Marina Petrova said that today the dairy industry is changing a number of factors, including: network operators who develop their own sites and have become a brand in the minds of the buyers and direct competitors for manufacturers; allow imports even in conditions of partial openness of borders to foreign suppliers compete with domestic producers at the expense of quality and affordable dairy products, which remains unmet demand; and vertical integration of large agricultural holdings.

Changes occur in the consumer environment: customers prefer healthy, natural, safe and easy to use products, they also seek authenticity and individuality and often eat outside the home. The orientation of these preferences should be a priority for manufacturers, because they are the ultimate consumers of the products and for optimal satisfaction of their requirements are ready to pay more.

"Manufacturing products that meet consumers' requirements is what can make the business sustainable and profitable, - said Marina Petrova. You have to learn to understand your customer to know what he lives, where he makes the purchase than when it is guided, and most importantly – what are the requirements to the product it makes".

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