Trends and future outlook of the market of natural confectionery in Russia
The article analyzes the natural confectionery market in Russia. Considered the concept of useful sweets and its classification, identified market problems of natural confectionery and analyzed the target audience. Ideas of a healthy lifestyle are becoming more popular and introduce a fashion of useful and functional products in the various segments of the food market. However, it is not easy to combine the benefits and taste of sweet treats in practice. At present, the popularity of useful products seems to be a real possibility of humanity recovery. The number of people who take care of their health, weight and appearance is growing every year. Healthy lifestyle and good nutrition are actively promoted in the media. Most consumers are already familiar with useful sweets. But for the time being these products are more relevant as goods of an impulse demand as steady sales are not observed yet. Despite the fact that ideas of useful sweets became popular in Russia not so long ago, many companies are already actively involved in the production of these products.