Abstract

Introduction. The market of dietary supplements is actively developing due to the general deterioration of public health and the fact degenerative diseases affect younger population. Functional foods and biologically active additives can prevent and treat various pathological processes. Unlike pharmaceuticals, they provoke neither addiction nor allergic reactions and do not accumulate in the human body. Therefore, consumer interest in dietary supplements is a relevant research issue. The research objective was to conduct marketing research in order to study the current state of the market of dietary supplements. Study objects and methods. This research was based on a systematic approach and abstract-logical, statistical-economic, and graphical methods. Results and discussion. The marketing research made it possible to classify biologically active additives on the pharmaceutical market of Kemerovo (Russia). The market included 45 organizations and 15 brands. A sociological survey of 100 respondents revealed that the younger participants were familiar with the concept of dietary supplements. All respondents monitored the state of their health; however, their attitude to functional food additives was quite neutral. They used supplements for general health promotion and to solve particular problems, e.g. acne. On average, they took one course of administration per year based on medical prescriptions and recommendations of close relatives. The survey identified the most popular brands and producers of dietary supplements in Kemerovo. Most supplements were purchased in pharmacies and specialized stores. Packaging appeared to be the least important factor that affected the consumer behavior. The paper introduces some recommendations on attractive packaging. Conclusion. Biologically active additives replenish the necessary amount of nutrients to maintain health, which makes them a popular product on Kemerovo market. Further study is required, despite the obvious benefits of functional additives.

Keywords

Bacteriocin, marketing, consumer, biologically active additives, health

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