Consumer Preferences in the Condensed Milk Market: The Impact of Sugar Substitutes, Packaging and Price

The article presents the results of sociological study on consumer preferences in the market of condensed milk with natural sweeteners. The survey of 100 respondents has shown key factors that identify the product choice. They are a sweetener type (61% of respondents prefer stevia), a package type (doy-pack is preferred by 54% of people), and price range (the sum of 60–65 RUB has been named by 36% of respondents). The study has revealed that 89% of consumers reject artificial additives, while 62% of people actively choose products with natural sugar substitutes. The research results have confirmed a significant demand for low-calorie options that preserve traditional taste. The study results are practically relevant for dairy producers targeting healthy nutrition trends.