Functional products as a means of improving the assortment policy of trading enterprises

Abstract

The purpose of the study is to determine current trends in the functional products market and develop a new type of functional ice cream using non-traditional raw materials that combine high organoleptic characteristics with increased biological value as a means of improving the assortment policy of trading enterprises.

Methods. The study used general and special methods. Analysis and synthesis - in the process of processing literary sources. Determination of factors of the development of the functional food market was carried out using the SWOT analysis method. The ice cream recipe was experimentally developed, the optimal concentrations of components were determined. Sensory research methods and scoring were used to determine the main organoleptic indicators of ice cream quality. The graphical method - for visualization and analysis of trends, market volume dynamics, display of the profilogram of the organoleptic properties of ice cream.

Results. The study confirmed the growth of interest in functional food products caused by trends in improving the quality of life, disease prevention and increasing consumer awareness of the benefits of a balanced diet. Analysis of the global functional products market showed significant growth in the dairy segment, which remains the leader, as well as growing demand for convenient and innovative solutions, such as ice cream and beverages. The largest regional market remains the Asia-Pacific region, but Europe and North America also demonstrate active development due to growing awareness of healthy eating. The Ukrainian market, despite the challenges of the war, has the potential for growth due to increased interest in a healthy lifestyle and the need to support the population in conditions of constant stress.

The developed ice cream recipe uses spinach as a source of vitamins, minerals and other biologically active components. Ice cream has a balanced composition, lower sugar content and improved functional properties. Consumption of such a product helps strengthen immunity, normalize metabolism and maintain bone health.

Conclusions. The new product "Greenice" meets modern trends in the functional products market, combining innovation, high biological value and attractive organoleptic properties. The introduction of such solutions to the market will contribute to expanding the range of functional products, meeting consumer demand and supporting a healthy lifestyle, especially in the face of modern challenges.