BREAD CHOICE AND CONSUMPTION TRENDS

The consumption of bread per capita has been declining in Latvia for several decades. What could change the consumption behaviour of residents to increase the consumption of bread? The research aim is to identify trends in the choice and consumption of bread by consumers in Latvia. To achieve the aim, two specific research tasks were set: to identify the trends in the consumption of bread and to ascertain the opinion of Latvia's residents on determining factors in their choice of bread. An Internet survey of Latvia's residents on bread quality and consumer choice was conducted in November 2016. The survey involved 919 respondents aged 15-74. The main results showed that the consumption of bread declined, yet a stabilisation trend emerged. The reasons for the consumer choice, which were related to the quality and price of bread as well as the confidence and behaviour of consumers, were diverse for different kinds of bread. In choosing wheat bread, the determinant factor was price, while the choice of rye bread was determined by previous experience, i.e. the producer of the bread consumed. Consumers believed that an increase in bread consumption could be achieved by producing tastier breads.