Abstract
The article presents the results and conclusions of the pâté products market development analysis in Ukraine. Several key trends and directions of development can be identified in the pâté market in Ukraine:– consumers are paying more and more attention to the composition and quality of the product, that is why pâtés made from natural ingredients, without GMOs and preservatives are gaining popularity; more people are choosing plant-based products because of a conscious attitude towards animals and a desire to lead healthy lifestyle, therefore, new pâtés based on vegetable components are appearing on the market; pâté manufacturers offer consumers a variety of flavors and product types, including fish, meat and vegetable pâtés with various additives and seasonings; pâté manufacturers are increasingly paying attention to e-commerce and using social networks to sell their products – this leads to increased competition and lower prices; pâté manufacturers are beginning to pay attention to product packaging, choosing environmentally friendly and renewable materials for its production. Therefore, the market of pâté products in Ukraine is developing in the direction of increasing demand for natural and organic products, expanding the assortment and innovative products. The market analysis made it possible to assess the market capacity and the specifics of the production dynamics of pâté products as a whole.The obtained results of the questionnaire revealed a high commitment of consumers to buy health food products and change their eating habits; the main places of products sale and criteria that should be paid attention to during the innovative product development and promotion. The processing of survey data regarding the greatest value for consumers, which pâté products represent for them, made it possible to reveal the priority of emotional over rational motives of consumer choice. The profile of the target audience and means of promoting pâté enriched with calcium through the use of a protein-mineral additive to the market have been developed. The obtained results can be useful when forming the marketing policy of enterprises operating in the market of meat and meat products in the segment of the healthy food market, as well as for the formation of the marketing complex tools for bringing them to the market.
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