Analysis of the Availability of Healthy Food to Residents of Megalopolis: Who Try to Keep to a Healthy Lifestyle

Abstract

The aim of this work is to assess the state of the markets, healthy nutrition and healthy food delivery in Moscow in order to identify business opportunities for market entry of a new member-the company "GoodFoodFit". Within the designated goals there were set the following objectives: to conduct market analysis of healthy food delivery across Russia and Moscow; to identify the main trends and tendencies of markets; to analyze the key market participants of healthy food deliverers and identify their weaknesses and strengths; to determine the main consumers and their preferences; to identify the business opportunities to create one’s own service, and finally to prepare financial justification of the project implementation. As a result of the analysis of the Russian market of healthy eating and the study of consumer preferences of people looking to maintain a healthy lifestyle and utilizing healthy food delivery service, it was revealed that the most promising for creating healthy food delivery service is the average price segment.