PRINCIPLE DIRECTIONS OF IMPROVING COMPETITIVENESS OF FUNCTIONAL NUTRITIONAL PRODUCTS
The purpose of the study is to consider ways for increasing the competitiveness of products on the example of functional foods. The authors provide theoretical analysis of the essence of the competitiveness of products and determines its significance for the commercial success of an enterprise in a developed competitive market. It is emphasized that increasing the competitiveness of products has become of particular importance in the light of the formation of new demands from consumers, in particular their desire for a healthy lifestyle. Given the importance of assessing the consumer properties of the product in the system of competitiveness, a sociological survey of consumers was conducted, which confirmed their interest in the appearance on the market of new dry food mixtures with protective properties that help strengthen immunity. Based on the results of the survey, the concept of a new type of dry food mixture with protective properties was formulated with a preliminary determination of the technical properties of the product being developed from the position of giving this type of product additional competitive advantages. Along with adding improved characteristics, the use of marketing techniques and methods is of great importance in increasing competitiveness. The authors proposed measures aimed at increasing the recognition and popularity of functional products, expanding their range through marketing research of the market, promotions, as well as posting product usage information on the Internet. It is concluded that competitiveness characterizes not only the product, but also the degree of compliance of its characteristics and properties with the needs and demands of target groups of consumers. Among similar items, products that provide a greater degree of consumer satisfaction at an acceptable level of total cost of acquisition will be more competitive.