Analysis of the market of fresh garden strawberries in winter and demand for it, including organic origin, in the city of Novosibirsk

The article examines the results of a study of the assortment of fresh garden strawberries (strawberries) sold in large supermarkets in Novosibirsk in winter (December), provides the results of the indicators of the appearance and smell of the studied products, as well as the information content of the labeling. The results of the online survey present an analysis of the preferences of strawberry consumers and their interest in increasing the market of “eco-products” in Novosibirsk. It was found that in winter, only imported strawberries are sold in large supermarkets in Novosibirsk, which were presented in packaged and unpackaged form. Not all of the studied strawberry samples met the requirements for appearance and smell. Packaged products had appropriate labeling, unpackaged products were sold in violation of the requirements for communicating to the consumer relevant reliable information about the food product. Garden strawberries with “eco-labeling”, i.e. produced as organic, were not found. An online survey of 200 respondents showed that 48% of respondents would like to see this berry from a domestic producer, the majority of respondents (60%) are also interested in the availability of “eco-strawberries” on the market, and 66% of respondents noted that the availability of environmentally friendly (organic) strawberries in the city of Novosibirsk is very low. The survey data show that there is a demand for organic strawberries in the city of Novosibirsk and the development of the market for this product is promising, especially in the winter. Consumers could have greater confidence in the quality and safety of strawberries of Russian, including local production.