Studying consumer preferences on fish gelatin - new structure forming agent used in food and nutrition industries

The paper presents the current prospects for the development of the fish gelatin market, the advantages the new product over conventional gelatin made of the livestock raw material. The results of a survey of 150 respondents on the specific consumer preferences for fish gelatin, a new structural agent for the food and nutrition industries have been analyzed. The main preferences for choosing fish gelatin are: safety; assortment of food products containing gelatin; shape of the new ingredient; packaging; price. It has been found that 60% of respondents prefer gelatin made in Russia. 79% of respondents expressed a desire to consume food products with fish gelatin meeting the Halal principles. Based on the study, a portrait of the average consumer of fish gelatin was formed: gender - female; age - from 18 to 49 years old; occupation - workers and students; scope of activity - provision of services; confession - Christianity and Islam; consumption of gelatin-containing products - several times a month; preferences - cakes and pies, desserts, jellied meat; preferred shape - powdered gelatin produced in Russia with net weight 100 g, packaged in polymer bags; aware of the existence of fish gelatin; unaware of prion diseases; consumes Halal compliant products; wants to eat foods with safe fish gelatin that are compliant with halal principles; willing to pay a higher price for fish gelatin compared to conventional gelatin. The data obtained allow to form a strategy for promoting a new food regulator of consistency in the regional market.