Abstract
Regarding to the current situation, people of industrialized countries become fatter. Most of New Year resolution, and particularly for women is about weight loss. We have seen the past few years numerous slim products invade the market and large retailers lines such as Carrefour in France or Walmart in the US. The fat-free dessert market is overcrowded with several yogurt, ice cream and cake, which use the tagline "0% fat" or "fat-free". Another big trend is also the organic or bio food, which is often mixed up in the mind of the consumers with the slim food. At the first place we can say we already have a target: women willing to become thinner, but the market is already overcrowded with a lot of competitors. Here is the big problem. The industry is led by some of the biggest food companies in the world like Unilever, Procter & Gamble, Danone etc... These are major companies and it is really hard to compete with. Anyway the increasing number of fat people in the world and the desire to slim can still be an opportunity to launch a new product.
If we consider actual concern of the civilian society, we know that nowadays the worry is about people becoming fat younger. According to the US Department of Health and Human Services the childhood obesity rate represent currently 17% of the population and it will be more than 20% in 2020 (Neutraceuticals World study: Young Americans Must Cut Calorie Intake). This audience is not really aware of the obesity problem but we can use parents concern to sell the new product as prevention to child's weight gain. If we consider the potential market, it can be important regarding to the mass of young people eating fat food at schools and snacking all the time. The fact is also that there is few competitors in this segment. This market will likely grow during the next year, and so we may have the opportunity to increase our market share, if we can support our sell with a good advertising strategy.
