New trends in bakery. The state of the bakery industry

Bread and bakery products are one of the most common food products of the population, which contain substances necessary for the vital activity and development of a living organism, and occupy an extremely important place in the diet of people. At the same time, in recent decades, a significant decrease in the consumption of these products by consumers has been noticeable. Since 1990, there has been a downward trend in the production and sale of bakery products in the country. So in 2015, the index of the physical volume of retail sales of bread and bakery products amounted to 77%, and the production index - only 37.5% in comparison with 1990 (table 1)

Table 1

Production of bread and bakery products in the Russian Federation

* Calculated by

The volume of production decreased especially rapidly from 1990 to 2000, the average annual rate of decline was: from 1990 to 1995. - 7.6%, from 1995 to 2000 - 4.1%, in 2000 bread production decreased by more than 2 times compared to 1990. This decline continued in subsequent years, but the pace slowed down: from 2000 to 2005, production decreased by 11.5%, from 2006 to 2010 - by 8.9%, from 2011 to 2015. - by 5.9%. Over the past five years, the volume of production of bread and bakery products has stabilized and in 2015 there was an increase in this indicator in comparison with the previous year, albeit insignificant - 2.5% (Table 1).

Similarly to the data for the Russian Federation for the period from 1990 to 2015, this indicator decreased in the context of territories. However, since 2010, the differentiation between federal districts is more significant: if in Russia as a whole, the volume of production of bread and bakery products decreased by 5.8%, in such federal districts as the Northwestern, Siberian and Far Eastern regions, the decline exceeded the average Russia and amounted to more than 11%, in the Volga and Ural regions the decrease is less than the average for the Russian Federation (3.5 and 2.4%, respectively), then in the North Caucasian Federal District the volume of production increased by 33 thousand tons or 8 , 0% (table 2). These figures indicate different consumer preferences in the regional context.

table 2

Production of bread and bakery products by federal districts of the russian federation (thousand tons)

The total volume of production of bread and bakery products is influenced by the size of the population living in a given territory, therefore, it is important to analyze this indicator per capita (Table 3).

Table 3

Production of bread and bakery products (per capita per year; kg) in the Russian Federation

Analysis of the information presented in Table 3 shows that the production of bread and bakery products per capita has decreased 2.6 times. The dynamics of this indicator is similar to the dynamics of the total volume of production. The main reasons for this development of the bakery industry were, on the one hand, a drop in consumer demand for low-grade bread due to the cessation of its use for livestock feed, and, on the other hand, an increase in prices, leading to a decrease in the purchasing power of the population, as well as more economical spending. bread and bakery products due to their high cost.

Experts note a number of other reasons for this state of the bakery industry: bread products are one of the main human food products, the daily consumption of bread in different countries ranges from 150 to 500 g per capita. In our country, at the moment, the consumption of bread and bakery products per person per year is 118 kg, and in accordance with the rational norms of food consumption that meet modern requirements for a healthy diet and developed by the Ministry of Health of the Russian Federation, this figure should be 96 kg, including cereals, pasta and legumes. In modern conditions, both abroad and in Russia, an increasing number of people are paying increased attention to their health, based on this fact, the consumption of bakery products will decrease, and, accordingly, the volume of production in the bakery industry will decrease.

Table 4

International comparisons on the consumption of bread and bakery products per capita, kg / person.

As follows from the information presented in table 4, there are significant differences in the consumption of bread products in different countries. So in the CIS countries the population traditionally consumes a fairly large amount of bread and bakery products, in Armenia this figure is 191 kg, which is 61.9% more than in Russia, the consumption level in Tajikistan is relatively high - 153 kg, Azerbaijan and Kyrgyzstan ( 138 kg). The value of the indicator in the Republic of Moldova and Ukraine is less than in Russia, the lowest among the CIS countries is this indicator in Belarus - 89 kg.

In the EU countries and Japan, the consumption of bread products is significantly less than in the Russian Federation. Among this group of countries, the minimum consumption is in Austria - 79 kg per capita, the maximum - in Poland - 106 kg, but even this value is less than the Russian indicator by 10.9%.

Comparison of the actual indicators of countries with rational norms of food consumption that meet modern requirements for a healthy diet shows that in many countries these norms are violated, much more bread is consumed, although the trend of our time is the desire for a healthy lifestyle. Studies have shown that in highly developed countries, where the level and quality of life of the population is quite high, the consumption of bakery products is much less and tends to decrease. All this proves once again that the consumption of this product in the Russian Federation is decreasing.

The modern market for bread and bakery products dictates stringent requirements for the manufacturer. Today it is not enough to produce only mass grades of bread and bakery products. To survive and be successful, you need to develop a wide range of products. According to experts, representatives of the bakery and confectionery industries should pay special attention to the quality of their products, as well as take into account the specifics and habits of consumers.

Studies show that the structure of consumed bakery products is changing, the consumption of traditional breads is decreasing, and the consumption of new and healthy products is increasing (Table 5). If in 2010 6,816 thousand tons of non-durable storage products were sold, then in 2015 there was a decrease in its sales by 507 thousand tons or 7.4%, while sales of packaged products and other types are increasing, the structure of bread and bakery products is gradually changing.

Table 5

Change in the structure of bread and bakery products for 2010-2015

The structure of production of bread and bakery products in Russia differs from that existing at the present time in developed European countries. In recent years, much attention has been paid to the enrichment of bread with various useful substances in the world, which give it medicinal and prophylactic properties. The therapeutic and prophylactic effect of the use of dietary bakery products is ensured either by the introduction of the necessary additional components into the recipe, or by the elimination of undesirable ones, as well as changes in the technology of their preparation. Enrichment of bakery products with preventive additives remains in demand and relevant. Especially valuable are natural additives that enrich the bread with healthy substances and have a beneficial effect on the baking technology.

The market for the production of domestic dietary products has great potential for growth. A significant number of various bakery products for medical nutrition have been developed; there is a wide range of products for preventive nutrition, intended for people with a predisposition to certain diseases, as well as people living in ecologically unfavorable regions of the country, for workers in heavy professions, preschool children and the elderly.

The industry workers are faced with a number of problems associated with improving the quality and nutritional value of bread, baked goods, rusks and rams. Very important problems are: improvement of technology in order to intensify the production of bread; regulation of its nutritional value; creation of new dietary varieties of bread and bakery products.

Bakery products are sold today mostly through trade establishments. Meanwhile, there are a number of bakery manufacturers who own their own chain stores. Consumers are mainly sold fresh baked goods and packaged bakery products. Following the market trends, manufacturers of bakery products equip their enterprises with modern technological and packaging equipment, making their products competitive and interesting to the consumer. Consequently, one of the first steps in the new conditions of market relations is labeling and branded packaging. Naturally, creating your own style and brand requires additional costs and, as a result, increases the selling price by up to 10%. But this gives an extremely noticeable result. According to experts, the name and packaging of bakery products attract consumers and, therefore, expand sales. This gives companies the chance to grow their market. Advertising also influences demand. However, most retailers today do not advertise bread and bakery products at all. This decision is due to the fact that the majority of salespeople believe that since bread is an essential commodity that has a constant demand, it does not need advertising. This opinion is erroneous, since new types of these products are constantly appearing on the consumer market and traditional types of these products are constantly being revived, for example, various types of rye bread. In connection with the current circumstances, it is required to conduct promotional activities to generate demand and stimulate sales.

Summarizing the above, the following conclusions can be drawn:

In recent years, there has been a decrease in the production and consumption of bread and bakery products;

The state of the bakery market depends on many factors: supply and demand, the political and economic situation in the country, the population's ability to pay, the competitive component, etc.

Innovation, expansion of the assortment produced - these are current trends in the development of the bakery market in Russia;

Due to a decrease in the consumption of traditional varieties of bread products, bakery enterprises are forced to change the structure of the assortment, produce and sell new products.

State, trends and problems of development of the bakery industry in the Russian Federation

N. D. Breeders, Doctor of Economics, Professor,

A.S. Zemlyankina, postgraduate student, Orenburg State Agrarian University

The bakery industry in Russia is one of the leading food industries in the agro-industrial complex. The production base of the bakery industry of the Russian Federation includes about 1,500 bread factories and more than 5,000 mini-bakeries, which provide an annual output of about 7 million tons of bread products, including about 5 million tons produced at large bakeries.

One of the features of the bakery industry is the concentration of production facilities at large enterprises and, at the same time, the presence of a large number of small enterprises of various forms of ownership. The industry is represented by both newcomers - private bakeries, and former state-owned bakeries, which were corporatized during privatization. In Russia, the bulk of bread production is concentrated in large enterprises. More than 70% of all bakery products are produced here, at small enterprises - less than 20%.

Bakery is a socially significant branch of the Russian economy. Most of the bakeries that produce the main types of bread solve the important strategic task of providing as many people as possible with cheap bread. New trends in baking technology are also important: freezing, the use of under-baked bread with further baking in a bakery store, the use of ready-made mixtures and new types of fortifiers. The bakery industry, like any other business, has a tendency to renewal and development.

Despite the important social significance, the bakery industry remains fragmented, and each bakery or bakery, joint-stock companies or private entrepreneurs work according to their own plans, which are not linked to the general tasks of production development. This ultimately leads to an increase in costs and a decrease in the efficiency of bakery production, to an increase in selling prices.

In recent years, according to Rosstat, there has been a clear downward trend in the production of bread and bakery products in Russia. In general, the volume of production of bakery products in Russia has been steadily decreasing over the past few years. However, in 2011 the market showed positive dynamics, grew by 1% and amounted to slightly more than 7,089

million tons. Figure 1 shows the data on the volume of production of bakery products in the Russian Federation in the period from 2007 to 2011

According to the data provided by the regional center of statistics, the bread and bakery market of the Orenburg region grew in 2011 by 10% compared to the previous year and amounted to approximately 1% of the all-Russian bread market (Table 1).

Experts name a number of reasons for the observed growth in the production of bread and bakery products, the main of which are the expansion of the range of bakery products produced, the change in the structure of food consumption under the influence of rising prices and the gradual approach of bread consumption to scientifically grounded consumption standards.

Almost the entire market volume in physical terms is represented by products of domestic manufacturers. The share of foreign deliveries of bakery products in 2011 amounted to 0.15%. During 2009-2011. the share of imports on the Russian market of bread and bakery products ranged from 0.11 to 0.15%. In the current 2012, due to Russia's accession to the WTO, an increase in the share of imports in the market is forecasted to reach 0.18%.

The Russian market of bread and bakery products is conditionally divided into two groups: the first is bread made from wheat, rye flour and from a mixture of different varieties, which accounts for 70% of the market volume, and the second is bakery products.

The data provided by Rosstat allow us to note that the share of bakery products in the commodity structure of retail trade turnover has been steadily decreasing since 2005.The share of expenditures on bakery products in the total amount of expenditures for purchasing food for household meals decreased from 2005 to 2011 from 2.6 up to 2.4% (Table 2).

2007 2008 2009 2010 2011

Rice. 1 - Dynamics of production volumes

bread and bakery products in Russia in 2007-2011, thousand tons

1. Dynamics of the market volume of bread and bakery products in the Orenburg region in 2007-2011.

Indicator 2007 2008 2009 2010 2011 2011 in% to 2007

Production of bread and bakery products, t The share of bread and bakery products in the total volume of production in Russia,% 77124 0.9 75648 1.0 73714 1.0 71886 1.0 79025 1.1 102

2. Turnover of retail trade of bread and bakery products in Russia for 2005-2011.

Indicator 2005 2006 2007 2008 2009 2010 2011

Retail turnover of bread and bakery products, billion rubles 180.3 207.1 249.9 314.8 349.2 379.0 436.1

Retail trade turnover of bread and bakery products in% of the total cost of food products 2.6 2.4 2.3 2.3 2.4 2.3 2.4

Bread and bakery products made from premium wheat flour

wheat

Rice. 2 - Average consumer prices in the Russian Federation for 2005-2011, rubles.

The volume of retail trade in bread and bakery products in Russia is estimated at 436.1 billion rubles. (according to 2011 data). A significant share (at least 70%) is the proceeds from the sale of mass varieties of bread.

According to the data in Table 2, the retail turnover of bread and bakery products for the six-year period increased 2.4 times, or 255.8 billion rubles, which is primarily due to the rise in prices for this group of products. Thus, the average consumer prices in Russia for bread and bakery products made from premium wheat flour increased over the period under review from 22.24 to 45.36 rubles, i.e. 2 times (Fig. 2).

At the same time, the growth in prices for bread and bakery products significantly outstrips the growth in prices for wheat flour, for the period from 2005 to 2011 the price growth for which amounted to 66%. Consequently, today grain prices remain low. Low grain prices weaken the economy of agricultural organizations and farmers, hinder the possibility of modernizing agricultural production and improving the quality of raw materials for processing.

Over the years, the largest producers of bread and bakery products in Russia have been and remain JSC Karavay and JSC Khlebny Dom (St. Petersburg), JSC Khlebokombinat Peko (Moscow), JSC Lipetskkhleb-

makaronprom "(Lipetsk), JSC" Rostov bakery №1 "(Rostov-on-Don).

The market for most varieties of bakery products has a pronounced regional character. This is reflected in fluctuations in production per capita across the federal districts of Russia. So, for bread made from rye and rye-wheat flour, the highest value of this indicator is noted in the Central and Northwestern Districts (over 28 kg / year), the lowest - in the Southern, Far Eastern and Siberian Federal Districts (less than 10 kg / year). The Southern Federal District is the leader in bread and bakery products made from wheat flour - over 42 kg / year, including over 36 kg / year - bread weighing 500 g and above; the lowest indicator is in the Central Federal District - 24.2 kg / year.

Russia's accession to the WTO will undoubtedly affect the further development of the Russian market for bread and bakery products. The bakery market is expected to split into two segments: the segment of organic bread and bakery products and the segment of bakery products. This process was initiated by the abolition of compulsory certification of products, which entailed the expectations of consumers for the appearance on the market of bread and bakery products of low-quality products, and information

in the media about cases confirming such expectations. In the production of bread and bakery products, manufacturers have significantly increased the share of using substitute ingredients, complex food additives, emulsifiers, baking powders, freshness and shelf life extenders, preservatives, flavor enhancers, starter cultures, bread improvers, etc.

As a result, a new trend has emerged that has embraced a certain layer of consumers who left the bread and bakery products market, who, purchasing bread makers, began to bake bread and bakery products exclusively from natural ingredients for their families. At the same time, the range of bread makers has expanded on the household appliance market. They are already supplied to the Russian market by 26 well-known foreign manufacturers of household appliances. This trend is gradually expanding its geography.

There are many problems facing domestic enterprises in the bakery industry, but the main ones today are:

Obsolescence of equipment, when completely worn out already makes up 20% of the production fund;

Increasing competitiveness in front of Western companies in the context of the country's accession to the WTO. For example, for the production of one ton of bakery products of 7-10 names on foreign equipment, 3 people are required, with us most often - from 6 to 8;

The bakery industry remains fragmented, the impact on the market of chain stores is increasing;

An acute shortage of investment resources, which characterizes the state of the bakery industry as critical. The profitability of domestic enterprises is on average only 2-3%.

Thus, the conducted monitoring of the economic activities of five bakery enterprises

Orenburg Oblast made it possible to identify the above-described problems in their activities and establish that the rates of innovative renewal of some of them are insufficient for effective functioning and sustainable development (Table 3). One of the most important factors affecting the low level of utilization of production capacities (27.7-66.8%) in the surveyed enterprises and, as a result, on the growth of unit costs, is the high level of competition in the bread and bakery products market. In addition, a high degree of physical wear and tear of a significant part of fixed assets (at some enterprises up to 75%) leads to an increase in the cost of repairing equipment, excessive consumption of energy resources and, accordingly, to an increase in the cost of a unit of production.

Monitoring of the activity of bakery enterprises showed a steady trend of growth in the share of production costs in the cost of products. The high material consumption of production, the rise in prices on the raw material markets indicate the need to increase the efficiency of the use of material resources. This requires the improvement of technological schemes and modes that provide a better preliminary preparation of raw materials, deep and complex processing, as well as the use of new types of raw materials and components (flour from sprouted grain, starter cultures with cultured microorganisms, etc.).

The modern market for bread and bakery products dictates stringent requirements for the manufacturer. Today it is not enough to produce only mass grades of bread and bakery products. To survive and be successful, you need to develop a wide range of products. Representatives of the bakery industry should pay special attention to the quality of their products, as well as take into account the specifics and habits of consumers. Improving quality

3. Comparative assessment of the activities of enterprises - representatives of the bakery industry of the Orenburg region in 2011

Enterprise Indicator

P1 P2 P3 P4 P5

Integral indicator of production capacity utilization,% 48.1 47.3 56.4 66.8 27.7

Cost intensity of commercial products, rub / rub 0.89 0.79 0.92 0.81 0.97

Labor-to-labor ratio, thousand rubles / person 46.4 162.3 42.3 132.1 36.4

Capital productivity, rub / rub 6.8 2.1 3.6 4.2 1.7

Labor productivity, thousand rubles / person 303.5 498.2 346.7 698.0 297.2

Profit, RUB mln 5.3 58.7 6.0 62.8 4.4

Product profitability,% 6.2 18.3 8.7 32.5 4.6

Innovative activity (-, + low, high) - + - + -

Development directions * ** * ** *

Bread and bakery products are one of the most common food products of the population, which contain almost all the substances necessary for the vital activity and normal development of a living organism. Bakery products occupy an extremely important place in the diet of people.

The bakery industry of the Russian Federation is one of the leading sectors of the agro-industrial complex. The country has more than 10 thousand bakeries (including 1.5 thousand large ones) and bakeries capable of producing 50 thousand tons of bakery products daily. The material and technical base of bakeries and bakeries with a total annual production capacity of 13,783.5 thousand tons of bakery products makes it possible to sustainably meet the population's need for bread, satisfy the tastes of consumers, take into account traditional and national requirements, and produce 100 kg per person per year. At the same time, the country has capacities for baking bread in the field and in extreme conditions, for the production of bread for long-term storage and bread for special purposes.

Market transformations in the economy have led to the emergence of numerous mini-bakeries, the estimated number of which is 10 thousand. Small businesses have adapted to the demands of the market, and are occupying their segment by developing a wider range of products and finding businesses within walking distance from customers. For this reason, the industry has continued for several years to see a decline in the output of bakery products at large and medium-sized enterprises, despite their obvious advantages. These are high labor productivity, the availability of qualified personnel, a structured organization of production, the presence of technological control and other advantages that small bakeries and individual entrepreneurs do not have. The production of bakery products by small enterprises and individual producers is on average 20-23% of the total supply to the market, which should force the bakery services to conduct more serious marketing research of the bread market and update their business plans. At the same time, as priorities, one should determine the assortment niche for each manufacturer, the terms of product delivery, healthy food standards and the desire of buyers to update the assortment, as well as price factors.

Bakery is a socially significant branch of the economy of our country. Most bakeries that produce basic types of bread solve the important strategic task of providing as many people as possible with cheap bread. New trends in baking technology are also important: freezing, the use of under-baked bread with further baking in a bakery store, the use of ready-made mixtures and new types of fortifiers. The bakery industry, like any other business, has a tendency to renewal and development. Despite its important social significance, the bakery industry remains fragmented, and each bakery or bakery, joint-stock companies or private entrepreneurs work according to their own plans, which are not coordinated with the general tasks of production development. This ultimately leads to an increase in costs and a decrease in the efficiency of bakery production, to an increase in selling prices. One of the main reasons negatively affecting the work of the bakery industry is its fragmentation, the ever-increasing impact on the market of chain stores.

In recent years, according to Rosstat, there has been a clear downward trend in the production of bread and bakery products in Russia. In general, the production of bakery products in Russia has been steadily decreasing over the past few years. Figure 1 shows the data on the volume of production of bakery products in our country in the period from 1990 to 20013.

Rice. 1

As can be seen from the data presented, since 1990 there has been a tendency for a decrease in the volume of production of bakery products in the country. So in 2000, the production of bread fell by more than 2 times in comparison with 1990; Since 2000, the production of these products has been gradually decreasing: from 2000 to 2005 - by 12%, from 2006 to 2009 the decline in production was 10%.

According to Rosstat data for the III quarter of 2009, the index of sales of bakery products amounted to 98.9%, while the growth rate of retail sales in terms of turnover value is one of the lowest among food products.

In the commodity structure of retail trade turnover, the share of bakery products is constantly decreasing.

The share of expenditures on bakery products in the total expenditures on the purchase of food for household meals of households decreased from 2005 to the II quarter of 2009 from 16.99 to 15.96%. The volume of retail trade in bakery products in Russia is estimated at 314.8 billion rubles. A significant share (at least 70%) is the proceeds from the sale of mass varieties of bread.

Currently, there are traditional types of bakery products on the Russian bakery market.

bread - black, white, round, loaf and loaf, and a premium category that has been emerging in recent years - bakery products with a limited shelf life, content of minerals and organic elements, low-calorie varieties, etc.

In modern conditions, the bakery industry in Russia is developing in the direction of expanding the range of products and introducing new types of medical and dietary products into production, including those with a reduced energy value. However, the situation in this area of ​​production, especially with functional products, is changing slowly. The massive use of general-purpose wheat flour in baking instead of baking flour, despite the large wheat yield, reduces the content of deficient proteins in bread and increases the content of carbohydrates that are excessive in the diet. The development of a range of wheat flour baked goods also contradicts medical science recommendations for healthy nutrition - the industry uses mainly the most impoverished chemical composition of wheat flour instead of the more useful and recently mass-produced second-grade flour in baking.

The market for most varieties of bakery products has a pronounced regional character. This is reflected in fluctuations in production per capita across the federal districts of Russia. So, for bread made from rye and rye-wheat flour, the highest value of this indicator is noted in the Central and Northwestern Districts (over 28 kg / year), the lowest - in the Southern, Far Eastern and Siberian Federal Districts (less than 10 kg / year); in bread and bakery products from wheat flour, the Southern Federal District is in the lead - over 42 kg / year, including over 36 kg / year - bread weighing 500 g and above; the lowest indicator is in the Central Federal District - 24.2 kg / year. The Central Federal District ranks first in the production of bakery products - 21.5 kg / year, while in other federal districts, with the exception of the North-West, this figure is less than 10 kg / year. Bread and bakery products made from premium flour prevail in the Central, North-Western and Volga Federal Districts. For rich bakery products, the highest value of the indicator is observed in the Central and Northwestern Federal Districts - over 2 kg / year, the lowest in the Siberian Federal District - less than 1 kg / year; for donuts, the highest in the Central and Northwestern Federal Districts - over 1 kg / year, the smallest in the Far Eastern Federal District - 0.2 kg / year; for bread crumbs, croutons and crisp bread, the highest in the Central and Siberian Federal Districts - over 1 kg / year, the lowest in the Ural and Far Eastern Federal Districts - 0.47 kg / year with an average of 1.01 kg / year; for pies, pies, donuts, the largest in Moscow and St. Petersburg - 0.6 - 0.85 kg / year, the smallest in the Far Eastern Federal District - 0.12 kg / year; for dietetic products the highest in the Northwestern Federal District - 4.74 kg / year, the smallest in the Southern Federal District - 0.31 kg / year. In total, per capita production of bakery products ranges from 43.8 kg / year in the Ural Federal District to 57.8 kg / year in the Central Federal District. The domestic industry produces diabetic bread in the amount of 40-50 thousand tons per year, while, according to the Institute of the Russian Academy of Medical Sciences, the need for it is about 250 thousand tons per year.

The main criteria for choosing a place for buying bread and bakery products is the proximity of a trading enterprise to a place of residence or work, as well as the possibility of buying other food products at one point, therefore, three quarters of purchases of bakery products are in shops and supermarkets. The main criterion when choosing bread at a retail outlet, all other conditions being equal for the consumer, is the freshness of the product. All other factors are of much lesser importance. The tastes of consumers do not differ in particular variety: the leaders of preferences are the long-known varieties of bread produced by all factories. The sale of these varieties constitutes a huge share of the market sales.

There are no special differences among the main varieties of products that are sufficient for a consumer to prefer a particular manufacturer. And enterprises are forced to join an active struggle in the market, expanding the range and developing new varieties. The modern market for bread and bakery products dictates stringent requirements for the manufacturer. Today it is not enough to produce only mass grades of bread and bakery products. To survive and be successful, you need to develop a wide range of products. Representatives of the bakery and confectionery industries should pay special attention to the quality of their products, as well as take into account the specifics and habits of consumers.

Bakery products are sold today mostly through trade establishments. Meanwhile, there are a number of bakery manufacturers who own their own chain stores. Consumers are mainly sold fresh baked goods and packaged bakery products. Following the market trends, manufacturers of bakery products equip their enterprises with modern technological and packaging equipment, making their products competitive and interesting to the consumer. Therefore, one of the first steps in the new conditions of market relations is labeling and branded packaging.

Of course, developing your own style and brand is costly and, as a result, increases the selling price by up to 10%. But this gives a very tangible result. According to experts, the name and packaging of bakery products attract consumers and, naturally, expand sales. This gives companies the chance to grow their market. Advertising also influences demand. However, most retailers today do not advertise bread and bakery products at all. This is due to the fact that the majority of salespeople believe that, since bread is a basic commodity that is in constant demand, it does not need advertising. This is not true, since new types of these products are constantly appearing on the consumer market and traditional types of these products are constantly being revived, for example, various types of rye bread. This requires advertising to generate demand and stimulate sales. The structure of production of bread and bakery products in Russia differs from that existing at the present time in developed European countries. In recent years, much attention has been paid to the enrichment of bread with various useful substances in the world, which give it medicinal and prophylactic properties.

The therapeutic and prophylactic effect of the use of dietary bakery products is ensured either by the introduction of the necessary additional components into the recipe, or by the elimination of undesirable ones, as well as changes in the technology of their preparation. Enrichment of bakery products with preventive additives remains in demand and relevant. Especially valuable are natural additives that enrich the bread with healthy substances and have a beneficial effect on the baking technology.

The market for the production of domestic dietary products has great potential for growth. A significant number of various bakery products for medical nutrition have been developed; there is a wide range of products for preventive nutrition, intended for nutrition of people with a predisposition to certain diseases, as well as people living in ecologically unfavorable regions of the country, for workers in heavy professions, preschool children and the elderly.

The bakery of our country faces a number of problems associated with improving the quality and nutritional value of bread, baked goods, rusks and rams. Very important problems are: improvement of technology in order to intensify the production of bread; regulation of its nutritional value; creation of new dietary varieties of bread and bakery products.

The volume of consumption in the Russian market of bread and bakery products in 2016 amounted to 6.6 million tons, which is 2% less than in 2015. According to the preliminary results of 2017, the volume of visible consumption of bread and bakery products is also 6.6 million tons. At the same time, 98% of the Russian market for bread and bakery products consists of domestically produced products.

According to the results of the IndexBox Russia study, a pronounced trend is currently the growing interest of the population in healthy eating and, accordingly, new varieties of bread products with added nutritional value. Bread and bakery products are one of the basic foodstuffs, so the demand for this type of product remains stable.

Market structure of bread and bakery products: production, export, import, consumption

The Russian market of bread and bakery products in kind consists almost entirely of domestically produced products (98%). The share of imported products is 2%. About 3% of the produced grain products are exported.

Dynamics and structure of the bread and bakery products market in 2013-2017 (O) and forecast up to 2025, million tons (within the framework of the baseline development scenario)

Consumption structure by federal districts

Bread and bakery products are one of the main products in the consumer basket.

The consumers of bread are end buyers, commercial organizations (retail chains, food factories, etc.), as well as the state in the implementation of state purchases on tender terms for state institutions (educational, medical, etc.)

In 2016, the largest share of visible consumption of bread and bakery products in kind was in the Volga, Ural and Central FDs (14.9%, 11.3% and 11.0%, respectively). This is followed by the Siberian Federal District with a share of 11% and the North-Western Federal District (10.5%).

Structure of consumption of bread and bakery products by federal districts in 2013-2017 (O), in kind

Per capita consumption

In the dynamics of per capita consumption of bread and bakery products, there is a tendency towards a gradual decrease in the consumption of bread products. So, in 2013 the consumption of products was 47.6 kg / person, then in 2016 this figure was 45.6 kg / person. This is due to the fact that the demand for traditional types of grain products is decreasing due to a change in consumer preferences. At the end of 2017, per capita consumption of bread and bakery products will be 45.8 kg / person.

Consumption of bread and bakery products per capita in 2013-2017 (O), kg / person

Structure of production of bread and bakery products by federal districts

The consumer factor plays a significant role in the location of production facilities for the production of bread and bakery products: bread and bakery products are products with a short shelf life, therefore, enterprises are in close proximity to end consumers. In this regard, the structure of production in the federal districts of the Russian Federation is largely determined by the size of the population and the structure of demand for products, as well as the purchasing power of the population.

The main volume of production of bread and bakery products in Russia in 2016 in physical terms fell on the Central and Volga Federal Districts (29% and 20%, respectively).

Structure of production of bread and bakery products by FD in 2013-2017 (O), in kind

Main market participants

More than 10 thousand companies are engaged in the production of bread and bakery products on the Russian market.

The largest domestic producers of bread and bakery products in the Russian Federation are:

• Fazer LLC, Karavai OJSC,
• "Chipita St. Petersburg" (St. Petersburg),
• JSC "Khlebprom" (Chelyabinsk region),
• "KDV" Yashkino "(Kemerovo region),
• JSC "Atrus" (Yaroslavl region),
• "Cheryomushki" Confectionery and Bakery Factory,
• Kolomensky Bakery and Confectionery Plant (Moscow).
• Bread and Bakery Products Market: Development Forecast

In the medium term, the development of the bread and bakery products market will be mainly driven by an increase in demand for non-traditional varieties of products with more complex recipes. Annual market growth is expected to average + 2% (under the baseline development scenario). The main drivers of growth should be the modernization of production and improvement of the quality and expansion of the range of bakery products.

The bakery industry in Russia is one of the leading food industries in the agro-industrial complex. The production base of the bakery industry of the Russian Federation includes about 1,500 bread factories and more than 5,000 mini-bakeries, which provide an annual output of about 21 million tons of bread products, including about 12.7 million tons produced at large bakeries.

In recent years, the working conditions of the bakery industry have changed, and above all, organizationally. Almost all bakeries and bakeries became privatized joint stock enterprises. Market relations are developing at bakeries, laws of competition are beginning to operate.

The level of per capita bread consumption in Russia is 120-125 kg per year (325-345 g per day), including for the urban population 98-100 kg per year (245-278 g per day), for the rural population 195-205 kg per year (490-540 g per day). These norms depend on age, gender, degree of physical and mental stress, climatic characteristics of places of residence.

At the same time, the analysis shows that since 1991 there has been a decrease in the production of bread, the annual consumption of bread per person by 1995 fell to 70 kg. The consumption of bread is already significantly lower than the rational nutritional norm, which will undoubtedly affect the health of the population.

This situation causes irreversible processes in the bakery industry: bakeries are forced to preserve technological lines, cut jobs, increase production and sales costs, and stop investments.

In the new operating conditions of the bakery industry, new approaches to the development of a range of products are required, the role of which in the organization of consumption should increase significantly. If earlier the assortment was determined mainly by the conditions of production and the dictate of mechanized lines, now the conditions of production and the composition of the equipment are determined by the assortment and demand. At the same time, it is necessary to take into account the demand and needs of different groups of the population more than before.

The task of increasing the consumption of bread requires special attention and study of the problems of improving its quality.

In the new economic conditions, there are prerequisites for the introduction of bakeries that produce a wide range of bakery and flour confectionery products. At present, the production of domestic equipment for bakeries with a productivity of 0.2-5.0 tons per day has been launched. These businesses make it possible to produce a wide range of bakery products and sell them fresh directly in the shops at these bakeries. To provide this production with equipment, new machines have been developed, which are included in the equipment sets A2-KhPO, L4-KhPM-500 and others for low-power bakeries.

One of the most important areas of increasing production efficiency and improving the quality of bakery products is the creation of a rational structure of enterprises in the industry, mechanization and automation of production processes based on the latest technologies.

The solution of the main tasks of scientific and technical progress in the bakery industry is closely related to the development of pre-existing packaging technologies and automated devices for monitoring the properties of raw materials, semi-finished products and the quality of finished products.

According to modern trends in nutritional science, the range of bakery products should be expanded with the release of products of improved quality and nutritional value, for preventive and therapeutic purposes.

The volume of production of dietary products is insignificant, the need for them is satisfied only by 10-20%. The level of production of prophylactic products for the population in areas of environmental disadvantage is low, bread for long-term storage (from 3 to 30 days) for people living in hard-to-reach and remote areas, in conditions of man-made disasters, emergencies, special contingents, etc.

The solution to the problem of balanced nutrition of the population, which is of national importance, is possible only if technologies are developed and introduced into production, with the help of which the following will be implemented:

• ensuring the safety of agricultural and food raw materials, food products;
• reducing the incidence of illnesses in children due to malnutrition and environmental pollution;
• reduction of food and raw materials dependence of Russia on foreign countries;
• environmental protection in the production of food products;
• ecologically clean food of a new generation for mass and dietary purposes, taking into account modern hygienic requirements;
• fundamentally new technologies based on the use of unconventional methods that accelerate the process;
• scientific foundations for the creation of technological processes for the production of new generation baby food.

The creation of an assortment of bread products of the "Health" group is carried out in two directions:

• modeling a rational assortment of grain products for individual regions, taking into account their climatic, demographic and other characteristics;
• development of a diverse range of products for preventive and therapeutic nutrition.

For the production of such products, special composite flour mixtures with bran, germ flour, crushed and crushed grain, vitamin and mineral components, etc. are used; carry out the production of these mixtures.

Under the new conditions, bread packaging is gaining great importance and development. Bread packaging protects it from premature drying, preserves its consumer freshness, increases the sanitary and hygienic conditions of its storage and increases the sales period. The following packaging machines of foreign and domestic production are used at bakery enterprises: HARTMANN, IBONHART, RSE, FINPAK, TAYRAC, Terminal, Laura, etc.