The last decade, the negative trend related to the health status of the population. In the structure of power a significant part of the population are violations. According to scientific research Institute of nutrition in our country commonplace latent forms of vitamin deficiency combined with lack of calcium, iron, iodine. With the aim of increasing the production of food products of mass consumption enriched with minerals and vitamins, the use of vegetable raw materials of the Voronezh region is a priority. The human body for normal functioning requires regular consumption of micronutrients. An important role in biological processes in which food is converted into energy, play a micro- and macroelements and vitamins. They provide the protective functions of the body are involved in tissue renewal. However, micronutrients are not synthesized in the body, and water-soluble vitamins, unlike fat-soluble are easily excreted from the body, so they should regularly come directly from food. In the works of foreign and domestic scientists the development of product functionality has received considerable attention. Special contribution study of academicians V. M. Bosnakovski, V. A. Tutelyan, professor B. P. Sukhanov and others In the development of new types of foods must take into account the views of consumers about new products. The paper presents marketing research of the market of Voronezh the survey. The aim of the study was to identify preferences of consumers of functional products. Analyzed socio-demographic profile of respondents the distribution of respondents by education, age of the interviewee, the frequency of consumption by respondents functional products, the preferences of respondents by frequency of consumption depending on the sex of the respondents. The analysis of preferences for specific groups of products, places to purchase products functional purpose, the reasons that motivate respondents to purchase products of functional purpose. From the obtained results it can be conclude that respondents have shown considerable interest in functional products; were young people with higher education who are concerned about their health status; main places for purchasing enriched products are the supermarkets.

marketing research, consumer preferences, functional products, the respondents

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