Impact of the competitive potential of fortified dairy products on ensuring the sustainability of promising food systems

Abstract

Today the market situation is difficult: incomes of the population are falling, consumer activity is declining. The negative trend also affected the sales of dairy products. However, some products, such as milkshakes, are showing growth in sales despite the economic downturn. This segment is one of the largest in the dairy industry. Due to the pleasant organoleptic characteristics, full-fledged chemical composition, the ability to unlimitedly simulate the recipe composition, milkshakes are very popular among various categories of the population. To increase the competitiveness of the product, various fruit and berry fillings are often added, however, the production of a milkshake with the addition of fruits is limited by a rather short shelf life and sale. It is possible to solve this problem by using fruit, berry and vegetable powders in the formulation of milkshakes, which, unlike purees and juices, are concentrates of raw materials, retain their quality longer, and are better transported. At the same time, it seems important to predict the possibility of developing and ensuring the competitive stability of innovative milkshakes. The competitiveness of innovative milkshakes can be assessed by calculating the competitive potential by indicators measured on a scale of relations. When calculating the model of competitive potential, a system of quality indicators was used, which includes five groups: functional efficiency, social purpose, reliability, patent-legal and ergonomic indicators. Comparison of the quality of the developed product and the standard was carried out using normalized weight coefficients assigned by the expert method. It has been established that the developed milkshakes surpass the standard in terms of social purpose, and in terms of reliability, patent-legal and ergonomic indicators, they are not inferior to it. Thus, milkshakes containing freeze-dried fruit-berry and fruit-vegetable powders can be competitive compared to traditional milkshakes on the consumer market.