Маркетингові інструменти просування функціональних продуктів харчування (ФПХ)

Abstract

The market development of functional foods is an actual problem in Ukraine. The article proved the growing need for functional nutrition products (FNP), which is caused by imbalances in nutrition in Ukraine, declining of food safety. It grounds the necessity of studying the potential demand and consumer perception of FNP, determination of willing ness to purchase such products with curative properties. The article gives the characteristic for directions of development of innovative technologies of FNP by HDUHT scientists, including the determination of production technology of FNP, enriched with vitamin C; FNP containing Slano kelp and wakame; FNP with heme iron. It also describes the consumer characteristics of "Fruit bar with heme iron", its prophylactic characteristics, defines the competitive advantage over products with heme iron, which are represented in the market. The article noted the need to form a marketing policy of FNP promotion in the market, which involves the selection of appropriate marketing tools. Marketing efforts should target a healthy lifestyle, stimulate the demand for products with curative properties and then - creating demand for "Fruit bar with heme iron". The priority market segments and motives of consumption of "Fruit bar with heme iron" by different segments of customers were deter mined. According to certain segments the article provide the recommendations concerning sales channels and promotion tools of the offered FNP to the market. The author also noted the need to use modern information and communication technologies, including Internet marketing. The necessity of involving and informing the consumer about the therapeutic and prophylactic properties of "Fruit bar with heme iron" and their promotion by professionals with a high level of consumers trust was identified