Prospects for developing the national dairy product market of the Republic of Crimea: prerequisites, directions, markers

Resource and raw materials dependence, together with a high level of competition, create a number of factors constraining the growth of the milk processing branch in the Republic of Crimea. The study aims to identify the prerequisites, directions and markers determining prospects for the development of the regional dairy product market. The authors present the analysis of the resource potential of the milk processing branch, production of main kinds of dairy products by regional enterprises, structures of the brand and kind assortment, as well as consumer performance of dairy products on sale. The researchers study the processes of forming promising directions of the branch growth, define the main kinds of national dairy products and the range available in the regional trade enterprises in the context of kind, trade mark and manufacturers. On the basis of studying the ethnic composition of the population of the Republic and consumer preferences the authors propose a list of national dairy products made of alternative kinds of milk whose production would be expedient to develop in the region. The researchers propose the directions of growth and markers contributing to the formation of consumer loyalty to the range of national dairy products made in the Crimea. Promising directions of developing the milk processing branch in the Republic of Crimea include developing production of national dairy products and laying the groundwork for providing safety of branch products as a whole.