Vliv trendů ve stravování na spotřební chování ve vztahu k potravinám

This bachelor thesis focuses on understanding trends in eating and food shopping. Consumption of foods labeled organic or following a vegetarian or vegan diet is becoming more and more common and the aim of this thesis is to understand why these trends are occurring and to shed light on the behavior of the segment of consumers who are actively participating in these trends. The thesis is divided into a theoretical and a practical part. Part one is devoted to describing the understanding of consumer behavior and its applications in food purchasing. It then studies the implications specifically of the market for organic, vegetarian, and vegan foods and specifically focuses on two main food groups, meat and dairy alternatives. The practical part then comprehensively introduces the organic food consumer segment using in-depth analysis of MML-TGI data and presents the relationship between the young population and alternative foods using its own research. Finally, marketing recommendations for communicating with this segment are provided.