Cereal based on Moringa oleifera to combat child malnutrition in México

Nearly 52% of the Mexican population suffers from poverty, which represents 2 out of 10 in a serious state of child malnutrition, particularly when talking about the indigenous sector.The issue of the COVID 19 pandemic has aggravated the economic situation, so it is estimated that poverty will increase and, therefore, malnutrition problems.In addition to the new trends of the rest of the consumers in the market, the recent concept of cognitive health of consumers, through the demand for new product marking in the market, leads to the estimation that demand will be seriously affected towards a new trend of products with higher nutritional content.The answer to this problem may lie in the development of new alternatives for functional products with higher nutritional content that adapt to the traditional consumer culture, even in the lowest-income population strata.This document presents the market analysis, consumer profile and possible marketing strategy for the development of a cereal from Moringa oleifera, a plant with a large number of nutritional properties, among others, that have attracted its production in Mexico.The results obtained in the market research show that the trend and culture of cereal consumption even in the most remote indigenous areas are part of the diet based on the nutritional attributes sought by the consumer, so incorporating natural ingredients with high nutritional value to the product can help maintain good nutritional health in the various age segments of the population, especially in the children's breakfast segment where the commercial value reached MX$6,400 million pesos in 2017 with a growth rate of 5.4% per year, which in turn represents a cultural option in the production of the cereal industry in Mexico.