Razvoj tržišta funkcionalne hrane u Srbiji: motivacije i prepreke
Sažetak
Cilj ovog rada je da predstavi najrelevantnije nalaze dobijene na osnovu empirijske analize tržišta funkcionalne hrane u Srbiji. Analiza je zasnovana na dubinskm intervjuima sa predstavnicima industrije i maloprodaje prisutnim na tržištu. Analiza se odnosi na sledeći set tema: (1) motivacije i prepreke za ponudu proizvoda sa nutritivnim i zdravstvenim izjavama (NiZ), i (2) percepcija potrošačke tražnje prema proizvodima sa NiZ izjavama. Razlike između Srbije i drugih zemalja Zapadnog Balkana (ZB) su analizirane korišćenjem neparametarskih tehnika zasnovanih na nezavisnim uzorcima. Nalazi podržavaju opšti zaključak da je ovaj segment tržišta u Srbiji, pri poređenju sa razvijenijim tržištima ZB, nerazvijen i više vođen akcijama proizvođača, a ne potrošača
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