Abstract
Results of marketing studies of consumption motivations and preferences at choosing bread for special dietary consumption are presented. It has been established, that 18 % of questioned give advantage to bread with a decreased amount of carbohydrates; 17 % of respondents consume bread without gluten; 13 % give preference to products, including nutrients; 10 % by iodine-containing bread; 7 % and 6 % of questioned give preference to bread with a content of soya and entersorbents. It has been established, that bread with a content of carotene and lecithin is not widely demanded among respondents as 3 % for each one. Studies of % of preferences by flour types in the bread composition allowed to make conclusions that 19 and 17 % of respondents give preference to corn and buckwheat flour due to a higher content of healthy substances, it is also an important advantage that these flour types don’t contain cellulose complexes, present in the composition of wheat and barley flour, preferred by 14 and 11 % of questioned, respectively. It has been established by the experimental way, that 20 % of questioned persons feel a lack of bread with an increased content of protein at the market. 15, 12 and 10 % of respondents want widening the assortment of bread with an increased content of macroelements, vitamins and microelements. 13 and 10 % of questioned feel a lack at the market in such physiological-functional ingredients as polyunsaturated fatty acids and products of gluten-free flour. 8 % of respondents want to see in the retail network products with a content of dietary fiber and antioxidants. 9 % feel a lack of bread with a content of probiotics, 3 % of oligosaccharides. Based on the obtained results, there have been determined consumption advantages: a modern consumer gives preference to products with the improved content, usual organoleptic parameters, long storage term, low price. He/she is guided by the following criteria at buying bread: food value, caloric value, prophylactic properties.
Highlights
For today in our state the mean life duration of citizens is by 10–12 years lower than in EU
Rice flour is preferred by 7 % of consumers and 5 % of respondents prefer other flour types
Polyunsaturate d fatty acids; 13 %. It has been experimentally established, that 20 % among respondents feel a lack of bread with an increased content of protein and irreplaceable amino acids at the market. 15, 12 and 10 % of respondents want widening the assortment of bread with the increased content of macroelements, vitamins and microelements. 13 and 10 % of questioned feel a lack at the market in such physiological-functional ingredients as polyunsaturated fatty acids and products of gluten-free flour. 8 % of respondents want to see in the retail network products with a content of dietary fiber and antioxidants. 9 % feel a lack of bread with a content of probiotics, 3 % of oligosaccharides
Summary
For today in our state the mean life duration of citizens is by 10–12 years lower than in EU countries [1, 2], at that more than 50 % of the population have not full-value, unbalanced nutrition that favors the development of alimentary and alimentary-dependent diseases [3, 4]. The Cabinet of Ministries of Ukraine accepted the target program “Health-2020: Ukrainian dimension”, which concept is based on the development of high-quality products of mass consumption, with healthy, dietic effect, satisfying needs of consumers with certain diseases. One of rational directions in the development of products for healthy nutrition is to develop products of mass consumption, including bread. It is necessary to start creation of a high-quality product for healthy consumption from conducting marketing studies for revealing consumers’ motivations and preferences. Studies of buyers’ characteristics and revelation of their needs results in developing a product of healthy consumption that is competitive at the market that is satisfies consumers by its consumption properties and economic indices [7, 8]
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
