Marketing potential of combined meat-plant food products as innovative consumer objects

Abstract

For the growth of the consumer potential of the food market, an active search for innovative ways and means of development, taking into account various sources of innovative opportunities, is necessary. The analysis shows that consumers of products of agro-industrial enterprises, catering and trade enterprises are an important, but insufficiently studied element in the system of generating samples, or ideas, innovative consumer objects. The purpose of the work is to study consumer trends, features of segmentation in the customer typology and customer feedback elements, as sources of innovation in the external environment of various enterprises and organizations for the production of food based on the processing of meat raw materials. The object of the research was the regional market of meat products of the Central Black Soil Region on the example of the city of Voronezh and the city of Liski, Voronezh Region. The subject of research was the direction of improving the range of meat and meat-plant products, corresponding to the innovative scenario of the development of their market. The analysis of consumer preferences and motivations of the population of the Central Black Earth region (for example, the city of Voronezh and the city of Liski, Voronezh region) in relation to the combined meat and vegetable products was carried out and their potential as innovative consumer objects was evaluated. The article implements a questionnaire survey method in relation to the psychological perception of protein foods from consumers, including middle and mature age. The survey revealed data on the popularity of types of meat products, the frequency of their consumption, priority properties for the consumer, storage modes. The expediency of increasing the nutritional and biological value and the formation of consumer properties of combined meat products based on the hedonic preferences of consumer groups has been substantiated. Directions for improving the range of products for processing meat raw materials will be an organic addition to the cluster for the production and processing of specialized breeds of beef cattle, pork, and poultry meat in the Voronezh region and the Central Black Earth region as a whole.