Despite the non-attractable myths about “dry” soups and noodles, formed in the minds of the Russians at the dawn of the formation of the fast food’s market, now this market has a huge potential for the development. The manufacturers are strongly changing a consumer’s attitude to their product, improving its quality constantly and introducing the innovative technologies.

About how the “instantaneous” courses are becoming more and more expensive and natural read in the article “The rough-and-ready” in the January issue of the magazine “Food Promotion. Prod & Prod”. According to researches of the leading experts, the capacity of the global fast food market has overcome the mark of 50 billion dollars long ago, and this index number has come close to the line at $1.5 billion in Russia. And even despite some slowdown of rate of growth, the domestic sector of the “quick” mashes and soup remains one of the most dynamic and attractive.

However, there is still no a clear answer to the question of what is considered to be the fast food. It is explained by rather large range of the final data, presented in this or that studies. The author of the article is recommending to classify fast food on the "the traditional" ("dry" soups, noodles, cereals, porridge, mashed potatoes, etc.) and “the innovative” (fresh courses and other non-traditional recipes.) The dry dehydrated traditional fast food takes up over 85% of the market. At the same time the undoubted dominant of the sales is “instantaneous” noodle in the middle and lower price brackets. This sector has developed quite a long time. It has a very clear structure and a certain circle of the players. On the other hand, one could argue that the potential of the traditional fast food (at least as regards noodles and vermicelli) is far from exhausted. About this fact says the following information: over 70% of Russians (and in large cities – a little more than 55%) use fast food macaroni products in their daily diet. So, the prospects for this commodity group are not fully exhausted. Despite the entry into the market off the new flavors and recipes, 70% of the Russians still prefer noodles and vermicelli with chicken flavor. Further there are (in descending order) beef, mushrooms, seafood and pork flavor. Meanwhile the specialists say quite clearly discernible redistribution of the consumers’ preferences in favor of the products of mid-range segment.

The instant soups (for instance, the trademarks: “Maggie”, "Knorr” and “Galina Blanca”) that were recently high popular, today have a negative dynamic. It can be said for certain that this market has reached a stage of saturation and has found the specific target audience. First of all, these are office men, warehouse and production workers and employees of the retail businesses.

Quick-cooking oatmeal is the third largest segment of the market. Here, the undisputed leader is the company “Bistrov” which is controlling over 40% of the area thanks to an optimum ratio of the parameters “the price - the quality". The Russians have a fairly strong opinion that the cereals for a breakfast – it is useful, tasty and nutrient. That is why the main target audience of the market is the young mothers and the retired employees.

The mashed potatoes, joint ratio of which, reach hardly 7-8% in the reach areas even, has much smaller market share of market of the fast food. What is the reason of such attitude of the consumers to this product - in the article “The rough-and-ready”.

There are several myths among the Russians consumers the about the traditional fast food, especially if it is about the most democratic priced goods. One of these stereotypes says that the fast food is made from the “unclear” ingredients. This statement was partly true at the dawn of the formation of this market segment in Russia. Bouillon cubes, consisting at 30% from the sodium-glutamate, and at 30% - from the food additives, dyes, preservatives and other "E" were absolutely normal for that time. However, the situation changed greatly when the market had become to develop. First of all, there was not such a task before the products of the fast food as to enrich organism with nutrients and vitamins. First of all, they were designed for rapid, inexpensive and comfortable appeasement in confined spaces, and with this task, due to their high content of the carbohydrates, very low price and convenient packaging, they get through successfully. Second, the leading companies are constantly working to improve their products, using the natural ingredients increasingly. Thirdly, the entirely new fast food - so-called “fresh” soups, the second courses, and so on, which have to be just heated, have appeared the market. Their mix, as a rule, includes the natural ingredients only as close to the “home” recipe.

What other slow down factors, except the myths and stereotypes, put back the industry and what are the prospects of the market of the fast food – read in the magazine “Food Promotion. Prod & Prod”.