METHODOLOGY FOR ASSESSING AND FORECASTING THE POTETNTIAL OF THE SPECIALISED FOOD PRODUCTSMARKET

Abstract

The article presents a methodology for assessing and forecasting the potential of the specialized food products market. The methodology is based on the use of special criteria in the context of market segments and includes the sequential implementation of the following stages: 1) setting research objectives, determining the assessment criteria and characteristics of the object of assessment; 2) analyzing the segment of specialized food products for baby food; 3) analyzing the segment of specialized food products for athletes; 4) analyzing the segment of specialized food products for dietary therapeutic and preventive nutrition; 5) substantiating the target parameters and directions of development of the market of specialized food products based on meat and dairy. The article also presents the results of testing the methodology in the form of systematization of the main ensuring and restraining factors of market formation in the context of its segments and niches.