Prokopenko I.P. 1
Olifer L.D. 1
1 Pyatigorsk Medical and Pharmaceutical Institute – a branch of the Ministry of Health GBOU VPO VolgGMU Russia
The merchandising analysis of baby food assortment that is implemented through pharmacies in Pyatigorsk was conducted. We studied the preferred formula milk demand and identified the most popular brands of baby food. We also studied the consumer preferences, which influence on the forming the range of pharmacies. We distinguished the following preferences: the component structure composition (in particular, the absence of artificial additives), hyppoallergenicity, products enriched in vitamins, minerals and live cultures; manufacturer, price and the children’s taste preferences. It was defined that the majority of consumers prefer to buy baby food produced by local manufacturers and such products form the largest share in the realization formula. The analysis of the complete range and depth showed that there are the pharmacies are missing some product lines of infant nutrition of various shapes and packages. The index of the update is rather high, ranging from 60% to 80% and indicates a permanent replacement for new types of baby food.