Marketing of Innovative Healthy Snacks in Russia

In the modern world the innovations are happening in all spheres of the human life. The paper describes the marketing commercialisation aspect of the innovative products and focuses on the food products. It concentrates on the innovative healthy snacks: in opposite to the traditional ones these snacks have the improved quality characteristics for the humans’ health. This market is expected to be growing 12% annually in the next five years, making the understanding of factors triggering buying behaviour essential for business. Therefore, this study represents practical interest for the MNCs and SMEs. Identifying the factors influencing buying decision of innovative healthy snacks is main goal of the work. The goal of the research was reached by the examination of marketing strategies of the FMCG companies for selling traditional snacks. The empirical part of the research tested the factors important for the target audience of the healthy snacks in Russia when buying a healthy snack.