Experts have conducted a marketing survey of the shopping preferences of residents of Moscow and Krasnodar. Young respondents prefer food that is simple and quick to prepare and consume, while the older generation is more interested in healthy eating.
Researchers from the Timiryazev Academy studied the formation of purchasing behavior with regard to the choice and consumption of food of vegetable and animal origin. The marketing research, the results of which were presented by sfera.fm, was conducted in major Russian cities — Moscow and Krasnodar. Both women and men of different ages participated.
As indicated in the survey, in the course of the survey, the majority of young people noted that the speed of preparation and consumption of food for them is an essential criterion for choosing products. They called cooking a routine process that takes a lot of time. In their opinion, food should be cheap and easy to prepare. At the same time, for the respondents of the older generation, the quality of the selected products and their health benefits are important aspects. However, they also welcomed the trend towards shorter cooking times and simpler dishes.
Consumers of all age categories are increasingly focusing on their health, which in turn is a significant aspect of food choice. However, the way food is consumed, eating «on the go» seriously reduces food choices and cooking variations. The majority of respondents try to prepare full meals on weekends or in the evenings. Significant transformations in the choice of food products are more typical for the choice of meat and meat products, where at the moment the basis of the choice of consumers as a product of «everyday cuisine» prefers semi-finished products.