MULTINATIONAL COMPANIES FOCUSING ON THE SEGMENT OF HEALTHY FOOD

ABSTRACT

Multinational companies have greatly contributed and are contributing to the development of people's awareness of a healthy and active lifestyle by operating in the segment of nutrition and developing technological processes thanks to which the market is increasingly abundant with nutritionally richer food solutions. The paper consists of a theoretical and empirical part. The empirical part is based on the survey questionnaire whose aim is to determine the extent to which respondents are familiar with the healthy food trends. The results show that the majority of respondents follow the global trend related to health, convenience and satisfaction. Over 90% of respondents consider healthy food important. This is a big challenge for multinational companies to focus on the segment of healthy food production.