Herodietetic products: consumer expectations and preferences





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.

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


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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