ANALYSIS OF COMPETITIVE ADVANTAGES OF FUNCTIONAL FLOUR PASTRY PRODUCTS

doi: 10.25712/ASTU.2072-8921.2021.03.020

Abstract

Introduction. The paper presents the results of assessing the competitive advantages of a functional flour confectionery product enriched with a vitamin-mineral premix. The introduction of new formulations and technologies for functional fortified food products, providing additional intake of vitamins and minerals in the human body, is a modern vector for the implementation of the concept of healthy nutrition for the population of the Russian Federation. An important role in promoting a new product on the consumer market, along with quality, safety and proven functional orientation, has a competitive potential that reflects the key properties of the product.

Objects and research methods. The objects of research in the comparative assessment of competitive advantages were samples of unfortified oatmeal cookies, a developed oat fortified product, and a commercial analogue - fortified sugar cookies. Competitive advantages were determined by constructing a competitiveness polygon in terms of product characteristics: labeling information content, organoleptic quality indicators, product functional orientation, shelf life, standardization, patent protection.

Results and its discussion. The analysis of the evaluation results established that the competitive advantages of the developed fortified oatmeal cookies are superior to traditional products in terms of functional efficiency, information saturation, and patent protection. The commercial analogue is also inferior to the developed product in terms of information content, standardization and patent protection.

Conclusions. Higher criteria have a positive effect on the competitive advantages of the product and will allow the enterprise to expand the range of products and conquer a certain segment of the regional market for enriched functional flour products.