Abstract
Nutrition is one of the main determinants of human health. Functional foods can help reduce the risk of disease. The development of new types of functional food concentrates, which will be competitive both in the domestic and foreign markets, should be based on consumer preferences. The article presents a marketing research of consumer preferences for functional food concentrates. The research was carried out in the form of a sociological survey. The target audience was determined, the issues of «healthy nutrition» and the reasons for refusing to use food concentrates for functional purposes were considered. The most significant criteria for choosing functional products were established: «usefulness» — 18.33 %, «safety» — 16.72 %, «taste» — 15.56 %. Taking into account the results obtained, a line of food concentrates enriched with linseed fiber, which is a source of omega-3 PUFA, has been developed.
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