Consumer demand for bakery products

Demand, supply, competitive situation, and consumer behavior in the bakery products market are the basis for the development of bakery in Russia. Enterprises with a high degree of automation of production lines are the most competitive among bakery product manufacturing companies. At the same time, small and medium-sized manufacturers can take their share of the market if they can interest consumers in a high-quality and safe product with a unique composition, in a volume and range that meets the preferences of different groups, using different marketing approaches. The analysis of the bakery products market has shown that the range of functional bakery products does not meet the needs of the modern population. In addition, there are market segments where the number of bakery products is growing, for example, the production of gluten-free and lactose-free products, bakery products with micronutrients. It has been shown that competent promotion of functional bakery products, the use of which will satisfy the population’s need for healthy diet products taking into account their preferences, thereby influencing the improvement of the population’s quality of life, remains relevant.