Marketing aspects of development and promotion of products for enteral nutrition for herodietical purposes

The current global demographic structure of the population at the global and national levels indicates significant rates of aging. As a result of this process, gradual metabolic changes appear in the body, characterized by a slowdown in metabolic processes, the level of assimilation of oxygen and nutrients, and a decrease in the body's functional capabilities. Nutrition is one of the main factors that ensure the vital activity of the human body. The completeness and correspondence of the food ration to the metabolic needs makes it possible to significantly influence the level of health and physiological state. Adherence to nutrition is important for older people, and especially in emergency situations arising from psycho-emotional and physical stress, diseases and injuries, in the process of rehabilitation and recovery. In connection with this, the practice of consumption (use) of products for enteral nutrition, which according to international legislation are considered dietary food products for special medical purposes, has become widespread. The paper analyzes general approaches to ensuring the nutritional needs of representatives of older age groups. Based on this, it was established that for their full satisfaction, physiological processes due to changes in metabolism during aging should be taken into account. It has been established that the elderly, senile and long-lived people need a balance of the main nutrients, namely an increased amount of protein and lipid components and a reduced amount of carbohydrates, adequate supply of vitamins and minerals. As a result of the study of nutritional needs of representatives of older age groups in emergency situations, it was established that their full satisfaction largely determines the success of treatment and rehabilitation, requires taking into account the specifics of metabolism and dietary principles. The peculiarities of the needs of representatives of this category of people who additionally suffer from diabetes, which requires restriction of carbohydrate consumption, were also studied. It has been established that enteral nutrition products are used to meet their nutritional needs. The work describes the main and additional raw components used in the production of products for enteral nutrition. The existing approaches to the classification of the studied products were also investigated, a classification was developed that reflects technological and consumer characteristics and is aimed at satisfying the interests and preferences of the target category of their consumers.