MARKETING RESEARCH ON RESPONDENTS’ PREFERENCES FOR NEW DAIRY PRODUCTS FOR MALE ATLETES

Abstract

The growing emphasis on a healthy lifestyle, the necessity of a balanced diet combined with physical activity, and the rising participation of middle-aged and older individuals in sports are key drivers of the sports nutrition industry’s growth. Ukraine has significant potential to expand its sports nutrition production and diversify its product offerings, as domestic manufacturers currently have a limited presence and have yet to gain strong consumer trust. Introducing a high- quality, cost-effective national product to the market could enhance the country’s competitive standing in both the domestic and global sports nutrition sectors.This paper presents an analysis of male athletes’ preferences to assess the prospects for developing new high-protein dairy products for sports nutrition. Based on survey results, two promising products were identified for athletic nutrition: a dry dairy product with high protein content available in “Banana” and “Chocolate” flavors, and a protein-glazed bar with flavors such as “Coconut,” “Almond,” “Pistachio,” “Peanut,” or “Hazelnut.” For the dry product, recommended raw materials include whole milk powder, dry whey protein concentrates obtained through ultrafiltration, sodium caseinates, or plant-based protein concentrates such as pumpkin or hemp (suitable for vegetarians). In the case of the protein- glazed bar, bifido-cheese from fermented milk and/or albumin cheese should serve as the primary raw material. Additionally, protein fortification should involve dry whey protein concentrates obtained via ultrafiltration or plant-based protein concentrates like pumpkin or hemp.All proposed products are recommended to be enriched with probiotics.