The article presents the research results and prospects for the development of the soft drinks market in Nizhny Novgorod. The study was carried out with the subsequent purpose of using its results in determining the system of demand formation and sales promotion; the formation of approaches to the promotion of beverages in the market of Nizhny Novgorod. The relevance of this article is due to the fact that Russians have become more focused on healthy nutrition and their physical form. The growth of "healthy" segments significantly exceeds the growth of the categories themselves. The most striking examples of this trend are the growth in demand for non-alcoholic beverages. The authors presented extensive statistical data that demonstrate the dynamics and prospects for the development of the market of non-alcoholic products on a global and domestic scale. The article presents and discusses the research results of this market in one of the largest cities of Russia - Nizhny Novgorod. In the course of the survey, 146 Nizhny Novgorod residents were interviewed. Responses were received to the key requirements of consumers - taste, material, form and design of packaging, price range and place of sale. The results of the research will make it possible to develop drinks based on the preferences of the end user of this product.
market of soft drinks, market research, survey, consumers
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