Abstract
The contemporary market of dairy alternatives offers non-alcohol beverages of plant origin, fermented beverages, tofu, etc. Non-alcohol beverages from germinated beans and peas of Russian varieties are new for Russian consumers. This research featured their prospective market demand, key performance criteria, and market capacity. 
 The research featured functional products based on vegetable dispersion from germinated peas and beans of Russian cultivars, e.g. beverages, ice cream, tofu, bakery products, etc. The experiment involved standard qualitative and quantitative methods of marketing research and physicochemical studies. 
 The market analysis of consumer preferences for dairy alternatives established that 29.1% of the population and 70.9% of non-regular customers consistently consume dairy alternatives. The most common segment of population (91.4%) included women aged 20–50. As for the demand, the research provided a ranked list of consumer requirements; each product was tested for compliance with consumer requirements. The Russian bean and pea cultivars were differentiated according to target use. The developed products proved cheaper than their market analogues. In addition, they meet the safety requirements and have fewer calories and more proteins.
 The new dairy alternatives appeared to have good competitive quality indicators and are likely to have a high market demand.
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