Food Processing: Techniques and Technology Food Processing: Techniques and Technology Техника и технология пищевых производств 2074-9414 2313-1748 92588 10.21603/2074-9414-2024-4-2545 ОРИГИНАЛЬНАЯ СТАТЬЯ ORIGINAL ARTICLE ОРИГИНАЛЬНАЯ СТАТЬЯ Limnospira fusiformis from Lake Solenoe, Omsk: Rationalizing Marketing and Research Аргументированный выбор основных направлений в работе со штаммом Limnospira fusiformis из озера Соленого (г. Омск) https://orcid.org/0000-0001-7226-5962 Молибога Елена Александровна Moliboga Elena A. ea.moliboga@omgau.org https://orcid.org/0000-0003-2286-8612 Леушкина Виктория Викторовна Leushkina Viktoriya V. Омский государственный технический университет Омск Россия Omsk State Technical University Omsk Russian Federation Омский государственный аграрный университет имени П. А. Столыпина Омск Россия Omsk State Agrarian University Omsk Russian Federation 24 12 2024 24 12 2024 54 4 872 883 31 01 2024 02 04 2024 https://fptt.ru/en/issues/23109/23162/

В условиях разнообразия товарного ассортимента продуктов питания потребитель становится требовательным к их выбору, уделяя внимание их функциональности и доступности по ценовой категории. На продовольственном рынке появляется все больше продуктов на основе альтернативных источников белка, например, микроводоросль спирулина. Микроводоросли богаты белком (около 60 %), ненасыщенными жирными кислотами, а также другими питательными веществами. Цель исследования – изучить потребительские предпочтения населения г. Омска относительно спирули- носодержащей продукции для определения вектора работы с фитомассой Limnospira fusiformis. Объект исследования – спирулиносодержащая продукция, присутствующая на потребительском рынке г. Омска и Омской области. В работе использовали исследовательские и маркетинговые методы. Проведен маркетинговый опрос, в котором участвовали 1000 респондентов. Анализ полученных данных показал, что 19,2 % респондентов стабильно употребляют спирулиносодержащую продукцию; 20,8 % – раз в неделю. 79,2 % респондентов ответили, что приобретают ее в виде БАД. В основу выбора ставят состав и сертификационные данные 58,4 % респондентов, заботу о здоровье – 75,3 %. Наилучшим способом приобретения выбраны онлайн-платформы – 48,1 % опрошенных; запрос по ценовой политике продукта был обозначен у 42,9 % респондентов. В результате проведенного исследования авторами выбран оптимальный план дальнейшей работы: введение в оборот информационно-просветительской информации о БАД; разработка и утверждение научно-технической документации на данную продукцию; проектирование технико-экономических показателей производства; проведение расчетов себестоимости вводимого на рынок продукта с возможной оптимизацией технологического процесса производства. Результаты маркетингового исследования позволили выявить виды социально-экономического эффекта от внедрения спирулиносодержащей продукции, такие как экономический, социальный, экологический, научный, ресурсный, бюджетный. Определены два основных портрета потребителей спирулиносодержащей продукции Омской области, с помощью которых намечены основные рекомендации для промышленных производителей спирулиносодержащей продукции.

A diverse food product range makes the consumer more demanding and pickier in terms of choice, safety, and price. As a result, food producers turn to alternative protein sources, such as microalgae. Microalgae are rich in protein (60%), unsaturated fatty acids, and other nutrients. The article describes the consumer preferences and patterns in the city of Omsk, Russia, regarding spirulina-containing products. The research objective was to determine the marketing and research prospects for Limnospira fusiformis phytomass. The authors used both experimental and marketing methods to study the range of spirulina-containing products on the food market of Omsk and its surroundings. The marketing survey involved 1000 Omsk residents. According to the survey, 19.2% bought spirulina-containing products regularly; 20.8% bought them at least once a week; 79.2% consumed spirulina as dietary supplements. The respondents explained their choice by the composition and certification data (58.4%), as well as by health care reasons (75.3%); 48.1% preferred online platforms; 42.9% studied the pricing policy before purchasing. The survey revealed two distinct profiles of an average spirulina consumer. The resulting roadmap for spirulina marketing in the Omsk Region included the following steps: promotion; scientific and technical documentation; technical and economic production indicators; pricing; technological optimization. The marketing research revealed a number of socio-economic effects of introducing spirulina products to the local food market, which included economic, social, environmental, scientific, resource, and budgetary consequences. The two profiles of an average spirulina consumer from the Omsk Region made it possible to develop some recommendations for local spirulina producers and businesses.

 Limnospira fusiformis фитомасса пищевая добавка спирулиносодержащая продукция белок маркетинговые исследования региональный рынок Limnospira fusiformis phytomass food additive spirulina-containing products protein marketing research regional market Исследование выполнено за счет гранта Российского научного фонда № 22-26-20108. The research was supported by the Russian Science Foundation , grant No. 22-26-20108.

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