Segmentation of the market of snow products of the Republic of Kazakhstan

This article analyzes the segmentation of the snack products market, as well as identifying the preferences of consumers of this type of products. The snack products market, as well as the food industry as a whole, is characterized by high growth potential, which attracts new players to the market from related industries. Competition manifests itself, first of all, in the price sphere and in the field of product promotion. The Kazakhstani snack market has some specificity - the development of segments that are not typical for the European market. Snacks of the “other” category (seeds, pretzels, tortillas and others) occupy a significant share of the republican market. The largest segments of the snack market in Kazakhstan include the category of "crackers" and chips. Analysis of the segmentation of the snack market, as well as the identification of consumer preferences for this type of product. Based on this study of the segments of the snack market in the Republic of Kazakhstan, the preferences of Kazakhstanis in the choice of snacks were revealed.