Marketing research while positioning and launching of low-fat mayonnaise, enriched with symbiotic complex

There are given the results of marketing research during the development and positioning of new product ? low-fat mayonnaise, enriched with synbiotic complex. Analysis of market of sauces in Ukraine was conducted, the data on the structure of exports and imports of ready sauces are provided. To justify feasibility of developing and implementation of new product, we have conducted marketing research of consumer motivations and preferences at choosing mayonnaise, analysis of respondents’ attitude to the development of new product, enriched with natural ingredients. It was established that market range of mayonnaise doesn’t satisfy needs of consumers. There is lack on low-fat mayonnaise with useful, natural ingredients of health purpose, including pro- and prebiotics. Therefore the development of new low-fat mayonnaise, enriched with synbiotic complex is relevant.