Superfoods as a market trend: An analysis of opportunities for exporting companies
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Abstract
The dynamism generated between markets and consumer behavior changes, together with the growing interest of people in maintaining healthy lifestyles, has led to the boom in the consumption of superfoods. These shifts represent a great challenge for exporting companies, which must respond by adapting their strategies and export supply. The objective of this research is to analyze the market trend focused on the consumption of superfoods, by reviewing scientific articles that facilitate the identification of opportunities for food exporting companies. The current work used a qualitative approach, through the application of inductive-deductive and analytic-synthetic theoretical methods. Scientific publications focused on the perception and consumption of superfoods in various countries, and export and import statistics were considered for the analysis. The main findings indicate that current consumption trends are related to consumer perception and behavior, the study of sociodemographic variables is of great importance to identify segments for the opening of new markets. In conclusion, there are potential markets for the export of superfoods, especially in European countries that have a higher level of awareness for healthy eating and also have high purchasing power.
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