Herodietetic products: consumer expectations and preferences
Keywords:portrait of the target audience, needs and preferences of consumers, special gerodietetic food products, representatives of older age groups
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.
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