Нова збита десертна продукція: маркетинговий погляд на споживчий аспект.

Abstract

The article analyzes, systematizes and summarizes scientific works of scholars with consideration of the issues related to the study of theoretical-methodological and applied aspects of promoting new innovative food products to the market. The article is aimed at studying the prospects of promoting to the regional market of restaurant enterprises a new whipped dessert, of the type of sambuc, with the addition of a modern additive «Nutrio-gem», which exhibits a wide range of effects: antioxidant, sorption, bacteriostatic, complex-forming, emulsifying, moisture-containing, moisture-binding, stabilizing, structural-forming properties. It is substantiated that in the context of the consequences of both the global pandemic and the hostilities in Ukraine, the issue of healthy and healing nutrition as a means of maintaining immunity and increasing the ability of the human body to withstand the negative impact of the environment becomes topical. To identify the potential demand for an innovative product and its possible perception by potential consumers, a marketing study was conducted in the form of a survey of respondents using the Google Forms platform. The goal was: to study the needs of buyers; carry out an analysis of compliance of product characteristics with the relevant requirements; selection of market segments for a new dish. In order to implement this work, a questionnaire was developed, consisting of interrelated, posed in a logical sequence questions. The sample size was 303 people. The time frame of the study: November – December 2021. The carried out work allowed to develop recommendations for bringing these products to the regional market and substantiate its market and consumer relevance in the current conditions.