Analysis of the range of plant-based milk alternatives presented by retailers in Kuzbass

The relevance of analyzing the range of plant-based milk alternatives is related to the need to consider the dietary needs of people with lactose intolerance, the insufficient variety of lactose-free food products sold by retailers, and the need to meet consumer demand for milk analogues. The study analyzed the range of plant-based milk alternatives in Russian and federal retail chains in Kemerovo. A semi-classical retail audit methodology was used, based on an analysis of the assortment in the retailer’s product catalog. Information on criteria for the range of lactose-free plant-based milk alternatives available on the Kemerovo consumer market, including manufacturer, brand name, nutritional value, and price, is presented. It was found that retailers offer a wide range of lactose-free beverages from a variety of brands and manufacturers. The main types of plant-based beverages were identified, demonstrating that the bulk of the lactose-free beverage range is comprised of grain-based beverages (23%) and soy-based beverages (18%), with fortified beverages (based on various plant-based ingredients, such as cereals, legumes, and nuts) accounting for 35%. Their nutritional value, composition, and price were analyzed. It was demonstrated that the proposed range can satisfy consumer nutritional preferences and the price demand of buyers with varying income levels. The novelty of this research lies in its provision of data necessary for retailers and manufacturers to manage their product range as an element of the marketing mix, as well as for developing new products in light of technological advances and the expansion of the raw material base. The practical significance of this research determines the prospects for expanding the range of lactose-free plant-based beverages.

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