Valentina Malygina, Alla Gladkaya, Irina FedorkinaPublished in:
Russian Journal of Retail Management
– Volume 3, Number 3 (July-September)

JEL classification: F10, L66, M31

Keywords: "FRESH"-product, competitiveness, consumer properties, food market, fruit juice, high-margin products


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Abstract:

In the article the analysis of the market of high-margin "FRESH"-product, the foundation of which was laid definition consumer benefits samples "FRESH"-product and calculation of integral index of competitiveness "FRESH"-product on the example apple juice.

Highlights:

► development of "FRESH"-product market, including juices, can increase the profitability of the industry within the 25-40%
► Ask to fresh juices - "FRESH"-juices increasing every year, and requires manufacturers responsible attitude to the quality of products
► in the production of "FRESH"-product domestic producers are guided by regulations in force in certain countries for raw materials, manufacturing processes, quality control methods and safety, labeling and packaging, as well as develop their own technical specifications
► regulatory framework needs to be improved, which is associated with the appearance of the food market of an increasing number of traders selling goods "FRESH" category enjoying an increased interest of consumers
► «FRESH»-juices – Fast food products from natural raw materials, high quality can be recommended for commercial establishments as a segment of the market products of high margin products

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