Cereal based on Moringa oleifera to combat child malnutrition in México

• DOI: https://doi.org/10.22533/at.ed.1594862418098

• Palavras-chave: -

• Keywords: Moringa oleifera,malnutrition, cereal, consumption, market

• Abstract: About 52% of Mexico's population suffers from poverty, representing 2 out of 10 in severe child malnutrition, particularly when talking about the indigenous sector. The issue of the COVID 19 pandemic has exacerbated the economic situation, so poverty is estimated to increase and thus malnutrition problems. Coupled with the new trends of the rest of the consumers in the market, and the recent concept of cognitive health of consumers, through the demand of the new branding of products on the market, leads to the idea that demand will be seriously affected towards a new trend of products with higher nutritional content. The answer to this problem may be in the development of new alternatives of functional products with higher nutritional content that adapt to traditional consumer culture, even in the strata of the lowest-income population. In this document the market analysis, consumer profile and possible marketing strategy for the development of a cereal from Moringa oleifera, a plant with a lot of nutritional properties, among others, that have attracted its production in Mexico, are presented. The results obtained in market research showed that the trend and culture of cereal consumption even in the most remote indigenous areas are part of the diet depending on the nutritional attributes that the consumer seeks, so incorporate natural ingredients of high nutritional value into the product, it can help maintain good nutritional health in the various age segments of the population, especially in the children's breakfast segment is where the commercial value reached MX$6.4 billion pesos in 2017 with a growth rate of 5.4% per year so it in turn represents a culture option in the production of the cereal industry in Mexico.