Herodietetic products: consumer expectations and preferences

Authors

DOI:

https://doi.org/10.31617/2.2023(45)04

Keywords:

portrait of the target audience, needs and preferences of consumers, special gerodietetic food products, representatives of older age groups

Abstract

Introduction. For ensuring the proper com­petitiveness of offered products and choosing an effective strategy for their market supply and sales, it is necessary to use marketing research of the selected market segment, modern methods and approaches. It will make possible to analyze the specifics of consumer expectations, requests and interests, to create an appropriate basis for forming a set of measures aimed at increasing the level of demand.

Problem. One of the categories of special food products presented on the market nowadays are special functionally directed products for enteral nutrition of persons of older age groups. At the same time, their assortment on the domestic market is extremely limited. To deve­lop new products of this group, it is necessary to analyze information about the specifics and features of the needs and preferences of their tar­get consumer group.

The aim of the work is to study consumer expectations and preferences regarding enteral nutrition products for gerodietetic purpose, their features and specifics.

Methods. General scientific and special sur­vey methods were used. It was carried out using a specially developed Google form, statistical processing and analysis of the received data using Microsoft Power BI software, their compa­rison, generalization, formulation of conclu­sions.

Results. Based on the analysis of the results of the survey of representatives of older age groups regarding their needs and preferences, the portrait of this target audience of consumers, the most common diseases, in particular type II dia­betes, nutritional features, the level of awareness of special food products, consumer expectations regarding taste characteristics, forms of produc­tion, packaging were examined.

Conclusions. The consumer expectations and preferences of the target audience of repre­sentatives of older age groups were determined, in particular, their features regarding products for enteral nutrition, wishes regarding their func­tional orientation, organoleptic properties, form of production and packaging, optimal quantity for one-time consumption, including varieties, additionally enriched with oxygen, properties, the consumers’ preferences for consumption.

Author Biographies

Nataliia PRYTULSKA, State University of Trade and Economics

Doctor of Technical Sciences, Professor, First Vice-Rector for Scientific and Pedagogical Work

Dmytro ANTIUSHKO, State University of Trade and Economics

PhD (Technical Sciences), Associate Professor, Associate Professor of the Department of Commodity Science, Safety and Quality Management

Vitalii LAZORENKO , State University of Trade and Economics

PhD (Economics), Senior Lecturer of the Department of Digital Economy and System Analysis

References

Krauze, O. I. Marketyngovi tehnologii’ doslidzhennja popytu ta upodoban’ spozhyvachiv [Marketing technologies of consumer demand and preferences research]. https://core.ac.uk/download/pdf/60811636.pdf [in Ukrainian].

Global health and aging. World Health Organization. https://www.nia.nih.gov/sites/default/files/2017-06/global_health_aging.pdf [in English].

World Population Ageing 2019. Highlights. United Nations Organization. Department of economic and social affairs population division. https://www.un.org/en/development/desa/population/publications/pdf/ageing/WorldPopulationAgeing2019-Highlights.pdf [in English].

Rozpodil postijnogo naselennja Ukrai’ny za stattju ta vikom na 1 sichnja 2021 roku [Distribution of the permanent population of Ukraine by gender and age as of January 1, 2021]. http://www.ukrstat.gov.ua/druk/publicat/kat_u/2021/zb/06/zb_rpn21_ue.pdf [in Ukrainian].

Pro osnovni pryncypy ta vymogy do bezpechnosti ta jakosti harchovyh produktiv: Zakon Ukrai’ny v redakcii’ № 2809-IV vid 06.09.2005 [On the basic principles and requirements for the safety and quality of food products: Law of Ukraine as amended № 2809-IV dated 06.09.2005]. zakon.rada.gov.ua. https://zakon.rada.gov.ua/laws/show/771/97-%D0%B2%D1%80#Text [in Ukrainian].

Enteral Feeding Devices Market – Growth, Trends, Covid-19 Impact, and Forecasts (2022–2027). https://www.researchandmarkets.com/reports/4520160/enteral-feeding-devices-market-growth-trends [in English].

Antiushko, D. (2021). The elements composition of gerodietetic product for enteral nutrition. Mizhnarodnyj naukovo-praktychnyj zhurnal "Tovary i rynky" – International Scientific and Practical Journal "Commodities and Markets", 2 (38), 63-69. https://doi.org/10.31617/tr.knute.2021(38)06 [in English].

Byrne, D. (2020). Consumer Preference and Acceptance of Food Products. Basel. MDPI [in English].

Topolska, K., Florkiewicz, A., & Filipiak-Florkiewicz, A. (2021). Functional Food – Consumer Motivations and Expectations. Int. J. Environ. Res. Public Health, 18, 5327 [in English].

Martinho, V. (2020). Food marketing as a special ingredient in consumer choices: the main insights from existing literature. Foods, 9 (11), 1651 [in English].

Matthew, N. O., Tolulope, J. A., & Sarhan, M. M. (2019). Food Marketing: A Primer. International Journal of Trend in Scientific Research and Development. (Vol. 3). (Issue 4), (pp. 131-133) [in English].

Doley, J. (2022). Enteral Nutrition Overview. Nutrients, 14 (11), 2180 [in English].

Zjan’ko, V. V. Social’ni aspekty strategii’ upravlinnja innovacijnoju dijal’nistju [Social aspects of the strategy of managing the innovative activities]. https://fk.vntu.edu.ua/images/documents/kny_zb_08.pdf [in Ukrainian].

Sokolova, L. V. Teoretychno-praktychni aspekty marketyngovogo doslidzhennja spozhyvchyh perevag na produktovomu rynku [Theoretical and practical aspects of marketing research of consumer preferences in the food market]. https://openarchive.nure.ua/server/api/core/bitstreams/276a167d-109f-4e44-993a-61b941d0bda1/content [in Ukrainian].

Bazherina, K. V., Chernenko, O. V., & Afanas’jeva, K. O. Zmina spozhyvchoi’ povedinky ukrai’nciv v umovah kryzy [Change in consumer behavior of Ukrainians in the crisis]. http://www.economy.nayka.com.ua/pdf/4_2018/64.pdf [in Ukrainian].

Letunovs’ka, N. Je., & Sygyda, L. O. (2019). Marketyngovi doslidzhennja jak instrument vyznachennja strategichnyh naprjamiv innovacijnogo rozvytku promyslovogo pidpryjemstva u sferi tovarnoi’ polityky [Marketing research as a tool for determining the strategic directions of innovative development of an industrial enterprise in the field of commodity policy]. Biznes-inform – Business-Inform, 4, 97-105 [in Ukrainian].

Published

2023-03-23

How to Cite

PRYTULSKA Н. ., ANTIUSHKO Д. ., & LAZORENKO В. . (2023). Herodietetic products: consumer expectations and preferences. NTERNATIONAL CIENTIFIC-RACTICAL OURNAL OMMODITIES ND ARKETS, 45(1), 41–53. https://doi.org/10.31617/2.2023(45)04

Issue

Section

QUALITY AND SAFETY MANAGEMENT