Assessment of the marketing and innovative potential of synbiotic products with herbal biocorrector

Natalya Rodionova,Irina Shchetilina,Marina Manukowskaya,Alexander Rodionov,Mariya Rusanova,Tatyana Razinkova,I Spichak,O Lebedeva

doi:10.1051/bioconf/20213001016

Natalya Rodionova, Irina Shchetilina + Show 6 more

Open Access

https://doi.org/10.1051/bioconf/20213001016

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Abstract

The article presents the results of studies of the relationship of potential consumers to new synbiotic products with predictably formed functional, prebiotic properties and biological activity. The assessment of the prospects of including the developed bioactive synbiotic products in the recipes of dishes of public catering enterprises and giving them functional properties is given. The main socio-demographic characteristics and preferences of consumers in relation to synbiotic products with compositions of bioactive plant components have been identified. The trends of needs change, their duality, dilemmas, reality and problems of the main drivers relevant to the modern consumer, price expectations, preferred options for introducing bioactive synbiotic products into the diet are revealed. The study allows us to draw a conclusion about the need to take into account when developing new technologies and reflect in the information and advertising materials the identified consumer expectations regarding the taste, usefulness, safety, convenience and authenticity of new products, including synbiotic with plant-based biological active components, and their Introduction into food recipes is a promising direction for the development of enterprises of the HoReCa segment. The results of the study, carried out with a focus on enterprises in the public catering sector, seem relevant, since the use of synbiotic products with herbal biological components is an expansion of opportunities for food and bio-technologies, public catering organizations with justified socio-economic effect.

Highlights

In a service economy, an important step in creating a new functional product and launching it on the market is to predict its marketing potential and relevance
It is necessary to assess the potential demand and identify the portrait of the target group of consumers, which is the result of marketing research [1]
When concretizing the useful properties of the new synbiotic products, the respondents were listed the positive effects of their use (Figure 3)

Summary

Introduction

An important step in creating a new functional product and launching it on the market is to predict its marketing potential and relevance. It is necessary to assess the potential demand and identify the portrait of the target group of consumers, which is the result of marketing research [1]

Experimental

Results and discussion

Conclusion