“Consumer Behavior Patterns on Healthy Eating ”

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Consumer Behavior (DS 314)PT13|
Group Team Project“Consumer Behavior Patterns on Healthy Eating ”Instructor: Prof. SiomkosVasiliki KorbaMichalis MeimaroglouSpyros PhotopoulosEvangelia Siakavella| Contents
1.Introduction3
2.Problem Description4
2.1.Adult Overweight and Obesity4
2.2.Childhood Overweight and Obesity6
2.3.Consumers’ Turn towards Healthier Lifestyle6
3.Research & Literature Review7
4.Analysis & Results8
4.1.Soft Drinks8
4.2.Dairy Products9
4.3.Snack Foods9
4.4.Whole-wheat10
5.Managerial Implications11
5.1.Opportunities11
5.1.1.Segmentation & Targeting11
5.1.2.Growth in Functional Foods13
5.1.3.Organic Focus15
5.2.Implications during a Recession17
6.References19
6.1.Problem Description19
6.2.Soft Drinks19
6.3.Snack Foods19
6.4.Wholegrain Food19
6.5.Segmentation & Targeting19
6.6.Growth in Functional Foods19
6.7.Organic Focus19
6.8.Implications during a Recession20

1. Introduction

“Our public health problems are not, strictly speaking, public health questions at all. They are questions of individual lifestyle. They are the result of millions of individual decisions, at millions of points in time.” This was quoted by Tony Blair in one of his speeches in United Kingdom on Healthy Living.

Unfortunately nowadays health problems relating to obesity and malnutrition, such as heart diseases, cancer, stroke and diabetes are a plague not only in the United Kingdom, but also across most of the countries worldwide with North America holding the reins. According to the World Health Organization (WHO), well over a billion people in the world are now classified as being overweight, with at least 300 million of them obese. These problems, as previously quoted, stem mainly from the hectic lifestyle that people are leading nowadays and which have formed the current eating trends towards eating fast and cheap food.

This increasingly high risk of health problems due to unhealthy dietary choices has led a big percentage of consumers globally to renew their interest in healthy eating and well-being. This renewal of interest can, of course, be interpreted as a major challenge and opportunity for the food and drink industries. Food companies are developing new marketing strategies and they are customizing their products in order to entice the “healthy-eating” consumers’ segment. Low-fat, low-calories, functional and organic food is becoming a major trend in the supermarkets, contributing not only to consumers’ healthier lifestyle but also to increased profits for the food and drink companies.

However, understanding consumers’ inclination towards healthy eating can be tricky for the companies. Not all consumers have the same level of engagement in health, so a simplistic and a one-size approach for all customers will not work. Companies are called to gain a deeper insight on their customers’ needs and habits and segment effectively the market in order to understand the shifting consumer landscape and capitalize on these opportunities.

2. Problem Description
3.1. Adult Overweight and Obesity

During the last years, there have been a number of surveys published, examining overweight and obesity, analyzing the current unhealthy eating trends

Overweight and obesity result from an imbalance between calories consumed and calories expended. Many factors can influence this balance, including metabolic, genetic, cultural and environmental factors. In order to measure weight status, scientists are using the Body Mass Index (BMI), a measurement of body fat based on height and weight. A BMI of 18.5 – 24.9 is considered a healthy weight, a BMI of 25 – 29.9 is overweight and over 30 is obese. A BMI in the overweight category, combined with other risk factors such as high blood pressure, greatly increases a person’s risk of many chronic conditions, including...
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