industry - its drivers and stop factors.

In a separate block extended version of the study made a competitive analysis of the largest market participants: manufacturers, exporters, importers and trading companies. In this section, for each of the considered companies (where possible), data on the volume of production and / or import / export, market share, promising projects, as well as reference Information from the official financial reporting(company card, balance sheet, income statement, etc.).

Product group covered in the report: Fruit and vegetable, meat and fruit preserves for baby food; fruit and vegetable juices and nectars for baby food; dry cereal-based products for baby food; liquid and pasty dairy products for baby food; powdered milk and powdered milk formulas for baby food

Research geography: Russia

Period: statistical data from 2013 to 2016, forecast until 2025

The study will help you answer the following questions:

• How has the volume of baby food production changed in 2016?
• What is the presence of foreign products on Russian market?
• Which regions dominate production and consumption?
• Who acts as the main producers in the Russian market?
• How has the price level changed in the market?
• How will the market change in the medium term?

Research methodology:

• Analysis of materials from open sources
• Collection and analysis of secondary market information
• Analysis of materials received from market participants
• Studying the financial and economic activities of market participants
• Desk work of IndexBox specialists
• Expert survey of market participants (only for the extended version of the report)

The report is presented in two versions :

• Basic version

It contains all the necessary information to analyze the current state of the market and assess the prospects for its development.

• extended version

In addition to the Basic version, it includes the Appendix: Competitive analysis of key market participants. Use this information to analyze the competitiveness of your company in the market and build a marketing strategy.

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Content

1. SUMMARY

2. RESEARCH METHODOLOGY

3. CLASSIFICATION OF CHILD FOOD

4. BABY FOOD MARKET IN RF

4.1. Apparent consumption in 2013-2016 Forecast for 2017-2025

4.2. Market structure: production, export, import, consumption

4.3. Consumption structure by federal districts in 2013-2016

4.4. Balance of production and consumption

4.5 Average per capita consumption in 2013-2016

5. PRODUCTION OF BABY FOOD IN THE RUSSIAN FEDERATION

5.1. Production volume in 2013-2016

5.2. Structure of production by federal districts in 2013-2016

5.3. Investment projects industry by 2025

6. PRICES IN THE BABY FOOD MARKET IN THE RUSSIAN FEDERATION

6.1. Average producer prices in 2013-2016

6.2. Average export price in 2013-2016

6.3. Average import price in 2013-2016

7. FOREIGN TRADE OPERATIONS IN THE BABY FOOD MARKET IN 2013 - 2016

7.1. Volumes foreign trade operations in 2013-2016

7.2. Trade balance in 2013-2016

8. IMPORT OF BABY FOOD IN THE RUSSIAN FEDERATION

8.1. The volume of baby food imports in 2013-2016

8.2. Producing countries, leading deliveries to the territory of the Russian Federation in 2016

9. EXPORT OF BABY FOOD FROM THE RUSSIAN FEDERATION

9.1. Baby food export volume in 2013-2016

9.2. Recipient countries of Russian baby food exports in 2016

10. BABY FOOD MARKET FORECAST

10.1. Factors affecting the development of the market

10.2. Scenarios for the development of the Russian economy

10.3. Scenarios for the development of the baby food market until 2025

LIST OF USED SOURCES OF INFORMATION

ABOUT INDEXBOX

INDEXBOX: QUALITY CONTROL

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Illustrations

Figure 1. Volume and dynamics of apparent consumption of baby food in 2013-2016 in physical terms and forecast up to 2025 (under the base development scenario)

Figure 2. The volume of apparent consumption of baby food in value terms, 2013-2016 and forecast up to 2025 (under the base development scenario)

Figure 3. Dynamics and structure of the baby food market in 2013-2016

Figure 4. Structure of the baby food market by origin in 2016

Figure 5. Structure of consumption by federal districts in 2013-2016

Figure 6. Dynamics of per capita consumption of baby food in 2013-2016

Figure 7. Annual production of baby food in 2013 - 2016

Figure 8. Production of baby food in 2015 - 2016 by months

Figure 9. Structure of baby food production in 2016 by types in physical and value terms

Figure 10. Structure of baby food production by federal districts in 2013-2016, in physical terms

Figure 11. Average import prices in 2013-2016

Figure 12. Average export prices in 2013-2016

Figure 13. Comparison of average prices of baby food producers by federal districts in 2016

Figure 14. Annual dynamics of baby food imports in the Russian Federation in 2013-2016

Figure 15. Annual dynamics of Russian baby food exports in 2013-2016

Figure 16. The volume of foreign trade operations in the baby food market in 2013-2016

Figure 17. Trade balance in 2013-2016

Figure 18. Structure of baby food imports in the Russian Federation by country of origin in 2016, in physical and value terms

Figure 19. Structure of baby food exports by countries of origin in 2016, in physical and value terms

Figure 20. The structure of Russian exports of baby food by countries of receipt in 2016, in physical and value terms

Figure 21. Dynamics of the physical volume of GDP in market prices in the Russian Federation in 2010 - 2016, in % of the previous year

Figure 22. Dynamics of real disposable money income of the population in the Russian Federation in 2013-2016, in % to the previous year of the previous year

Figure 23. Dynamics of nominal and real wages population of the Russian Federation in 2010 - 2016

Figure 24. The structure of the population of the Russian Federation by income level in 2016, in % of the total

Figure 25. Dynamics of nominal and real turnover retail in the Russian Federation in 2010 - 2016, billion rubles

Figure 26. Structure of retail trade turnover by types of products in 2010 - 2016, in value terms

Figure 27. Forecast of baby food consumption in the Russian Federation in real terms under the baseline scenario in 2017-2025

Figure 28. Forecast of baby food consumption in the Russian Federation in real terms under the optimistic scenario in 2017-2025

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tables

Table 1. Key figures in the baby food market in 2013-2016

Table 2. Classification of baby food according to OKPD

Table 3. Classification of baby food according to TN VED

Table 4. Volume and dynamics of the baby food market in 2013-2016 and forecast up to 2025 (under the base development scenario)

Table 5. Balance of production and consumption in the baby food market in 2013-2016 and forecast until 2025

Table 6. Production of baby food in 2013-2016,

Table 7. The volume of production of baby food by type in 2013 -2016

Table 8. Production of baby food by federal districts in 2013 - 2016

Table 9. Investment projects in the industry in 2017-2025

Table 10. Average prices of baby food manufacturers in the Russian Federation in 2013 - 2016

Table 11. The volume of imports of baby food by country of origin in 2016, units rev.

Table 12. Volume of baby food imports by countries of origin in 2016, thousand US dollars

Table 13. The volume of Russian exports of baby food by countries of receipt in 2016, units rev.

Table 14. The volume of Russian exports of baby food by countries of receipt in 2016, thousand US dollars

Table 15. Dynamics of the resident population in 2010-2016, million people

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Issues 1

A merchandising analysis of the range of baby food sold through the pharmacy network in Pyatigorsk was carried out. The preferred demand for milk formulas was studied and the most popular brands of baby food were identified, consumer preferences that influence the formation of the assortment of pharmacies were also studied: component composition (in particular, the absence of preservatives and artificial additives), hypoallergenicity, enrichment of the product with vitamins, minerals and live cultures, manufacturer, price and taste preferences of the child. It was revealed that most consumers prefer to buy baby food domestic manufacturer, of which the largest share falls on the sale of milk mixtures. An analysis of the completeness and depth of the assortment showed that there are pharmacies in which some assortment groups are absolutely absent ( various shapes and packaging). The analysis of the renewal index is quite high and ranges from 60% to 80%, which indicates a constant replacement with new types of baby food.

baby food products.

range

commodity analysis

1. Prokopenko I. P. Ensuring the safety of consumption of baby food // Pharmacy and public health: scientific materials. practical conf. - Ekaterinburg: UGMA, 2011. - P.341-343.

2. Prokopenko I. P., Olifer L. D. Analysis of factors influencing the pharmaceutical assortment of milk formulas for children under one year old. University science: a look into the future: materials of scientific. conf. (Kursk; February 7, 2013). - Kursk: GBOU VPO KSMU, 2013. - P.116-118.

3. Prokopenko I. P., Olifer L. D. Study of the assortment of baby food of pharmaceutical organizations // Development, research and marketing of new pharmaceutical products: Sat. scientific tr. - Pyatigorsk: Pyatigorsk GFA, 2012. - Issue 67. - P.504-505.

4. Tributskaya E. V. Different things are needed: diapers, diapers, baby cosmetics // Pharmacy business. - 2008. - No. 10. - P. 44-48.

5. Shestakov G. N., Prokopenko I. P., Olifer L. D. Marketing research of spectacle optics // Medical Bulletin. - 2011. - V.6, No. 4. - P.34-37.

6. Shirokova I. N. Children's assortment - a specialization of the pharmaceutical business // Russian pharmacies. - 2005. - No. 5. - S. 32-35.

Introduction. In recent years, baby food has taken an increasing place in the assortment of pharmacies. Customers are offered a wide range of baby care products - for feeding and swaddling, hygiene procedures, ensuring comfortable sleep, as well as a wide variety of food products for children. Pharmacies are becoming one of the most common places to purchase baby food, which is primarily due to the high level of trust they inspire among customers. Therefore, these studies can be used in their work by the heads of pharmacies that set the task of expanding the range and attracting customers.

According to the results of the literature review, it was found that this particular segment of the children's goods market is the most promising, since the country is experiencing an increase in the birth rate, an increase in the income of the population, and the desire of parents to give the best to their child remains unchanged. Experts also note that in the coming years, the high-price segment of goods with additional characteristics and conveniences for consumption will actively develop. Today, there are several dozen companies in the world that produce products for feeding, care and hygiene items, and children's cosmetics. In Russian pharmacies you can buy products from Avent (England), Canpol (Poland), Johnson & Johnson (USA), Bubchen (Germany), Mustela (France), Nuby (USA), Hipp (Austria), Nutricia (Netherlands), Nestle (Switzerland). ), Humana(Germany) .

In the production of goods for newborns, companies use environmentally friendly, hypoallergenic materials, use their own patented developments. Goods for newborns and children of 1 year of age cannot be called a new category for Russian pharmacies, however, in recent years children's assortment increased significantly in them. Today, pharmacy chains offer, in addition to food, other related products for children - from pacifiers to toys. This moment must be taken into account when forming the assortment and attracting customers to the pharmacy.

The aim of the study was a commodity analysis of baby food sold through the pharmacy chain in Pyatigorsk. For the study, we used following methods: content analysis, survey, questioning, identification of preferences when choosing baby food.

The objectives of the study included:

1) analysis of the factors influencing the consumer's choice of baby food;

2) study of the commodity and price policy of baby food;

3) analysis of the range of baby food products in the studied pharmacies.

The object of the study was baby food products, in particular, types, varieties and names sold in retail pharmacy enterprises in the city of Pyatigorsk. We analyzed 10 pharmacies located in different parts of the city.

In Russia, the age of children who are fed special baby food has greatly increased. Previously, special cereals and canned baby food were included mainly in the diet of children under the age of 1 year. Currently, baby food industrial production is increasingly used in feeding children up to 3 years of age and older.

This trend is driven by a number of factors. First of all, the growing need of the population for a high-quality and healthy product against the backdrop of deteriorating environmental situation. An important role is also played by the healthy lifestyle promoted by experts and advertising.

The survey data showed that the consumer, when choosing baby food, increasingly prefers the reputation of a baby food manufacturer. The modern consumer pays attention to the name, position in the market, marketing policy manufacturer. The role of brands is growing. A high understanding is given to the safety and quality of baby food, as well as the taste preferences of the child.

Research results

Consumer research allows you to identify and explore the whole range of factors that guide consumers when choosing goods (gender and age characteristics, social status, income, education). Individual consumers act as objects. The subject of the study is the motivation of consumer behavior in the market and the factors that determine it; the structure of consumption, provision with goods, trends in consumer demand are being studied. In this case, it becomes possible to develop ways to provide a choice of a particular product to consumers.

Of the 150 people we interviewed (pharmacy customers), 93.2% were women and only 6.8% were men.

When segmenting by age of the respondents, 4 groups were identified: up to 25 years old, 25-40 years old, 40-55 years old, over 55 years old. It turned out that the bulk of consumers aged 25 to 40 years was 61.3% and 30.7% of respondents under the age of 25 years. Respondents aged 40 to 55 years - 7.3%, and over 55 years old - 0.7%. This implies that almost all buyers are young parents.

We also segmented the average income per 1 family member. It turned out that 47.3% of the respondents have an income of 5 to 10 thousand rubles. per 1 family member, 50% of respondents have income per 1 family member from 10 to 15 thousand rubles. And only 2% of respondents have an income of up to 5 thousand rubles and 0.7% - more than 15 thousand rubles. This analysis contributes to the formation of a range of baby food depending on family income. We also found that only 2% of respondents buy baby food every day, 65.3% of respondents buy baby food once a week, and the rest buy it as needed.

The next stage of our study was to establish the dynamics of requests to the pharmacy over time. The peak of applications for baby food falls on the time from 14.00 to 17.00 when the pharmacy is open from 8.00 to 20.00 ( average two business weeks).

During the day, different types of food are in unequal demand. The frequency of shopping for various baby foods per hour is as follows:

• more than three times: cereals, milk mixtures;
• 2 - 3 times: vegetable, fruit, curd puree;
• 1 - 2 times: fruit juices, puree;
• 1 time: meat puree, compotes, baby water.

In the process of work, the pharmacist maintains a constant dialogue with the pharmacy visitors. So, the most frequently asked questions to the pharmacist were highlighted:

How to use baby food;

What types of baby food are presented by various manufacturers;

Side effects of baby food;

Dependence of quality on the price of the product;

From what age can one or another baby food be used;

How to store baby food after opening at home.

In order to give qualified advice, a pharmacist needs to constantly improve, study the market for new products, take an active part in trainings and additional classes.

The baby food market is characterized by a fairly large variety and a significant number of producing countries. It was revealed that the majority of consumers prefer to buy baby food from a domestic manufacturer - 62.7%, and 37.3% of buyers - from abroad. Conducted food analysis various kinds for children in 10 pharmacies in Pyatigorsk showed that the largest share falls on the sale of milk formulas (36%) and vegetable purees (21%), the lowest indicator is baby water (4%). The research results are shown in Figure 1.

Figure 1. Shares of various types of baby food sold through the pharmacy chain

We also studied consumer preferences as one of the factors influencing the formation of the assortment of pharmacies.

The choice of baby food products is influenced by the following factors(picture 2):

Figure 2. Analysis of factors influencing the formation of a pharmacy assortment

When choosing baby food, 79% of buyers are guided by the composition (in particular, the absence of preservatives and artificial additives), 82% - by hypoallergenicity, 76% of buyers are concerned about the enrichment of the product with vitamins, minerals and live cultures, 69% of consumers proceed from the taste preferences of the child. The biggest indicator is the quality of the product (93%).

Genetically modified ingredients (GMIs) are of particular concern to consumers. The first side effect of baby food containing GMI is food allergies. Enzymes in genetically modified soy have the ability to suppress enzymes in the digestive tract of a child. As a result, the food is not digested completely. Underdigested proteins become allergenic, increasing the child's risk of chronic diseases such as eczema, acne, and irritable bowel syndrome.

According to the results of the study, more than 70% of respondents consider transgenes to be harmful to health (however, less than 45% of respondents do not know what they are). At the same time, only 41% of respondents are aware that some products contain genetically modified additives.

Price research is aimed at determining such a level and price ratio that would make it possible to obtain the greatest profit at the lowest cost.
Baby food is in a wide price range. Analysis of baby food for the study period was carried out according to the following criteria:

baby food costing up to 100 rubles; from 100 to 250 rubles; from 250 to 500 rubles; from 500 to 1000 rubles; from 1000 rub. and higher. The ratio of the value of sales is shown in Figure 3.

Figure 3. The ratio of sales of baby food depending on the cost

During the study period, the largest share was in children's food products costing up to 100 rubles. In second place were baby food products costing from 250 to 500 rubles, in third place were baby food products costing from 100 to 250 rubles. These data can also be used in the formation of the assortment of baby food.

Analysis of the assortment structure. The study of the assortment structure of sales provides information on the state of consumer preferences and the basis for the formation of an assortment policy. For a more detailed analysis of the assortment of baby food in the city of Pyatigorsk, let's consider the completeness, depth and index of assortment renewal. The completeness of the assortment - the number of types and names of goods of homogeneous and heterogeneous groups. The wider the range, the more varied needs can be met. On the other hand, with an ultra-high completeness of the assortment, it is difficult for the consumer to navigate in this diversity, which makes it difficult to choose the right product. Additional consultation with a pharmacist is required.

Analysis of the completeness of the range in the studied pharmacies showed that the average coefficient of completeness is 0.8. This indicator indicates that not all pharmacies and not all types of baby food are available (only milk formulas, cereals, juices and purees), other types are not available.

The depth of the assortment is the number of varieties and names of goods in a group of homogeneous products. The greater the depth of the assortment, the higher the likelihood that consumer demand for goods will be fully satisfied.

An analysis of the depth of the assortment showed that there are pharmacies that absolutely lack some varieties (of various shapes and packaging), such as cereals, mixtures and teas. The average assortment depth ratio was 0.7.

We also analyzed the replacement of baby food products with new types for the current year. As the results showed, the renewal index is quite high and ranges from 60 to 80%, which indicates the constant replacement with new types of baby food, which helps to meet the fundamentally new needs of the younger generation of buyers.

Conclusion. Currently, there is a so-called individualization of consumers, when each person from the variety of all goods and services that are in retail trading network, chooses only what he needs. Everyone has their own preferences and desires. And only by studying the current or real demand of buyers for goods, as well as their preferences, it is possible to successfully form the assortment of a pharmacy.

The pharmaceutical market in Pyatigorsk has a sufficient range of food products for children, which can satisfy the needs of any customer. The study of consumer motivations made it possible to determine the socio-demographic portrait of the consumer, to identify the main factors influencing the purchase of baby food, taking into account the safety of their use. The review of the baby food market, sold through the Pyatigorsk pharmacy network, indicates the possibility of expanding the range with new types and varieties.

Reviewers:

Gatsan Vladimir Vladimirovich, Doctor of Pharmaceutical Sciences, Professor of the Department of General Economics of the Pyatigorsk Medical and Pharmaceutical Institute - a branch of the Volg State Medical University, Pyatigorsk.

Stepanova Eleonora Fedorovna, Doctor of Pharmaceutical Sciences, Professor of the Department of Drug Technology of the Pyatigorsk Medical and Pharmaceutical Institute - a branch of the Volg State Medical University, Pyatigorsk.

Bibliographic link

Prokopenko I.P., Olifer L.D. COMMODITY ANALYSIS OF THE RANGE OF CHILDREN'S FOOD SOLD THROUGH THE PHARMACY CHAIN ​​// Contemporary Issues science and education. - 2013. - No. 2.;
URL: http://science-education.ru/ru/article/view?id=8822 (date of access: 20.04.2019). We bring to your attention the journals published by the publishing house "Academy of Natural History"