Justification of introduction to the market of functional drink “Pectin of Cis-Baikal - apple”

The article considers the problem related to the importance of adjustment of Cis-Baikal region inhabitants' nutrition. For its decision it is planned to develop the drink on the basis of the juice of direct extraction from small-fruited varieties of Irkutsk apples enriched with pectin and dihydroquercetin (DHQ). The purpose of this work is the investigation of the possibility to enter the market with new functional Cis Baikal apple drink. The following tasks were set: to analyze the non-alcohol drinks market of Irkutsk; to predict of new product demand and identify the target audience; to choose descriptors for the best product. The studies were carried out in Irkutsk in 2020 based on juice-containing drinks assortment of large chain stores and drugstores. The methods of monitoring, online and offline survey were used for gathering the data. The definition of the target audience was provided by ‘5W' method of Mark Sherrington. O.V. Chugunova andN.V. Zavorokhina method was used to determine and range the quality indicators of the developed drink. According to the results the most popular among Irkutsk citizens are average price category apple-based drinks (25 %). It is established that the target audience in the region presents by 25-45 years old customers and the families having children. The prevalent indicator in customer's purchase decision is economic index (30 %), some people prefer such indicators as nutrition and biological value (25 %). The requirements for the product and the necessity of enriching with pectin (1.8-2.5 %) and DHQ (15 mg/dm3) based on monitoring the target audience. Thus, decreasing of consuming of reconstituted juice in favor of direct-pressed juice is shown. Competitive advantages in terms of the main descriptors that determine the functional value of a new drink are: mineral composition, content of vitamins, dietary fiber, and antioxidants.