Brand as Factor of Non-price Competition on Health Food Market

The global health food market is growing rapidly amid a gradual change in consumer behavior patterns. At the same time, one of the fastest growing segments of the food industry is the functional food segment. The price of functional food products is in the middle price segment. In the market of health food products many products have similar properties. In such conditions, manufacturers try to avoid the sale of the basic benefit provided by each brand within a product category. The main way to make the products memorable in the eyes of the consumer is to create a strong brand. A feature of the market for healthy food products is its youth. That is why this market is of interest for research. The purpose of the study was to identify the role of brand attributes, which determine the choice of consumers in relation to the Russian health food market. To test the hypotheses, four regression logit models were constructed. The study identified: 1) Brand attributes affecting the more or less likely consumption of dairy and fermented milk products within the category of functional foods 2) Brand attributes affecting the more or less likely use of bakery products within the category of functional foods 3) Brand attributes that affect the more or less likely use of cereals and croup within the category of functional foods 4) Brand attributes that affect the more or less likely use of dairy and fermented milk products of the Danone brand among consumers consuming dairy and fermented milk products