{"id":3531,"date":"2021-01-30T22:58:40","date_gmt":"2021-01-30T20:58:40","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3531"},"modified":"2021-05-14T12:35:22","modified_gmt":"2021-05-14T09:35:22","slug":"%d0%bc%d0%b0%d1%80%d0%ba%d0%b5%d1%82%d0%b8%d0%bd%d0%b3%d0%be%d0%b2%d1%96-%d0%bf%d0%b5%d1%80%d1%81%d0%bf%d0%b5%d0%ba%d1%82%d0%b8%d0%b2%d0%b8-%d1%80%d0%be%d0%b7%d0%b2%d0%b8%d1%82%d0%ba%d1%83-%d1%80","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3531","title":{"rendered":"\u041c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u043f\u0435\u0440\u0441\u043f\u0435\u043a\u0442\u0438\u0432\u0438 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0440\u0438\u043d\u043a\u0443 \u0434\u0456\u0454\u0442\u0438\u0447\u043d\u0438\u0445 \u043a\u043e\u043d\u0434\u0438\u0442\u0435\u0440\u0441\u044c\u043a\u0438\u0445 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0456\u0432"},"content":{"rendered":"

<\/p>\n

\u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0406 \u041f\u0415\u0420\u0421\u041f\u0415\u041a\u0422\u0418\u0412\u0418 \u0420\u041e\u0417\u0412\u0418\u0422\u041a\u0423 \u0420\u0418\u041d\u041a\u0423 \u0414\u0406\u0404\u0422\u0418\u0427\u041d\u0418\u0425 \u041a\u041e\u041d\u0414\u0418\u0422\u0415\u0420\u0421\u042c\u041a\u0418\u0425 \u041f\u0420\u041e\u0414\u0423\u041a\u0422\u0406\u0412<\/p>\n

MARKETING PERSPECTIVES OF DIETARY CONFECTIONERY MARKET<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 184-188. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0421\u0410\u0412\u0418\u0426\u042c\u041a\u0410 \u041d. \u041b., \u0422\u0410\u0420\u0410\u0421\u041e\u0412 \u0406. \u042e., \u041f\u0420\u042f\u0414\u041a\u041e \u041e. \u041c.
\n\u0425\u0430\u0440\u043a\u0456\u0432\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0445\u0430\u0440\u0447\u0443\u0432\u0430\u043d\u043d\u044f \u0442\u0430 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u0456<\/p>\n

SAVYTSKA N., TARASOV I., PRIADKO O.
\nKharkiv State University of Food Technology and Trade<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-33<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 17.09.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 04.11.2020<\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0440\u0438\u043d\u043e\u043a, \u0434\u0456\u0454\u0442\u0438\u0447\u043d\u0438\u0439 \u0437\u0435\u0444\u0456\u0440, \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0446\u0456\u044f, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u043f\u0435\u0440\u0441\u043f\u0435\u043a\u0442\u0438\u0432\u0438, \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0430 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

The current state and development trends of the domestic market of dietary confectionery products are considered. The article presents an analysis of scientific works on the study of food consumer behavior in the Ukrainian market, the issue of adjusting consumer choice towards the choice of healthy food as a means of combating obesity. The peculiarities of innovative marketing activity in the market of healthy food products are investigated. Marketing prospects of development of the market of diabetic products on the example of the marshmallow market are established.\u00a0 There are significant prospects for its potential growth due to potential demand and a low level of competition, which is carried out mainly between the two main producers. The main sales channels of the product are identified: network retail enterprises (supermarkets and specialized confectioneries), as well as marketplaces and own online stores. Segments of dietary marshmallow consumers are also identified, which are divided into two key sub-segments: people with diabetes (and other endocrine diseases) and women who promote a healthy and active lifestyle. The range of the market of diabetic products on the example of the marshmallow market is considered.
\nDuring September-October 2020, a mixed survey of 432 people was conducted by questionnaires and interviews in specialized institutions (endocrinology hospitals, dispensaries, clinics) in Kharkiv and in relevant groups of the social network Facebook to determine consumer preferences and intensity of dietary marshmallow purchases. The consumer profile of the sample is formed by persons aged 18 to 70 who live in Kharkiv and suffer from diabetes or are at risk (obesity, high blood glucose, etc.). Respondents’ responses were grouped by age, gender, income level and occupation. According to the results of the survey, the vast majority of respondents (77.4%) consider it necessary to expand the range of dietary marshmallows in retail chains. Among those who are ready for new innovations in the market, it was found that they consider it necessary to expand other positions of dietary confectionery – candy, chocolate, flour products and more. The necessity to expand the range of the studied group of goods as a result of significant interest of potential consumers and ensuring the affordability of products are established. Measures necessary to improve the supply of special purpose products to patients with diabetes are presented.
\nKeywords:<\/strong>\u00a0market, dietary marshmallow, competition, marketing prospects, consumer behavior.<\/p>\n

References<\/strong><\/p>\n

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