The market for meat and its products is, on the one hand, one of the criteria for a country's food security, and, on the other, a peculiar social indicator, since it is a supplier of animal protein that plays an important role in ensuring healthy nutrition of the human body, which directly affects the quality of life., human development index, the formation and creation of conditions for its reproduction. The aim of the work is to study the domestic market of meat processing products from the standpoint of the implementation of the innovative scenario of its development, taking into account the orientation on mental changes in the consumer audience, the tendency to change the hedonic preferences of end users of meat products in the light of the evolution of nutrition theories. The subject of the study was trends, problems and prospects for the development of the domestic market of meat products, including taking into account the peculiarities of the consumer mentality, psychological perception of meat products in the light of the development of the theory and practice of healthy eating. The research methodology was based on a complex of general scientific methods, including analytical, synthetic, deduction. The basis of the research was the compilation and analysis of information sources in the subject area of ??the state and development prospects of the global and domestic meat and meat products market, which form plausible development scenarios, from the standpoint of analyzing commercial relations inherent in the b2c (busness-to-consumer) sector, in particular, the role assortment and the role of the individual customer. The characteristics, factors and trends of the innovation scenario of the development of the market of chilled and frozen meat products are formulated. The perspectives of combining the concept of healthy nutrition with the idea of reviving the traditions of national cuisine based on convergence with innovative food biotechnologies, including based on the author's innovative project to develop combined food systems and economically efficient meat products.

innovative development, market, sausages, meat semi-finished products, risks, factors, trends, quality of life, healthy food

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