Abstract:
Globally health awareness has become new hype to the consumer. Health, consciousness of
consumers, has become an important driving factor for healthier food product brands. They have
entered the global markets with force in the past years and rapidly gained market share. Along
with the economic development, Bangladesh has also become an attractive market for healthier
food product brands. There is also a boost in Health Food Drinks (HFD) consumption. While
previously HFD considered as an expensive and non-regular drink, now it is being consumed by
middle class and even lower-middle-class people as a regular drink for kids. But there is another
side of the coin. Growing market competitiveness, the rise of Milk Powder Brands as a
competitive force and increasing parallel import are some issue need to be considered. The basic
purpose of this research paper is to Identify existing and potential competitors, and their different
selling propositions, Understand the impact of gray market and Unleash potential threats and
opportunities of this specific market by studying the retail market of HFD in Bangladesh.
Another aspect of this study is to identify the influence of various factors on the buying decision
of customers. Paper also attempts to determine the awareness level & loyalty status of
consumers. To develop the conclusions exploratory & descriptive research designs are used.
Primary data had collected with the help of questionnaire method & data is analyzed with the
help of various statistical techniques. Finally, I have put some recommendations by analyzing
my data findings from the retail survey, consumer survey and other secondary data analysis.
