Analysis of consumer preferences and evaluation of the properties of organic food products
The article emphasizes the importance of implementing the Strategy of improving food quality in the Russian Federation until 2030, aimed at providing a healthy diet and improving the quality of life of the population. The results of evaluation of consumer preferences by properties of organic food products are presented. The assessment is based on the results of a questionnaire survey conducted by the authors through the Google-Form platform. A relatively low degree of awareness of respondents (42.7%) about the existence of organic food products was revealed. It has been confirmed that organic food products are not yet used by the consumer: only 12% of respondents acquire it every day. It has been established that composition, shelf life, aroma and taste are the most significant factors in the choice of agricultural products. Almost half (58.2%) of the survey participants pay attention to the price. The vast majority of consumers prefer dairy and fermented milk products (80.9%). Among the identified reasons for refusing to purchase organic products, the respondents named: the lack of evidence of the product belonging to the “organic,” the lack of information about this type of product and the differences between organic and traditional products. The need to inform the population about the benefits of organic food products has been confirmed. Among the main ones, mass informing consumers about the advantages of this group of food products, and conducting advertising campaigns are recommended