"Green" economy: ecological innovations and ecological products

Today, the concept of sustainable development of life without harm to future generations is being formed. The concept of a “green” economy involves the creation of new environmentally friendly industries: from the position of the state - an increase in demand for environmentally friendly products, from the side of society - the formation of new demand and a new culture of consumption of the population. The growing healthy eating trend is increasing interest in organic products, including functional foods. Recently, functional products have been in greatest demand, including lactic acid bacteria, vitamins, dietary fiber, biologically significant elements, etc. Emerging habits of a healthy lifestyle and proper nutrition force consumers to search for necessary goods and services, while 36% of consumers prefer domestic products manufacturers. In response to new consumer strategies, domestic manufacturers are changing their product range: they are introducing competitive products to the market that can satisfy customer requirements. According to experts, the healthy food market will increase in volume and growth rate every year, and in 10-20 years, healthy food products will account for at least 30%. The development of the market for environmentally friendly products, despite the promise of this area and the huge growth potential, is at the formation stage. The effectiveness of development depends directly on factors such as the availability of government support and income growth. State economic policy should be aimed at developing mechanisms to support and stimulate the production of environmentally friendly products. The introduction of environmentally oriented innovations into the management systems of organizations will lead to ensuring rational environmental management and environmental safety of the country