Increasing presence of high-protein products on the Hungarian retail market – analysis of consumer trends and marketing strategies

Bezdek Szilárd Zsolt (2025) Increasing presence of high-protein products on the Hungarian retail market – analysis of consumer trends and marketing strategies. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

The Hungarian high-protein food market has experienced rapid expansion, driven by growing health awareness, evolving lifestyles, and shifting dietary preferences. Consumers increasingly seek protein-rich products for their perceived benefits in fitness, weight management, and overall well-being. This study explores the motivations and behaviors behind high-protein consumption in Hungary, focusing on how cultural factors, lifestyle trends, and marketing strategies shape purchasing decisions. The research examines two major consumer segments, whose distinct motivations and self-image aspirations contribute to market growth. The thesis investigates how psychological and social factors influence these choices, alongside genuine nutritional needs. The study aims to identify key factors affecting consumer attitudes, barriers to purchase, and the most effective communication channels and marketing approaches used by brands and retailers. Particular attention is given to consumers’ ability to distinguish between naturally high-protein and protein-fortified foods, and how this awareness impacts buying behavior. By combining perspectives from consumer behavior, psychology, and marketing, the research provides valuable insights for marketers, product developers, and policymakers. The findings are expected to guide strategic decisions, support market sustainability, and contribute to a deeper understanding of Hungary’s high-protein food sector.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, consumers' preferences, food industry, marketing, retail
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:44
Utolsó módosítás:	2026. Júl. 09. 11:44

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