THE STRATEGY OF INCREASING PRODUCTION COMPETITIVENESS IN FOOD INDUSTRY OF THE REPUBLIC OF SRPSKA BY STIMULATING A NEW PRODUCT DEVELOPMENT

Abstract

Food processing enterprises could ensure production competitiveness by improving product quality and harmonising it with consumer requirements. The non- communicable diet-related diseases have been increas- ing rapidly among consumers in the last decade as well as the impact on people’s attitudes towards nutritional aspect of the quality of food products and healthier diet. The aim of this paper is to illustrate the methodology for increasing production competitiveness in food industry of the Republic of Srpska, based on consumer-oriented food product development and healthy diet. The struc- tured questionnaire and scientific methods were used in young consumer representatives’ research regarding food product development in the target market. Exactly 720 participants were recruited from public educational institutions in the Republic of Srpska. The descriptive statistics and correlation were used for the data analysis. The results indicated positive statistically significant correlation coefficients (p0.05) between consumer interest in new products and: healthy diet preferences; product ingredients; product higher nutritive value (vi- tamins, minerals, dietary fibres content); fruit, fruit juice and low-energy beverages consumption. Also, knowl- edge on diet-related diseases was in significant posi- tive correlation with them. The data analysis revealed that an increase in production competitiveness could be assessed through developing food products based on nutritive elements, modelling and consumer interest in new food products with higher nutritive quality.