Healthy and food fitness products invasion in Finland'ssupermarket industry
Nguyen, Vien Thi Dao (2019)
Nguyen, Vien Thi Dao
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120925438
https://urn.fi/URN:NBN:fi:amk-2019120925438
Tiivistelmä
Thesis background. Organic, locally-grown food and supplements had always been a part of the Finnish lifestyle. However, as life became busier, people want ed quicker go-to options and healthier alternatives. This thesis brought a closer look into the current situation of organic, healthy food distribution in Finland as well as companies’ pricing and marketing strategy.
Purpose. This thesis was written to explore to what extent fitness and healthy food product have shaped customer’s buying behaviour in Finland. Improving health, getting stronger, living “greener” were just among the many popular trends in adapting a healthier lifestyle in Finland. The appearance of more brands produced in Finland and imported from abroad diversed the food market even in local stores and, hence, a new source of revenue for the economy in general. Customers were faced with many options ranging from price difference to packaging and convenient usage, which eventually led to the change in buying patterns by different age groups and dieters.
Methods. In this thesis, both qualitative and quantitative were used. Qualitative research showed how healthy food affect the human bodies, which resulted in the change of eating habits was used. Most insights about the mega trends, Finnish eating habits and lifestyle development were from written materials in- cluding books and newspaper. As for quantitative research, data collection was extracted from Finnish Statistics Department, which is a system that has had many surveys, polls and statistics in various different fields such as alcohol consumption, vitamins intake, fat consumption and many more. The data was demonstrated in bar charts. Another source was from K-Citymarket Pirkkala in Pirkkala region, Tampere, Finland as an example. This data was the number of sales of healthy and fitness product over a random week at the shop and what the most popular type was chosen. To further demonstrate the trend in the food market industry, an one-on-one interview with the manager of K-Citymarket Pirkkala was carried out.
Research problems. The real problem with the incoming trend of healthy eating in Finland is the quality of the advertised “healthy” products and whether are there real changes in customers’ lifestyle and buying behaviour or not.
Results. The results suggest that organic and local food were highly valued in customers’ criteria when it comes to shopping. Finnish people are increasingly aware of health hazards and are constantly changing diets to eliminate unnecessary ingredients that are deemed to rest in obesity, weight gain, high choles- terol, heart diseases and many more. Supplements continue to play a vital role in Finnish everyday life, especially vitamin D.
Conclusions. Finally, as there are already many alternatives for the rising number of vegans and vegetarians, Finland’s supermarkets and local stores needs to import and introduce more options to diversify products and give customers more room for decision making. Thanks to great technology developments, new recipes which guaranteed good tastes in food products and supplements, the healthy food product market shows no signs of slowing down with new product coming out every month.
Development proposals. The only needed task to overcome is the raise of awareness towards the proper use of healthy food and supplements as well as creative marketing campaigns that attract all age groups.
Purpose. This thesis was written to explore to what extent fitness and healthy food product have shaped customer’s buying behaviour in Finland. Improving health, getting stronger, living “greener” were just among the many popular trends in adapting a healthier lifestyle in Finland. The appearance of more brands produced in Finland and imported from abroad diversed the food market even in local stores and, hence, a new source of revenue for the economy in general. Customers were faced with many options ranging from price difference to packaging and convenient usage, which eventually led to the change in buying patterns by different age groups and dieters.
Methods. In this thesis, both qualitative and quantitative were used. Qualitative research showed how healthy food affect the human bodies, which resulted in the change of eating habits was used. Most insights about the mega trends, Finnish eating habits and lifestyle development were from written materials in- cluding books and newspaper. As for quantitative research, data collection was extracted from Finnish Statistics Department, which is a system that has had many surveys, polls and statistics in various different fields such as alcohol consumption, vitamins intake, fat consumption and many more. The data was demonstrated in bar charts. Another source was from K-Citymarket Pirkkala in Pirkkala region, Tampere, Finland as an example. This data was the number of sales of healthy and fitness product over a random week at the shop and what the most popular type was chosen. To further demonstrate the trend in the food market industry, an one-on-one interview with the manager of K-Citymarket Pirkkala was carried out.
Research problems. The real problem with the incoming trend of healthy eating in Finland is the quality of the advertised “healthy” products and whether are there real changes in customers’ lifestyle and buying behaviour or not.
Results. The results suggest that organic and local food were highly valued in customers’ criteria when it comes to shopping. Finnish people are increasingly aware of health hazards and are constantly changing diets to eliminate unnecessary ingredients that are deemed to rest in obesity, weight gain, high choles- terol, heart diseases and many more. Supplements continue to play a vital role in Finnish everyday life, especially vitamin D.
Conclusions. Finally, as there are already many alternatives for the rising number of vegans and vegetarians, Finland’s supermarkets and local stores needs to import and introduce more options to diversify products and give customers more room for decision making. Thanks to great technology developments, new recipes which guaranteed good tastes in food products and supplements, the healthy food product market shows no signs of slowing down with new product coming out every month.
Development proposals. The only needed task to overcome is the raise of awareness towards the proper use of healthy food and supplements as well as creative marketing campaigns that attract all age groups.