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Basing on the survey of respondents, a marketing research was carried out on military service people’s consumer motivations and benefits for the existing dry product package and ways to improve it, as well as on the attitude towards the consumption of instant cereals. The results of the survey showed that military service people were not satisfied with the existing daily field product package; the majority were not comfortable with the sameness of the assortment, cooking time, inconvenient packaging, and lack of individual flatware. It is found that the most important factors for military service people when choosing instant cereals are taste, composition/safety, nutritional and energy value, and the least important are the shape and design of packaging. The analysis of the responses about the nature of the most common negative body changes resulting from the respondents’ professional activity indicates that the development of instant cereals on the basis of natural components is promising, as these components can prevent fatigue and certain diseases. 68% of the people interviewed are already comfortable with the inclusion of instant cereals with improved consumer properties into the daily field product package, and other consumers’ attitude to them can be significantly improved by explaining to them the benefits of this product. A potential consumer wants to get a product that has a meat and fruit flavor with improved consumer properties, and what is the most important, the product should be tasty, of high quality, and harmless. Military service people will be the main consumers, regardless of their age, occupation, and education. The application of the marketing research on servicemen’s consumer preferences made it possible to identify those consumer preferences that must be taken into account when improving the set of dry products and developing new instant cereals in order to meet the potential consumers’ demand for these products.

THE MARKETING RESEARCH OF MILITARY SERVICE PEOPLE’S CONSUMER PREFERENCES OF DRY PRODUCT PACKAGES AND WAYS OF THEIR IMPROVEMENT