Specifics of Communication with Consumers in the Promotion of Children's Confectionery Brands

2018 became the most successful year for the Russian confectionery market. At the same time, with the growth of contribution and consumption of this category of products the number of childhood diseases such as diabetes and obesity, caused by the excessive consumption of high-calorie food, has increased. Promotion of the brand has an impact on people's food preferences, that is why it is extremely important to pay special attention to the study of the mechanisms underlying the impact of children’s confectionery brands and try to limit them. The problem is that, on the one hand, children's confectionery brands build a successful communication with consumers, using new effective methods of promotion; on the other hand, through the same mechanisms they stimulate the purchase of goods with a high sugar content contributing to the spread of dangerous childhood illnesses.