MAIN BARRIERS TO THE CONSUMPTION OF SAFFRON IN THE RUSSIAN MARKET

UDC 339.13
DOI: 10.36871/ek.up.p.r.2025.06.05.009

Авторы

MAWLODA YOUSUFI,
Federal State Autonomous Educational Institution of Higher Education “Peoples’ Friendship University of Russia named after Patrice Lumumba”

Аннотация

Saffron is one of the most valuable and sought-after spices in the world, known for its distinctive flavor, color, and health benefits. Despite its global demand, saffron remains underutilized in the Russian market. This paper explores the main barriers to the consumption of saffron in Russia from a theoretical perspective. Using literature review, market data, and existing research, the study identifies three primary categories of obstacles: economic, cultural, and regulatory.
Economic barriers include the limited market size, high retail prices, import dependence, and logistical costs. The Russian market currently imports only 300–600 kg of saffron annually, primarily from Iran, Spain, and the UAE. Due to high prices (often exceeding $10 per gram), saffron is perceived as a luxury product, and this restricts its accessibility for the average Russian consumer.
Cultural barriers are also significant. Saffron is not traditionally used in Russian cuisine, and awareness about its culinary and medicinal applications is limited. As a result, consumer demand remains low, which in turn discourages retailers and distributors from investing in this segment.
Regulatory and trade-related obstacles include import tariffs, complex customs procedures, and lack of clear quality standards or labeling requirements for saffron products in Russia. These factors increase costs and reduce competitiveness in comparison with more familiar spices.
The paper concludes with recommendations to overcome these barriers, including consumer education, targeted marketing strategies, support for local packaging and branding, and possible integration of saffron into the health and wellness sector in Russia. Increasing awareness of the product’s benefits and expanding its use beyond culinary applications can help unlock the potential of the Russian market.
This study contributes to the theoretical understanding of niche market challenges and can be used by exporters, marketing professionals, and policymakers interested in promoting saffron in nontraditional markets such as Russia.

Ключевые слова

saffron Market, Consumer Awareness, Cultural Barriers, Economic Constraints and Marketing Strategies