Analyzing Current Approaches to Managing Fruit and Vegetable Category on Russian Market

Present day Russian market of fruit and vegetables is undergoing transformation envisaged by import substitution, growth in in-country production and changes in customer preferences towards healthy diet. The article analyzes key trends, including extended product range at the expense of exotic items, development of online-sales and increase in the share of private brands. The authors study principle participants (agro-holdings, processors, retail sellers), their strategies, including technological modernization and niche specialization, as well as features of customer behavior and product range management. The research relies on Rosstat information, branch reports (BusinessStat, AnalyticResearchGroup) and expert estimations confirming sustainable growth of market by 8% in 2022–2025. Research findings can be used by market participants to strengthen competitive positions in conditions of growing impact of online-retail and own trade mark.