Abstract
The market for healthy food and dietary supplements has recently shown a highly active positive trend, and in the face of growing competition, product promotion and its communicative component become especially important. The paper studies the specifics of activities in the field of marketing and advertising in the market of biologically active additives. The purpose of the author’s research is to study the features of promoting supplements on the market, the role of positioning as a tool for promoting a product, as well as analyzing consumer behavior and the main factors of target audience segmentation. Based on the results of the study, through analysis, comparison and systematization, the main methods of positioning goods in the selected market segment were identified and their effectiveness was considered, as well as the general characteristics of the market, its target audience, and tools for promoting goods.
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