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Article

Отношение потребителей к продуктам, обогащенным витаминами и минералами

Роженцова Е. В., Колегова К. С., Третьякова Е. А.

In Russia, many citizens have a deficiency of vitamins and minerals due to their deficiency in the diet. This deficit can be made up by eating fortified foods. This study is devoted to the study of the attitude of Russian consumers to products enriched with vitamins and minerals. The theoretical study of the article is devoted to the identification, justification and grouping of factors that affect the choice of foods enriched with added vitamins and minerals. The article presents the results of a study of consumers’ attitude to salt enriched with iodine as the most important product in the Ural region, for which the problem of iodine deficiency is traditionally acute. According to the study, young people, women, consumers with higher incomes, people who already use iodine-containing vitamins and increased amounts of seafood, people who have a doctor’s prescription for the consumption of these products, as well as those who have formed an understanding of the increased usefulness of this product are willing to pay more for an enriched product.