Commercial Sector Analysis for Expanding Fortified Complementary Foods (2006)

Project Website: http://pshi.aed.org/

AED joined with McKinsey & Company to conduct a commercial sector analysis for the Bill & Melinda Gates Foundation to assess the prospects for expanding the supply and use of high-quality foods and products for young children. This involved market research at the global and country level in India, China, South Africa, Senegal, and Nigeria with pharmaceutical firms, consumer packaged goods companies, consumer groups, government, and NGOs. The goal is to identify the commercial barriers to entry and incentives required for the introduction of fortified complementary foods and products aimed at improving the nutritional status of 6-24 month old children among C and D class consumer groups. AED looked at a range of issues including consumer awareness, price/affordability, potential market size, R&D product development, distribution, and partnership prospects with the public/non-profit sector.

Health Areas
Micronutrients and fortification, Infant and young child feeding.

Behavior Change Strategies or Processes
Behavioral research, Product and market research, Nutrition assessment & surveillance.

Project Director
Christian Winger

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