CONSUMER BEHAVIOR

Consumer’s
attitudes changing
towards nutrition
and health.
Many people try to modify their behavior
towards the consumption of “healthy”
products instead of geasy ones...

Elena & Audrey

 What
does A 100% natural food,
Ultra-low

healthy Plant-based diet that

contains essential nutrients
food good for your health.

mean?
Collab Space Central Pitch Deck
Did you know?
Over the last decade consciousness of
consumers had an important impact on
food market

Healthier food products have entered the global

markets with force in the past years and
rapidly gained market share.
Generation Z &
Millennials :
the mains healthy
consumers

more health conscious

more willing to expend more for food
with health benefits
Market overview:

A MONDIAL TREND ->

Estimated naturally healthy food market value growth

worldwide between 2016 and 2021, by leading country
(in billion US dollars)
 Rapid growth of healthy, vegan,
vegetarian innovation over the past
few years...

Estimated annual growth of health and wellness

food market worldwide between between 2015
and 2016, by market
What is the
opposite of healthy
food?
JUNK FOOD !

Collab Space Central Pitch Deck

 FAST FOOD MARKET

Highlighting in the world Because of health conscious Market in the forecast

about the risks for health trend, fast food brands period may be obstructed
(obesity,cancers…) launchs new products and by the increase health
->  comforting public in health communications consciousness
the idea to consume strategies. from customers.
healthy foods.
Competitors
overview

It plans to make the changes to its menu in 20 of the

Many new fast
company’s largest markets, which account for more
food chains entered in than 85 percent of its overall sales, including
the worldwide market overseas.”
with specialty healthy
“We’ve been trying to optimize our menu with more
goods
fruits and vegetables and giving customers additional
->biggest brands tend choices when they come to McDonald’s,”
to this new trend for
being competitive on
market.
tekram doof tsaF : letseP Political:
Governments can press
the fast food chains to
include healthier items
on their menu
venue for engaging customers.
Economic:
-       
Health consciousness
affected fast food sales
Technological:
-       
-   
To better adjust to
    Social media channels
became the most important recession and low economic
activity, brands included low
priced items.

Social: Legal:
-      Environmental: -       
  Health awareness andl ifestyle -        Overall, changing government
rules and regulations pressed
trends influenced the fast food Sustainability became the brands to adopt a greener
industry an important stake for the approach
.-     entire industry -
   Consumers’ changed behavior Food related regulations grew
and pressed the restaurant brands stricter.
to include low calorie options.
OUR AIMS

1 Responding to this healthy

consumer trend
3 Recruit a new consumer
segment

Convey a new image

2 More transparency
with the consumer
4 while maintaining 
current customers
 Our Stategy
A selection of healthy Transparency with the
and natural ingredients consumer in the
(fresh ingredients, no commercial speech
preservatives, no about origins of
artificial products) ingredients, calories...
Use of digital to
communicate about
our new strategy (on
our social networks, in
shop, on browser...)

New option:
Propose new recipes: Personalized
sweet potato fries, experience: each
vegetables fries, tofu, customers would
salmon … create its own menu
(eg: mix ingredients for
his burger)
 Vegetables chips

Soft drinks

Mango y Chia sends's

icecream

New recipes's choices

Pizza dough's
alternative: corn tortilla

Vegetal meat : quinoa,

tofu, chickpeas
To Sum up...

TRANSPARENCY
BASIC JUNK FOOD PERSONALIZED
SPEECH
MENU MENU
Use of digital to communicate
To keep our actual segment of Customers can choose/add
on all our products thanks to QR
customers. healthy recipes in their menu.
code on each package.
...And now it's your turn!
You are the marketing manager
of a fast food restaurant, what
decisions would you take in this
regard?

CREATE (IN GROUPS OF 2-3

PEOPLE) THE PERFECT HEALTHY
MENU WHICH YOU WOULD INSERT
IN YOUR FAST FOOD AND DESIGN
THE PERFECT
HEALTHY MENU
ITS PROMOTION STRATEGY