ANALYSIS OF THE MARKETING POTENTIAL OF ENRICHED FOOD PRODUCTS FOR PREGNANT WOMEN

Abstract

The article presents the results of the analysis of the marketing potential of fortified food products for the nutrition of women during breastfeeding and pregnancy. Catering for pregnant women is one of the important conditions for the normal pregnancy, stable functioning of the organs and systems of a woman during this difficult period and the birth of a healthy baby. There is a deficiency of a wide range of nutrients in pregnant and lactating women in various regions of Russia, so this problem solution can be considered a very promising direction in the state food industry.In the course of marketing research, a simultaneous cross-sectional study has been carried out, the possibility of using a food enrichment system from domestic raw materials of deep processing to produce an assortment of functional pastes has been assessed. The demand for the developed product line of products in the market has been studied and a target audience has been revealed.The calculations of the optimal price level for fortified products for the therapeutic and prophylactic nutrition of pregnant women are presented, the range of retail prices per unit of finished product has been determined. The potential market capacity has been estimated, the values obtained in answering the questions of marketing research have been taken as an assumption. The results obtained indicate that the increase in the price of developed finished products compared to traditional don’t not go beyond the purchasing power of the target audience. At the same time, the proposed product line of pastes with a therapeutic and prophylactic orientation will make it possible to correct violations of female homeostasis during pregnancy and breastfeeding

Keywords

• specialty food products
• pregnant women
• breastfeeding
• pastes
• raw meat and by-products
• marketing potential