Marketing research of the toffee market sold in Krasnoyarsk

The paper presents the results of marketing research on the toffee market sold in Krasnoyarsk. The trade offers of toffee sold in retail chains, specialized stores and confectionery shops are considered, and consumer preferences are studied. An assessment of the species diversity and structure of the toffee assortment on the Krasnoyarsk market was carried out. It has been established that the entire volume of toffee sold is produced by 7 manufacturers located from Moscow to Krasnoyarsk. At the same time, the largest share (37 %) of the total number of items is occupied by toffee, sold in Kraskon stores. In retail chains, the share of crystal structure toffee in the assortment structure is 58 %, and melted structure toffee 42%. The species assortment of the latter includes mainly two names - Zolotoj klyuchik and Kis-Kis. The structure of commercial toffee is dominated by cream, with peanuts or cocoa powder. Separate proposals for names are formed by original confectionery shops and the Kalina-Malina store, where pine nuts, chocolate, and freeze-dried raspberries are introduced into the recipe. The ingredient composition of toffee determines the shelf life and cost. So, the author's toffee at an average price of 185 rubles per 100 g has a shelf life of up to 30 days, and toffee in the mass market segment with an average cost of 48,9 ruble. per 100 g can be stored for up to 6 months. The study of consumer preferences revealed that the majority of 162 respondents (42 %) prefer soft toffee. The frequency of purchases for the majority depends solely on chance or desire - 243 people (63 %). The presented assortment of toffee in Krasnoyarsk is partially satisfactory for 219 respondents (57 %), while 250 survey participants (65 %) would like to try toffee with new interesting combinations. Thus, the study made it possible to establish the feasibility of developing new types of toffee with different flavor combinations.