Özet:

Results of marketing studies of consumption motivations and preferences at choosing bread for special dietary consumption are presented. It has been established, that 18 % of questioned give advantage to bread with a decreased amount of carbohydrates; 17 % of respondents consume bread without gluten; 13 % give preference to products, including nutrients; 10 % by iodine-containing bread; 7 % and 6 % of questioned give preference to bread with a content of soya and entersorbents. It has been established, that bread with a content of carotene and lecithin is not widely demanded among respondents as 3 % for each one. Studies of % of preferences by flour types in the bread composition allowed to make conclusions that 19 and 17 % of respondents give preference to corn and buckwheat flour due to a higher content of healthy substances, it is also an important advantage that these flour types don’t contain cellulose complexes, present in the composition of wheat and barley flour, preferred by 14 and 11 % of questioned, respectively. It has been established by the experimental way, that 20 % of questioned persons feel a lack of bread with an increased content of protein at the market. 15, 12 and 10 % of respondents want widening the assortment of bread with an increased content of macroelements, vitamins and microelements. 13 and 10 % of questioned feel a lack at the market in such physiological-functional ingredients as polyunsaturated fatty acids and products of gluten-free flour. 8 % of respondents want to see in the retail network products with a content of dietary fiber and antioxidants. 9 % feel a lack of bread with a content of probiotics, 3 % of oligosaccharides. Based on the obtained results, there have been determined consumption advantages: a modern consumer gives preference to products with the improved content, usual organoleptic parameters, long storage term, low price. He/she is guided by the following criteria at buying bread: food value, caloric value, prophylactic properties.

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