The alternative dairy products market state in Russia

Alternative dairy products are successfully carving out their niche, displacing traditional dairy products. The current generation of consumers is increasingly concerned about health and environmental issues, as a result, a certain global trend has formed to replace natural milk with vegetable substitutes, the influence of which inevitably led to the transformation of the domestic market for dairy products with the dynamics lagging behind the foreign market by 5-7 years. This situation is partly driven by the need to change diets for consumers who are medically contraindicated in animal products or who are health conscious in favor of healthier foods. The pandemic of the new coronavirus infection COVID-19 and its modifications contributed to the development of the segment, stimulating the population to take care of a healthy lifestyle and healthy nutrition. The growth of the market for dairy alternatives is associated with the positioning of certain product characteristics, for example, low calorie content, low or no sugar content, high content of dietary fiber, minerals and vitamins. Attracting an appropriate consumer base will activate producers to increase the supply of plantased milk and other types of products, expanding the range. Today, the market for alternative dairy products is highly competitive, attracting new players who enter the market taking into account the realized demand for the product, gaining a large share of it. The penetration of new entrants into the market was facilitated by the simplicity of the production technology and the low knowledge intensity of the product. Due to the growing demand for plantbased dairy products, the market is evolving, which allows expanding the range of alternatives offered.