Assessment of the marketing and innovative potential of synbiotic products with herbal biocorrector

Service and restaurant business department, Voronezh State University of Engineering Technologies, Voronezh, Russian Federation

^* Corresponding author: rodionovast@mail.ru

Abstract

The article presents the results of studies of the relationship of potential consumers to new synbiotic products with predictably formed functional, prebiotic properties and biological activity. The assessment of the prospects of including the developed bioactive synbiotic products in the recipes of dishes of public catering enterprises and giving them functional properties is given. The main socio-demographic characteristics and preferences of consumers in relation to synbiotic products with compositions of bioactive plant components have been identified. The trends of needs change, their duality, dilemmas, reality and problems of the main drivers relevant to the modern consumer, price expectations, preferred options for introducing bioactive synbiotic products into the diet are revealed. The study allows us to draw a conclusion about the need to take into account when developing new technologies and reflect in the information and advertising materials the identified consumer expectations regarding the taste, usefulness, safety, convenience and authenticity of new products, including synbiotic with plant-based biological active components, and their Introduction into food recipes is a promising direction for the development of enterprises of the HoReCa segment. The results of the study, carried out with a focus on enterprises in the public catering sector, seem relevant, since the use of synbiotic products with herbal biological components is an expansion of opportunities for food and bio-technologies, public catering organizations with justified socio-economic effect.