• Yana Biletska V.N. Karazin Kharkiv National University
  • Vitalina Babenko V.N. Karazin Kharkiv National University
  • Andrii Gusliev V.N. Karazin Kharkiv National University
Keywords: consumption properties, dietary products, product of special destination, marketing studies.


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.


Download data is not yet available.


Tsymbalysta, N. V., Davydenko, N. V. (2008). Stan faktychnoho kharchuvannia naselennia ta alimentarne obumovlena zakhvoriuvanist. Problemy kharchuvannia, 1-2, 32–35.

Zhirkova, E. V., Martirosyan, V. V., Malkina, V. D., Reznikova, L. G. (2017). Primenenie inulinsoderzhashchego syr'ya v tehnologii muchnyh izdeliy. Mezhdunarodniy nauchno-obrazovatel'nyy Forum «Formirovanie otraslevoy innovatsionnoy sredy na osnove razvitiya professional'nyh soobshchestv i samoreguliruemyh organizatsiy APK, pishchevoy promyshlennosti i industrii pitaniya». Moscow: MGUTU, 158–160.

Pro skhvalennia Kontseptsiyi Zahalnoderzhavnoi prohramy «Zdorovia 2020: ukrainskyi vymir». Rozporiadzhennia Kabinetu Ministriv Ukrainy vid 31.10.2011. Available at:

Pro skhvalennia proektu Kontseptsiyi Derzhavnoi naukovo-tekhnichnoi prohramy «Biofortyfikatsiya ta funktsionalni produkty na osnovi roslynnoi syrovyny na 2012–2016 roky». Postanova NAN Ukrainy vid 08.06.2011 No. 189. Available at:

Syrokhman, I. V., Lozova, T. M. (2010). Yakist i bezpechnist zernoboroshnianykh produktiv. Kyiv: Tsentr navch. lyteratury, 184.

Mardar, M. R., Zhyhunov, D. O., Ustenko, I. A. (2015). Designing of a new cereal product in accordance with consumer preferences. Technology Audit and Production Reserves, 2 (6 (22)), 67–72. doi:

Rusanova, S. V., Sablina, E. O., Kovalenko, S. N. (2009). Market research as basic constituent of quality function deployment. Upravlinnia, ekonomika ta zabezpechennia yakosti v farmatsiyi, 6 (8), 51–58.

Маrdar, M. R. (2013). Application of the method of quality functional deployment when developing a new extruded product. Meridian ingineresc, 2, 30–33.

Roccia, P., Ribotta, P. D., Pérez, G. T., León, A. E. (2009). Influence of soy protein on rheological properties and water retention capacity of wheat gluten. LWT - Food Science and Technology, 42 (1), 358–362. doi:

Hymowitz, T. (1970). On the domestication of the soybean. Economic Botany, 24 (4), 408–421. doi:

Nilufer, D., Boyacioglu, D., Vodovotz, Y. (2008). Functionality of Soymilk Powder and Its Components in Fresh Soy Bread. Journal of Food Science, 73 (4), C275–C281. doi:

Makhynko, V., Drobot, V., Golikova, T. (2017). Effect of adding of plant protein isolates to the structural – mechanical properties of the wheat dough. Food and Environment Safety, XVI (2), 117–122.

Makhynko, V., Sazhyna, A., Sokolovska, I. (2018). Products with high nutrient content: classification criteria. Pekar&Kondyter, 2 (14), 38–40.

Dorokhovych, V. V. (2010). Naukove obgruntuvannia tekhnolohiy boroshnianykh kondyterskykh vyrobiv spetsialnoho dietychnoho spozhyvannia. Kyiv, 307.

Mardar, M. R., Kordzaia, N. R. (2013). Medical and biological estimation of bread made from a whole wheat grain with inclusion of root crops. Eastern-European Journal of Enterprise Technologies, 4 (10 (64)), 34–39. Available at:

Do Carmo Barbosa Mendes de Vasconce, M., Bennett, R. N., Rosa, E. A. S., Ferreira-Cardoso, J. V. (2009). Industrial processing effects on chestnut fruits (Castanea sativaMill.). 2. Crude protein, free amino acids and phenolic phytochemicals. International Journal of Food Science & Technology, 44 (12), 2613–2619. doi:

Akao, Y. (2010). Quality Function Deployment (QFD). Integrating customer requirements into product design. Portland, OR: Productivity Press, 239.

Misuno, S., Akao, Y. (2004). QFD. The customer-driven approach to quality planning and deployment. Tokyo: Asian Productivity Organization, 341.

Konopka, I., Tańska, M., Faron, A., Czaplicki, S. (2014). Release of free ferulic acid and changes in antioxidant properties during the wheat and rye bread making process. Food Science and Biotechnology, 23 (3), 831–840. doi:

Ivankiv, O. (2015). Analysis of Service Quality Perception Models on the Basis of Stakeholders Interests Harmonization. Ekonomichnyi chasopys Skhidnoievropeiskoho natsionalnoho universytetu im. Lesi Ukrainky, 1, 24–29.

👁 486
⬇ 396
How to Cite
Biletska, Y., Babenko, V., & Gusliev, A. (2019). MARKETING STUDIES OF CONSUMPTION PREFERENCES AT DEVELOPING DIETARY PRODUCTS. EUREKA: Social and Humanities, (5), 16-21.
Economics, Econometrics and Finance