Comparative Analysis of Functional Foods Available in Linella and Kaufland Retail Stores in the Republic of Moldova

Abstract

In the current economic context, the consumer's interest in healthy nutrition has led to a significant increase in the demand for functional foods. These products are essential as they provide health benefits beyond basic nutrition. The purpose of this research is to conduct a comparative analysis of the availability, diversity, and pricing of functional foods within two distinct retail models in the Republic of Moldova: Linella, as a leading local (domestic) retailer, and Kaufland, representing a major international chain of German origin. The research methods used include direct observation at the shelf and the comparative method, focusing on product categories such as probiotics, fortified cereals, and low-sugar functional beverages. The most relevant results indicate significant differences in product assortment and brand positioning; while the domestic retailer promotes more local functional brands, the international chain offers a wider range of global products. This study provides a framework for understanding the accessibility and market penetration of health-promoting foods in the local Moldovan market. CZU: 339.37:664(478); JEL: L66, M31, Q18