BRANDING FEATURES IN THE RUSSIAN CHEESE MARKET
УДК 339.13.017:659.127.6:637.3
Abstract
With the rapid growth of digital technologies, the target audience is becoming more demanding of the quality and uniqueness of the brands offered. Companies need to find new ways to stand out from the comperirion. One of the key areas shaping modern branding strategies is digitalization and personalization of customer interaction. A successful brand creates a sustainable competitive advantage, which, in turn, contributes to increased profitability and improved market performance. At the moment, the level of branding in the domestic cheese market is relatively low, but it shows an upward trend. The Russian cheese assortment is based on semi–hard cheeses (42.4%), soft cheeses (21%), and Swiss cheeses (about 10.6%). In 2023, the Belarusian brand Brest-Litovsk became the leader in the Russian cheese market. The share of this brand in sales of all types of cheeses in the largest retail chains increased from 5.8% to 7% in monetary terms, which allowed it to displace the former leader, Hochland, whose share increased from 6.3% to 6.7%. In third place is the Lambert brand from PepsiCo, whose share in sales decreased from 5.1% to 4.6%. Provided that the average consumption growth rate remains at 3% per year, by 2030, cheese consumption in Russia may reach 9 kg per capita.
Downloads
Metrics
References
Панкрухин А. П. Бренды и брендинг // Практический маркетинг. 2011. No 4 (170). С. 4-15.
Сурай Н. М., Таточенко А. Л., Терехова А. А. и др. Регионы-лидеры сыроделия: создание собственных сырных брендов и их трансформация в бренды территорий // Сыроделие и маслоделие. 2024. No 1. С. 10-25. https://doi.org/10.21603/2073-4018-2024-1-2
Сандакова Е. А., Халина Н. В. Сырный бренд Европы и Алтая: "сырная" чувствительность территории // Pr и реклама в изменяющемся мире: региональный аспект. 2018. № 19. С. 73-85.
Шеншин А. Е., Майоров А. А., Сурай Н. М. Типы хозяйств и качество молока: проблемы и их решения // Экономические науки. – 2019. № 175. С. 102-106. https://doi.org/10.14451/1.175.102
Жукова Н. В., Сурай Н. М., Майоров А. А. и др. Отечественный и мировой опыт в развитии рынка сыров и сырных продуктов // Экономические науки. 2019. No 180. С. 39–45. https://doi.org/10.14451/1.180.39
Беляев В. И. Репутация, имидж, бренд: создание и использование в практике стратегического управления компаниями и территориями // Экономика Профессия Бизнес. 2020. № 1. С. 16-27. https://doi.org/10.14258/epb201953
Мищенко В. В., Лякишева В. Г., Добрынина И. Ю. О некоторых аспектах формирования и совершенствования имиджа Алтайского края // Ученые записки Алтайского филиала Российской академии народного хозяйства и государственной службы при Президенте Российской Федерации. 2022. № 2(21). С. 36-42.
Бычкова Е. С. Создание брендов (торговых марок) для товаропроизводителей из г. Барнаула с целью их продвижения на рынках других регионов // Молодежь - Барнаулу: материалы XXVI городской научно-практической конференции молодых ученых, Барнаул, 01–30 ноября 2024 года. Барнаул, 2025. С. 1207-1208.
Майоров А. А., Мусина О. Н. Фермер хочет сварить сыр что нужно знать в первую очередь // Молочная река. 2020. № 2(78). С. 36-40.
Федюнин Д. В., Федюнин А. Д. Специфика рекламной поддержки брендов продуктов здорового питания // Реклама, PR и дизайн в бренд-коммуникациях: Сборник научных трудов III Международной научно-практической конференции, Москва, 25–26 апреля 2024 года. Москва, 2024. С. 251-266.
REFERENCES
Pankrukhin A. P. Brands and branding. Practical marketing. 2011. No. 4 (170). Pp. 4-15.
Surai N. M., Tatochenko A. L., Terekhova A. A. et al. Regions-leaders of cheese production: creation of their own cheese brands and their transformation into brands of territories. Cheese production and butter production. 2024. No. 1. Pp. 10-25. https://doi.org/10.21603/2073-4018-2024-1-2
Sandakova E. A., Khalina N. V. Cheese brand of Europe and Altai: the "cheese" sensitivity of the territory. Pr and advertising in a changing world: The regional aspect. 2018. No. 19. Pp. 73-85.
Shenshin A. E., Mayorov A. A., Surai N. M. Types of farms and milk quality: problems and their solutions. Economic sciences. 2019. No. 175. Pp. 102-106. https://doi.org/10.14451/1.175.102
Zhukova N. V., Surai N. M., Mayorov A. A. et al. Domestic and international experience in the development of the cheese and cheese products market. Economic sciences. 2019. No. 180. Pp. 39-45. https://doi.org/10.14451/1.180.39
Belyaev V. I. Reputation, image, brand: creation and use in the practice of strategic management of companies and territories. Economics Profession Business. 2020. No. 1. Pp. 16-27. https://doi.org/10.14258/epb201953
Mishchenko V. V., Lyakisheva V. G., Dobrynina I. Yu. On some aspects of the formation and improvement of the image of the Altai Territory. Scientific notes of the Altai Branch of the Russian Presidential Academy of National Economy and Public Administration. 2022. No. 2(21). Pp. 36-42.
Bychkova E. S. Creation of brands (trademarks) for commodity producers from Barnaul in order to promote them in the markets of other regions. Youth - Barnaul: proceedings of the XXVI city scientific and practical conference of young scientists, Barnaul, November 01-30, 2024. Barnaul, 2025. Pp. 1207-1208.
Mayorov A. A., Musina O. N. A farmer wants to cook cheese what you need to know first. Molochnaya reka. 2020. No. 2(78). Pp. 36-40.
Fedyunin D. V., Fedyunin A.D. Specifics of advertising support for brands of healthy food products. Advertising, PR and design in brand communications: Proceedings of the III International Scientific and Practical Conference, Moscow, April 25-26, 2024. Moscow, 2024. Pp. 251-266.
Copyright (c) 2025 Наталья Михайловна Сурай, Валерия Александровна Сурай
This work is licensed under a Creative Commons Attribution 4.0 International License.
Economics Profession Business is a golden publisher, as we allow self-archiving, but most importantly we are fully transparent about your rights.
Authors may present and discuss their findings ahead of publication: at biological or scientific conferences, on preprint servers, in public databases, and in blogs, wikis, tweets, and other informal communication channels.
Economics Profession Business (EPB) allows authors to deposit manuscripts (currently under review or those for intended submission to EPB) in non-commercial, pre-print servers such as ArXiv.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
