A study of food consumption traditions in the context of the changes taking place in the global marketing environment

The article is devoted to the study of changes occurring in consumer behavior and the identification of new traditions of food consumption.

The research uses general scientific methods — complex, systematic and situational, as well as the graphical method, the method of comparative analysis, index methods, forecasting methods, factor analysis, correlation analysis, methods of systematization and generalization. It is revealed that significant changes are taking place in the behavior of Russian consumers of food products, accompanied by the formation of new relatively stable consumption traditions. Russian consumers are experiencing the decline of some consumption traditions and the strengthening of others. In particular, there is a reduction in the average per capita consumption of bread and bread products, potatoes and other types of foodstuffs. Russian consumers perceive them as products that do not conform to the idea of a healthy diet. It has been revealed that the average per capita consumption of meat and meat products, milk and dairy products, sugar and confectionery, fruits, vegetables and other types of food is increasing at a high rate. There are relatively stable traditions of consumption of eggs, fish and fish products, vegetable oils and some other food products. However, the actual average per capita consumption does not meet the standards of a healthy diet, which indicates significant discrepancies: consumers do not adhere to these standards, they are guided by their own ideas about healthy eating.

The results obtained in this article can be used by theorists in the study of changes occurring in the behavior of consumers of food products, as well as by practitioners to orient the structure of the production program of agricultural enterprises and the assortment of enterprises in the sphere of circulation, based on the changes taking place in the traditions of consumption of certain types of food products, in particular tea, coffee, alcoholic and low-alcohol beverages, potatoes, bread products, meat and meat products, sugar and confectionery. In addition, the results of the study indicate the need to take into account the peculiarities of changes in consumption traditions occurring in individual regions.

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