Criteria that determine consumer choice of food products within health risk analysis

Provision of food quality and safety is among national priorities. The strategy aimed at improving quality of food products in the Russian Federation for the period up to 2030 highlights a relevant issue as regards Russians consuming low-quality food products. The aim of this study is to identify criteria that determine consumer choice of food products and its influence on health risks. The empirical data used in the study are represented by the results of national social surveys (Russian Public Opinion Research Center, NAFI Research Center, Public Opinion Fund, 2020-2023) and materials obtained by focus interviews with Russian megacity residents (n = 26, spring 2024). Price is the top criterion that determines consumer choices in Russia. We identified three behavioral strategies based on subjective perception of food quality and price: 1) quality is priority regardless of a price (the strategy is typical for middle-aged consumers with higher incomes); 2) a balance between quality and price (including orientation at discounts and special promotion campaigns at points-of-sail); 3) refusal from subjectively more qualitative food products in favor of less qualitative but cheaper ones (the strategy is typical for consumers from senior age groups). Consumer orientation at product price leads to changes in diets in case population incomes are dropping or market prices are growing; in particular, it means a decline in fruit, meat and fish consumption. Significance a consumer places on food taste as a selection criterion results in choosing food products with low ‘objective’ consumer value but a higher ‘subjective’ one, for example, chips, sweetened carbonated beverages, and products with high saturated fat contents. Risky consumer choice is also determined by low interest in healthy diets and absence of any faith in possibility to get objective information. A conclusion is made that it is necessary to make food products, which are subjectively perceived by consumers as more qualitative, more affordable in money terms; to intensify educational activities and to create suitable conditions for making consumers refuse from buying products with low nutrition value.