Abstract
The increase in the intensity of work and the need to maintain health are one of the reasons for the transformation of the structure and characteristics of the needs of the population. These changes cause the active development of food technologies that perform the socio-economic function of providing the population with functional and therapeutic and prophylactic products that ensure health protection. The article presents the results of research on the relationship of potential consumers to new synbiotic products with predictable functional, prebiotic properties and biological activity. The article presents an assessment of the prospects of including the developed bioactive synbiotic products in the recipes of public catering enterprises and giving them functional properties. The main socio-demographic characteristics and preferences of consumers in relation to synbiotic products with compositions of bioactive plant components are revealed. Identified trends in needs, their dualism, dilemma, the reality and challenges of the main drivers relevant for the modern consumer, the expectation of prices, the preferred options for the introduction of bioactive synbiotic foods in formulation of food. The study concludes that it is necessary to take into account in the development of new technologies and reflect in information and advertising materials the identified expectations of consumers with regard to taste, usefulness, safety, convenience and authenticity of new products, including synbiotic with plant biological active components, and their introduction into recipes – a promising direction of development of enterprises of The Nores segment. The results of the study, carried out with a focus on enterprises in the catering sector, seem relevant, since the use of synbiotic products with plant biological components is an expansion of opportunities for food and biotechnology, catering organizations with a justified socio-economic effect.
Highlights
Однозначно важное значение имеет безопасность продукта (100% положительных ответов), от 80 до 100% респондентов отметили важность вкуса продукта, его полезности, стоимости, удобство потребления, аутентичность
A healthy diet requires a lot of time and effort
Useful products are rich in nutrients and contain no preservatives, they are difficult to store, they may not be safe to store
Summary
Маркетинговые исследования проводили методом опроса, который дает возможность получения информации как о текущем состоянии объекта исследования, так и о тенденциях и намерениях в перспективе. В ходе маркетинговых исследований были сформулированы и реализованы следующие задачи: конкретизация отношения потенциальных потребителей к синбиотическим продуктам для здорового питания, содержащим растительные биологически активные композиции; оценка перспективности включения разработанных продуктов рецептуры блюд для предприятий общественного питания и придания им функциональных свойств; выявление основных социально-демографических характеристик и предпочтений целевой группы в отношении синбиотических продуктов с композициями биоактивных растительных компонентов (КБРК); построение модели формирования цены на синбиотические продукты с КБРК и блюда с их использованием [2, 3]. Для реализации сформулированных задач была определена генеральная совокупность жителей Воронежа и области. В качестве критериев формирования данной совокупности были определены социальный статус, половозрастные характеристики, семейное и материальное положение
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