CONSUMER TRENDS IN BAKERY MARKET: UNDERSTANDING OF CONSUMER PERSPECTIVES AND PREFERENCES FOR FUNCTIONAL BAKERY PRODUCTS IN SLOVAKIA

Kristína  Predanócyová; Peter Šedík; Cristina Bianca  Pocol

doi:10.59267/ekoPolj2602619P

Authors

Kristína Predanócyová Slovak University of Agriculture in Nitra, AgroBioTech Research Centre, Trieda A. Hlinku 2, 949 76 Nitra, Slovakia https://orcid.org/0000-0001-8867-1666
Peter Šedík Slovak University of Agriculture in Nitra, Institute of Marketing, Trade and Social Studies, Faculty of Economics and Management, Trieda A. Hlinku 2, 949 76, Nitra, Slovakia https://orcid.org/0000-0003-2495-5162
Cristina Bianca Pocol University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca, Faculty of Veterinary Medicine, Department of Animal Production and Food Safety, Calea Mănăștur 3-5, Cluj-Napoca 400372, Romania https://orcid.org/0000-0001-5079-8004

DOI:

https://doi.org/10.59267/ekoPolj2602619P

Keywords:

consumer, consumer trends, bakery market, functional bakery products

Abstract

The aim of the paper is to identify key consumer attitudestowards functional bakery products and explore factors affectingconsumer behavior. The study is based on questionnaire surveyconducted on a sample of 775 functional bakery productsconsumers in Slovakia. The results showed that consumersprefer grain and whole wheat bread, while sweet pastries withlow-calorie sweeteners are the least consumed. Furthermore,key factors influencing purchase are freshness, quality, taste,and health benefits. The results indicated that consumers arechoosing products based on increased whole grain content,fiber, and minerals and key reasons for consumption arereducing obesity risk and supporting digestive health. Thestudy also pointed out consumer awareness and interest inhealthy eating as key drivers for future market development.Findings provide valuable information to food companies inthe new bakery products development and marketing, as wellas to policy makers in supporting the public health.

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