Business Case Functional Food
What are the key learnings a Swiss producer of functional food products can utilise to further expand its reach among Millennials and Centennials who follow a fitness- and health-oriented lifestyle?
Jonathan Koss, 2022
Bachelor Thesis, Averdi AG
Betreuende Dozierende: Andreas Lucco
Keywords: Functional food, Marketing, Fitness lifestyle, Millennials & Centennials
Global sales of foods with health-related or functional claims are expected to increase over the next ten years. The trend is also strong in Switzerland, where the market for these so-called functional food products has been growing for years. To learn more about its key end customers, a small Swiss manufacturer of functional foods commissioned me to research the general attitudes, habits, and specific food preferences of millennials and centennials in the German- and French-speaking parts of the country.
In order to gain an understanding of my client's core customers and business environment, I performed an international literature review on young people's attitudes, their habits in relation to online media and online shopping, their food preferences, as well as trends in the functional food market. I also conducted five online surveys among German and French speakers in Switzerland to learn about their dietary habits and expectations of functional food. Through interviews with three of my client's experts, I gained an understanding of the opportunities and challenges in their areas.
While each research method yielded interesting results, comparison showed that the literature review’s mostly qualitative international results were similar to the quantitatve results of the Swiss online surveys. My interview partners’ industry knowledge also provided perspective about each of their fields of expertise.
Triangulating the results of all research methods informed my shortlist of most important factors with regard to my client's central question. While some such factors indicated clear strenghts or weaknesses, others reflected important external situations and developments which should be addressed. I imported these key findings into a SWOT table as strengths, weaknesses, opportunities and threats. From this I developed a TOWS analysis, which suggests measures my client may put in place in order to exploit opportunities and reduce or avert existing dangers.
In response to my client’s key questions, I believe that I was able to provide a spectrum of partial answers, a sound shortlist of key issues, and actionable suggestions for potential measures to expand the brand’s reach among Swiss Millennials, Centennials, and beyond.
Studiengang: Business Administration International Management (Bachelor)
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