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El negocio de la alimentación saludable

Por Begoña Carreras y THEMMA

¿En qué se basa la tendencia de la alimentación saludable?

Las personas migran sus hábitos hacia una alimentación más consciente, enfocada en reducir los niveles de grasa, azúcares y carbohidratos, así como incrementar el nivel de proteína y vitaminas. Se está migrando hacia productos libres de aditivos sintéticos, sin lactosa, gluten y otros componentes que se consideran perjudiciales para la salud.

Una reciente encuesta de la empresa de investigación americana Nielsen Company[1] sobre los hábitos alimenticios en América Latina concluyó que el Perú ocupa el segundo lugar en la región con más personas con dietas bajas en grasas (49%), seguido de bajas en azúcar (35%) y en carbohidratos (23%). Sin embargo, el 67% de los encuestados del estudio afirmó que sus necesidades son parcialmente cubiertas por la oferta en el mercado actual y el 10% dijo que no están satisfechas en lo absoluto.

¿Cómo esto ha influenciado el mercado peruano?

Según un estudio de Angie Higuchi[2] del 2015 sobre los consumidores de productos orgánicos en Lima, Perú se posiciona como país orgánico debido a sus características estratégicas y geográficas como país marítimo, andino, amazónico y con proyección bioceánica. Esto se ha visto reflejado en el auge de negocios orientados a la explotación de superfoods peruanos. Éstos son granos, frutos y vegetales peruanos con altos valores nutricionales. Según el Mincetur, el lanzamiento de estos productos se ha incrementado en 202% entre 2011-2015.

El mismo estudio muestra un auge en negocios orientados hacia esta tendencia: Las bioferias comenzaron en 1999 con la Bioferia de Miraflores, compuesta por 20 productores y 80 productos. Hoy, luego de 19 años, hay más de 50 tiendas en Lima Metropolitana. De igual manera, los supermercados cuentan con áreas especializadas en productos orgánicos y anaqueles reservados para los mismos. Inclusive, existen e-commerce exclusivos de productos saludables como Vive Sano, Lima Orgánica y Manu Foods. Y lo mismo sucede en el resto del mundo, el año pasado el gigante Amazon, compró la cadena de supermercados saludables Whole Food Market por más de US$ 13,000 millones.

¿Por qué es importante que las empresas tomen acción?

Los consumidores de hoy tienden a ser activistas e influir en redes sociales. El creciente poder del consumidor y su capacidad de acceder a información requiere de las empresas que ofrezcan productos y servicios transparentes. Los consumidores tienden a ser investigadores y buscar la información de los productos antes de comprarlos. Como se ha observado, la tendencia hacia un consumo más saludable es inminente, por lo cual las empresas que no se adapten a las nuevas exigencias y a la transparencia no podrán satisfacer la nueva demanda. Esto se ha visto reflejado en adaptaciones de empresas en el mercado peruano.

[1] La encuesta de hábitos de consumo en América Latina se realizó el 23 de marzo del 2016 en 63 países vía internet a 30 mil encuestados de Asia Pacífico, Europa, América Latina, Medio Oriente, África y América del Norte.

[2] Características de los consumidores de productos orgánicos y expansión de su oferta en Lima. Angie Higuchi, Universidad del Pacífico. Apuntes 77, segundo semestre 2015

THEMMA
Somos la primera consultora especializada en emprendimiento de Latinoamérica. Queremos incentivar la innovación, emprendimiento y desarrollo de ideas que aún necesitan el apoyo de un equipo, red de contactos, estrategia de negocio y poder comercial.
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