Assessment of marketing potential of synbiotic products with bioactive plant components

The increase in the intensity of work and the need to maintain health are one of the reasons for the transformation of the structure and characteristics of the needs of the population. These changes cause the active development of food technologies that perform the socio-economic function of providing the population with functional and therapeutic and prophylactic products that ensure health protection. The article presents the results of research on the relationship of potential consumers to new synbiotic products with predictable functional, prebiotic properties and biological activity. The article presents an assessment of the prospects of including the developed bioactive synbiotic products in the recipes of public catering enterprises and giving them functional properties. The main socio-demographic characteristics and preferences of consumers in relation to synbiotic products with compositions of bioactive plant components are revealed. Identified trends in needs, their dualism, dilemma, the reality and challenges of the main drivers relevant for the modern consumer, the expectation of prices, the preferred options for the introduction of bioactive synbiotic foods in formulation of food. The study concludes that it is necessary to take into account in the development of new technologies and reflect in information and advertising materials the identified expectations of consumers with regard to taste, usefulness, safety, convenience and authenticity of new products, including synbiotic with plant biological active components, and their introduction into recipes – a promising direction of development of enterprises of The Nores segment. The results of the study, carried out with a focus on enterprises in the catering sector, seem relevant, since the use of synbiotic products with plant biological components is an expansion of opportunities for food and biotechnology, catering organizations with a justified socio-economic effect.