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2 Scientific Journal of Gdynia Maritime University

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The consumer versus innovative dairy products

Rybowska Agnieszka, Gromowska Karolina

Scientific Journal of Gdynia Maritime University

2022

nr 124

81--94

The market of dairy products is one of the most dynamically developing sectors of food products, offering consumers a broad and continuously growing range of products. Innovative products play an important part in this range, being an answer to changing market trends and expectations of ever more aware consumers. The aim of this study was to learn the consumers opinions and their positions towards innovative dairy products. The study was conducted using the CAWI survey method and an original survey form. The test group was made up of 195 residents of the Pomorski Voivodeship who declared they consumed dairy products. The study demonstrated that consumers consume such products frequently and consider them an important part of their diets. The most commonly consumed were traditional dairy products: butter, UHT milk and cheeses. At the same time, the study participants were positively predisposed towards novelty products. They showed the highest preference for flavoured milk-based drinks, yoghurts with additions, and cheeses with additions. When selecting innovative products, the participants mainly followed the health impact of the products, positive opinions and attractive prices, while promotion and advertisement were the least important. As the preferred location for purchasing such products, the participants specified hyper- and supermarkets, large self-service stores and local neighbourhood stores. The study results may be used in general innovative product management, particularly in planning marketing strategies for innovative dairy products.

Product innovation in isotonic drinks – expectations of Tri-City University students

Świtalski Michał, Rybowska Agnieszka

Scientific Journal of Gdynia Maritime University

2021

nr 118

62--74

The aim of this study was to recognise the expectations of consumers towards isotonic drinks, which was made possible due to the study conducted employing an online survey method. The study group consisted of 162 students. The majority of the consumers surveyed did not consume isotonic drinks, and a large proportion of the drinkers consumed them only occasionally. However, a significant number of students were willing to pay a high price for them, in comparison to the low price of other drinks commonly found on the market. Although fruit flavours were identified as the most preferred flavours of potential beverages, consumers were also interested in new flavours such as tea, herbal, honey and nut. Depending on their declared gender and year of study, respondents indicated different packaging preferences. Interest in purchasing beverages based on natural ingredients and colourants was observed among the students.