Advantages of Using Neurotechnologies in the Food Industry

The article discusses the global growth in interest in neuromarketing from the first official neuromarketing study to the present day. A brief list of neuromarketing definitions in chronological sequence is given and key changes in the definition are traced. A detailed analysis of indicators of growing interest in neuromarketing technologies as indicators of potential advantages in terms of increasing publication activity, growing interest in using neuromarketing technologies in business, as well as increasing popularity of the direction is made. The review of works devoted to bibliographic analysis, meta-analysis of works in the field of neuromarketing as a key indicator of growth in demand for the direction is given. The main “highlights” of publishing activity are considered, as well as dynamic growth of publications according to Google Scholar data. Awareness and attitude of the general public and business to neurotechnologies and neuromarketing as well as their readiness to use these technologies are shown in dynamics. The process of growing interest in neuromarketing from business communities is highlighted. The main force of consolidation of neuromarketing advantages is revealed. The reasoning of the research community in favor of using neuromarketing techniques is shown. The main strategies of companies’ work to bring successful “new” product to the market with statistical data are listed. The main advantages of technologies potentially increasing the chances of success of a new product are listed. We speak about neurotechnologies as a tool for obtaining valuable marketing information in the food industry: from the stage of development to the stage of product implementation. The main areas of application of neuromarketing technologies in business are listed. The features of application of neurotechnologies in the food industry are shown. Some researches in the field of sensory marketing which testify to presence of indirect influence of sensory stimuli on perception of a product are designated. The main key advantages of neuromarketing technologies, which are consistent with the latest achievements in neuromarketing, as well as those advantages which are of discussion nature, are marked out. The advantages identified relate to both the data collection technology and its processing, which includes the potential of the technology in mass application.

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