Strategic Market Analysis

By: Safiyyah Abdul Hamid

Project: The “Better‐For‐You”, or BFY, products category had grown tremendously in the past five years. Nielson’s 2015 Global Health and Wellness Report revealed that 88% of consumers were willing to pay more for healthy products and Target’s customers were increasingly seeking BFY products. Millennials were driving the demand for healthy choices and healthy lifestyle, making them the key players in this consumer segment. The SGE Immersion team evaluated and recommended ways to market and inspire BFY products and solutions for Gen Z and Millennial consumers. The team evaluated how Target could promote aspirations that encourage BFY lifestyles; reframed the narrative on what BFY living could mean; and created new, different and seamless store/online experiences that would inspire BFY choices.