INVESTIGATION OF THE COMPETITIVENESS AND RETAIL OF BIOLOGICALLY ACTIVE ADDITIVES BASED ON PROBIOTIC MICROORGANISMS
Analysis of the market of Ulan-Ude showed that the range of probiotic dietary supplements (BAA), implemented in the specialized network of the city is very narrow. Evaluation of the quality of these drugs showed that some samples have inconsistencies, mainly on labeling. It was found that the content of viable cells BAA "concentrate bifidobacteria liquid" has the largest number of cells of living microorganisms (1x1011 cells/cm3), which significantly distinguishes this drug from competitors. To improve the competitiveness of dietary supplements based on probiotic microorganisms, it is necessary to use retail tools in the complex (convenient and beautiful packaging and labeling, successful display of goods, promoter services, advertising on the vehicle, etc.).