Analysis of Factors Influencing the Demand for Dairy Products in Russia: Comparison of Moscow and St. Petersburg

This article examines the differentiation of demand for dairy products in two major Russian cities — Moscow and St. Petersburg. The study is based on RLMS data combining information on households and individuals. The initial hypothesis about significant differences in the consumption of milk and fermented milk products between the two cities has not been confirmed. However, it was found that milk consumption depends on factors such as marital status, number of family members, consumption of fresh fruits and sugar. For fermented dairy products, it was found that marital status has a negative impact on their consumption. An analysis of the consumption of cottage cheese, sour cream and cream showed significant differences between cities. Regression analysis allowed us to identify different sets of factors for each city that affect the consumption of these products. For example, in one city, the consumption of cottage cheese may depend on family income and the presence of children, while in another — on the level of education and the availability of shops with high-quality cottage cheese. Unique factors have also been identified for sour cream and cream, such as food traditions and the impact of advertising campaigns. Thus, in this study, we have identified factors that are worth paying attention to when developing marketing strategies and planning supplies, taking into account the unique economic, social and cultural living conditions in each city.