Understanding current HFD market dynamics

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.